Tetragrammaton with Rick Rubin Bob Pittman
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Jul 30, 2025 Bob Pittman, former CEO of MTV Networks and current CEO of iHeartMedia, discusses his groundbreaking role in launching MTV and reshaping youth media. He shares insights into the innovative marketing strategy behind the 'I want my MTV' campaign that transformed viewer engagement. Pittman reflects on the evolution of radio in the digital age and the importance of local connections in broadcasting. He also delves into personal anecdotes from his career, illustrating the balance between creativity and business acumen in the entertainment industry.
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The "I Want My MTV" Campaign
- MTV faced resistance from cable operators who didn't want to carry the channel initially.
- The "I want my MTV" consumer pull campaign created massive demand, forcing cable companies to add MTV.
MTV Economic Challenges
- MTV was an immediate consumer success but an economic failure with advertisers and cable operators.
- Business success required reworking the sales approach and targeting advertisers creatively.
Radio Beginnings and Flying Lessons
- Bob started his media career at age 15 as an on-air DJ in a small Mississippi town.
- His radio work helped pay for flying lessons and led to early programming roles in bigger markets.