In the mid-1980s, as MTV dominated cable television, a local UHF channel in Boston emerged to challenge its supremacy. WVJV, later known as V66, aimed to provide an alternative music video experience tailored specifically for the city's college crowd. This station not only offered a platform for established and up-and-coming local bands but also became a cherished memory for many who grew up without cable TV. Despite its brief existence, V66 left an indelible mark on Boston's music scene and remains fondly remembered by its devoted audience.

A Unique Offering in the Heart of Boston

In the vibrant autumn of 1985, amidst the growing popularity of music videos, V66 launched with great anticipation. The brainchild of John Garabedian, a renowned Massachusetts radio personality, this station sought to cater to Boston's unique musical tastes. With the help of seasoned broadcasters like Arnie "Woo Woo" Ginsburg and David Beadle, V66 quickly gained traction. Its first broadcast featured the Steve Miller Band’s “Abracadabra,” which set the tone for what was to come.

V66 thrived during a time when Boston was emerging as a hub for rock music, with iconic acts like Aerosmith and The Cars leading the charge. Rising stars such as ‘Til Tuesday and The Del Fuegos found a new stage on V66, which showcased both nationally recognized artists and local talent. The station even aired live events and concerts, including the historic Live Aid concert, making it a pivotal part of Boston's cultural landscape.

For many young people, V66 was more than just a TV channel—it was a gateway to the world of music they loved. Fans recall moments like watching U2 perform “Bad” or discovering new songs through the station’s eclectic playlist. These experiences were particularly significant for those who didn’t have access to cable TV, making V66 a lifeline for their musical cravings.

Legacy and Reflection

Despite its short-lived success, V66’s impact on Boston’s music community cannot be overstated. The station ceased operations on September 21, 1986, due to insufficient advertising revenue, leaving behind a legacy that continues to resonate. Through documentaries like “Life on the V: The Story of V66,” fans can relive those memorable days and honor the station’s contributions to local culture.

From a journalistic perspective, V66 serves as a reminder of the power of localized content. It demonstrated that even in the face of national giants like MTV, there is room for niche platforms that cater to specific communities. V66’s story teaches us the importance of fostering local talent and creating spaces where underrepresented voices can thrive. Though brief, its influence on Boston’s music scene remains a testament to the enduring impact of innovative broadcasting.