The batteries were created from 100% used up batteries, those that do not have any actual charge left. These were re-branded as MTV Batteries, and a set of rules was created. One asked users to put the TV set on MTV with the maximum desired volume and then, only then, switch the regular batteries with MTV Batteries. In other words, with them, people would be unable to change the channel, and watch MTV continuously.

Batteries became the medium, a very low cost idea to present any new show or the current lineup as part of our 24 hour programming. The most important results are the 100% inability to switch away from MTV. Or, as important, the 0% success to change from MTV.