Overview
The Box, originally named the Video Jukebox Network, was an American broadcast, cable and satellite television network that operated from 1985 to 2001. The network focused on music videos, which through a change in format in the early 1990s, were selected by viewer request via telephone; as such, unlike competing networks (such as MTV and VH1), the videos were not broadcast on a set rotation.
The network was distributed on cable and satellite providers, with additional carriage on over-the-air UHF television stations (mainly on low-power outlets); most of these stations, which later became affiliates of MTV2 following the shutdown of The Box's US operations, have since been sold off as of 2012, while Viacom retains ownership of the other remaining former Box affiliates.
The Box's UK Operations remain on the air today, now fully owned by London-based Channel Four Television Corporation, (after Channel 4 bought out their partners in The Box Plus Network, Germany's Bauer Media Group in 2019).
History
The network originally launched as the Video Jukebox Network in 1985; it was founded by Steve Peters, who launched it on a television station in Miami, Florida. It was initially a product of the Miami Music scene, and was hosted by a group of local Miami Bass rappers known as Miami Boyz. Peters formed a record company called Peter's Records from the revenue earned by the Video Jukebox Network. Despite having his foot in the local Miami Bass scene, and employing hip-hop producers from abroad, none of its artists managed to produce a hit record; the label was shut down before Peters sold The Box to a group which included cable operator TCI and Island Records founder Chris Blackwell. In 1990, Les Garland, co-founder of both MTV: Music Television and VH-1 was brought in to run the network. From 1990-97, Garland, as Executive VP played an essential role in the domestic and international launch of the interactive music channel. He was responsible for entertainment programming, promotion, ad sales and marketing, and he oversaw the rollout of the channel from a base of 200,000 homes at its inception to more than 30 million U.S.
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