The Box was a music channel that offered viewers to call a premium rate number and request a video from the library, using a 3 digit number typed into their phone. It was computer controlled, but certain viewers would request the same song 3 or four times an hour, which made for repetitive viewing! It's still going today but no longer offers viewer requests. It is owned by the Emap Group.
The Box Ident1999
"More music per hour than any other channel. Music You Control"
The word "hurry" on screen is a message to a caller who rang in for a request but didnt type in the number of the video they wanted. That persons phone bill must have been huge because you had to call a premium rate number to select a video!
The Box Promos1999
Left - Fast cutting promo for "the channel you control". Right - More of the same, to the sound of DJ Jean "The Launch"
The Box started out as a US channel. The exact same system, graphics, and logo were used in both countries. Viacom ended up purchasing the US Box and used it as a platform for its fledgling MTV2.
