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"Darn That Pay TV!": STV's Challenge to American Television's Dominant Economic Model

Subscription Television, Inc.'s 1964 attempt to launch multichannel subscription television in California represented an early effort to create a form of service popularly known as "pay TV" It was ultimately undone by the passage of a ballot initiative that banned subscription TV companies from operating within the state. Despite its failure, STV's experience signaled a maturation of the television industry and foreshadowed the emergence of a wider range of economic approaches.