American bands such as The Monkees, tried to make their music video as charismatic as possible using surrealism, wacky comedy, and action along with a performance - all typical of music video form today.
As times changed so were the bands performing on these television shows. 1970 was when serious rock became popular and rock gained slots on TV. For example 'The Old Grey Whistle Test' - 1971 and films emerged which then made the use of pop and rock artists eg Saturday Night Fever 1977.
With all the promo clips made to tie in with TV shows. AOR - dominating on radio in USA - it made it harder for pop singles to break through. Cable television was quickly becoming very popular, not generating sufficient income to pay for its own programming.
With all of these factors put together, Music Television was born.
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