alternative promotional strategy that was completely different than traditional networks. The promos and network identifications his team produced did not resemble anything TV had every seen before, focusing on an approach that subtly made a series of "promises" to viewers in the wildest and most creative ways possible. The network identifications, 10-seconds each, were based on the MTV logo he commissioned and approved, designed by the Manhattan Design collective (that included his oldest childhood friend, Frank Olinsky). The logo mutated its design hundreds, thousands of ways, sometimes within one short animated film. Some senior network executives objected to a logo that did not remain constant, but the approach ultimately prevailed. The 10-second network IDs and the promos ultimately influenced graphic design and advertising for years to come. Within two years of launch, Seibert led the team that developed "I Want My MTV!", creative direction by his mentor Dale Pon, and it became one of the most famous advertising campaigns of the late 20th century. In 1983, with partner Alan Goodman, Seibert founded Fred/Alan Inc. in New York City as the world's first media branding company. Goodman had been one of his key creative lieutenants at MTV, and they had worked together in college radio a decade before. Together, they successfully adapted the MTV branding and promotional strategy to overhaul the then-floundering children's cable channel Nickelodeon between June 1984 and January 1985, moving it from worst to first in the ratings in six months, and continued overseeing network branding and promotion for eight more years. By the end of 1985, at the request of Nickelodeon president Geraldine Laybourne Seibert and Goodman conceived a radical rethinking of television networks by creating Nick-at-Nite, pitched as "the first oldies TV network." Over the nine years of the company's existence they also did extensive work with The Movie Channel, Lifetime, Showtime and Comedy Central. Seibert continued involvement with the cable TV industry for several years. He was employed by Turner Broadcasting as the last president of Hanna-Barbera Cartoons, then as a consultant for almost 15 years at Warner-Amex successor MTV Networks, and as a producer of several animated series for Nickelodeon and Cartoon Network. Jazz & Blues Record Producer Seibert began his media career in college radio at Columbia University's WKCR-FM in 1969. He says he spent most of his college career at the radio station headquarters rather than going to classes, and he never