i think that he is starting to transcend just his sport. he's becoming something of a public figure. futterman: michael jordan becomes the model that every other athlete wants to shoot for. they want to be a brand. and that's what television does for these athletes. it turns them into worldwide, iconic brands. announcer: the inbound pass comes in to jordan. here's michael at the foul line. a shot on ehlo. -good! -yeah! the bulls win! athletes in the '80s became part of an ongoing group of people that we cared about. we just had an enormous, pent-up demand for sports and the '80s began to provide. thank goodness. cable television is continuing to grow. it's estimated that it will go into one million more u.s. households this year. with cable television suddenly offering an array of different channel choices, the audience bifurcated. that's an earthquake. i want my mtv! i want my mtv!■■■■i want my mtv! i want my mtv. i want my mtv. ♪ goodman: a new concept is born -- the best of tv combined with the best of radio.
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