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Those words were immediately followed by the original MTV theme song, a crunching rock tune composed by Jonathan Elias and John Petersen, playing over the American flag changed to show MTV's logo changing into various textures and designs.

MTV producers Alan Goodman and Fred Seibert used this public domain footage as a concept; Seibert said that they had originally planned to use Neil Armstrong's "One small step" quote, but lawyers said that Armstrong owned his name and likeness and that he had refused, so the quote was replaced with a beeping sound.

The series featured promotional clips from various popular artists, but was canceled by its distributor in 1971.In recent years, MTV had struggled with the secular decline of music-related cable media.Its ratings had been said to be failing systematically, as younger viewers increasingly shift towards digital media, with yearly ratings drops as high as 29%; thus there was doubt of the lasting relevance of MTV towards young audiences.MTV has spawned numerous sister channels in the US and affiliated channels internationally, some of which have gone independent, with approximately 90.6 million American households in the United States receiving MTV as of January 2016.Several earlier concepts for music video-based television programming had been around since the early 1960s.

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