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Before the internet changed the way we enjoy music, there was The Box TV channel, a revolutionary platform that offers an interactive music video experience. How did The Box work and what led to its transformation? Let’s take a melodic trip down memory lane and discover the story of the Box.

Discovering The Box’s Magic Menu

In 1997, The Box proudly proclaimed itself “the world’s only interactive music video channel.” Viewers were in for a unique treat as The Box followed different musical genres, from rock to Latin American music to hip-hop. Unlike traditional radio or MTV, The Box presented a new approach. Viewers selected songs by looking at a scrolling menu of three-digit codes, then dialed a 1-900 number and entered the code for their desired song. “If you call, it’ll play” reiterated The Box’s promise, luring music enthusiasts around the world.

Breaking boundaries in music selection

What set The Box apart was its willingness to play music that other mainstream channels hesitated to air. Songs with explicit content, strong language or those rejected by conventional channels have found a home on The Box. It has become a haven for boundary-pushing artists, including 2 Live Crew, Sir Mix-a-Lot, Vanilla Ice and Heavy D & the Boyz. The channel’s popularity grew because they didn’t just play these songs; they accepted them, sometimes playing one song up to ten times an hour.

The box is becoming more and more popular

Les Garland, a seasoned radio and TV personality, was instrumental in promoting The Box to stardom from 1990 to 1997. With a background that included founding “MTV Spring Break” and orchestrating the MTV Video Music Awards, Garland transformed The Box into cultural phenomenon. The channel, which initially reached 200,000 people, skyrocketed to a peak viewership of 30 million. It has become a launch pad for artists struggling to gain mainstream radio exposure, with even Green Day and Madonna benefiting from The Box’s unique platform.

Madonna’s triumph at The Box

In fact, Madonna’s controversial song “Justify My Love” found its way onto The Box after MTV rejected it in 1990. Despite the potential backlash, The Box added it to its lineup, and viewers responded enthusiastically, requesting the song five or more times an hour. . Garland’s approach was clear: The Box didn’t just play video; it made them accessible, allowing the audience to decide.

The fall and transformation of The Box shares

Despite its popularity, The Box faced financial challenges. In the 1990s, the brand’s stock prices fell from $10 per share in 1989 to $0.50 per share in 1992. In 1995, annual song requests reached 6 million, but the company’s CEO, Alan McGlade, felt the need for more mainstream image. A programming shift occurred around 1995, moving away from explicit content. In 1999, The Box took a surprising turn and was bought by MTV. The channel’s fate was sealed, and on January 1, 2001, it was officially transformed into MTV2. The colorful journey of Kutija was marked by the memory of merging with a new era.

The legacy lives on: the box today

Although Kutija as we knew it is no more, its legacy remains. On January 1, 2001, it evolved into MTV2, attracting 18 million viewers a year. Today, music fans can still experience The Box, albeit in a different format. The Box Plus network offers online streaming of your favorite songs, available for free to those in the UK. Although the channel format has changed, the spirit of The Box lives on as a cherished relic of the past.

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