Engineering MTV in Stereo

 

This 60-second clip from 1986 is an ad produced by MTV for use by cable affiliates. MTV’s pitch to listen in stereo had benefitted cable affiliates, who could charge subscribers additional fees for stereo connections. By 1986, stereo was becoming more common on cable and broadcast tv, and connections to stereos were becoming easier due to stereo VCRs.


MTV was a major force arguing that TV (or at least MTV) ought to be heard in stereo, during a time in which set makers and TV makers didn't seem interested in improving television sound. Being "in stereo" served as another element separating MTV from regular TV, and also helped encourage record companies to spend money producing videos that would look (and sound) good. This promo, recorded off the air in September 1982, just one year after launch, describes MTV as "television you use just like radio." Best of all, you can just call your local cable company to get a hook up to your FM receiver. 


This segment of MTV flow from October 1983 includes a promo explaining that there is a solution to having to hear music on TV through the measly 4-inch speaker on the TV set. Call your cable company! 


A standard MTV promo format argued that if you were not listening to MTV in stereo, that's was like only getting half the picture. On launch night, a promo in the format featured Carly Simon. This one from 1983 features Prince. 


Typically MTV's promos touting its stereo sound suggested calling your cable provider in order to get the necessary connections. This one (which aired in January 1983) doesn't even do that, but simply shows black and white public domain footage, supposedly of MTV's "science director", talking nonsensically about some kind of experiment. Apparently, it was enough to remind people MTV was in stereo in a funny way.


Even as stereo TV technology standardized and became more common, MTV continued to promote the importance, or at leasted added value, of listening in stereo. This promo from 1989 suggested stereo was still necessary for the “Full Effect.”

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