Coming Now to a Kid Near You

MTV throws some shrewd news into the hip-hop mix, and fans around the world think it's, like, totally cool

THERE IT WAS, A CHANCE ENcounter and perfect sound bite. Robert Tercek, then an MTV Asia promotions executive, was in Bombay taping a commercial when he felt a tug at his sleeve. Standing there was an Indian youth who insisted that he had to tell the world "what MTV has done for me." Cameras rolling, Tercek let Sanjay, 19, have his say. "Before MTV, I was like this," he began, his hands to his face like blinders. "Now it's like this," he said, stretching his arms to the sky.

That testimonial is echoed by many young fans in 241 million households...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!