Protagonists:
Bob Pittman – 24 year old radio programmer from WNBC Radio in New York. Has shoulder length hair and one eye. Combines the gut-level knowledge of what will sell and the swagger of a Major Market program director. Grew up in Brookhaven, Mississippi, the son of a Methodist Minister. Moved a lot as a kid. Grew up getting beat up and became a good observer. First radio job at 15. Programmer in Chicago at 19. Station goes country and he doesn’t know country. That’s OK because he knows how to do consumer research to figure out what people like. In college Bob studies – ‘social methods research.’ Bob has a connection to Steve Casey who is a consumer research guy. Bob has also worked with an on-air (radio) talent guy Lee Masters on a fifteen minute show called “Album Tracks” – early precursor to the MTV format.
John Lack — Early hire at Warner Amex Cable. Lack is hired by Jack Schneider to develop programming for the Movie Channel and a kids’ TV station (that would become Nickelodeon.) John hires Bob Pittman based on his radio programming expertise. John has a hook-up with Michael Nesmith (formerly of the band / TV show The Monkees) who has developed a ½ hour TV show concept called Pop Clips showing music videos . John’s dream is to have a 24/7 channel devoted to music – like The Movie Channel. John gets Allen Grubman, music lawer with hook-up to 8 major record labels to help introduce him to the record execs. Lack is a smooth, excellent sales guy.
Les Garland – Garland and Pittner used to program competing radio stations when they both lived in Milwaukee. In 1979-1980, Garland is working for Atlantic Records – he’s a VP on the West Coast now. He works with the Stones, Led Zepplin, Aretha Franklin. Garland is described as an over-the-top character. Pure Rock n Roll animal. He can say anything to anybody.
Jack Schneider – First head of the content delivery company – WASEC – the satellite entertainment portion of Warner Amex Cable. Jack is 54 years old. “Described as “The only adult” working on MTV. Schneider wears suits. He has worked in radio. He gets Pittman and Lack into a meeting with Jim Robinson, Steve Ross and Lou Gerstner to pitch the idea “over the heads” of the board.
Fred Seibert – Runs Program Services Department – essentially they make all the stuff that comes in between the videos. Fred, working with Frank Olinsky creates the original MTV animated graffiti logo. Fred also helped develop the phrase and corresponding consumer advertising campaign “I want my MTV!”
Martha Quinn – VJ – on-air host of MTV described as ‘girl next door.’
Alan Hunter – VJ – on-air host of MTV. Has distinction of being the first on the air on August 1, 1981.
Nina Blackwood – VJ – on-air host of MTV ‘The Siren’ – meant to attract the core audience of Teenage boys.
JJ Jackson – VJ – on-air host of MTV
Mark Goodman – VJ – on-air host of MTV
NARRATOR: John Sykes – While working for CBS Records as a regional promotions rep, Sykes’ job is to show videos during a band’s in-store local appearances. He loved the promotional tapes and getting to meet with the artists. (Background: while working for CBS records, he was given $5K to edit together video clips to present to a CBS TV guy who is 65 years old and has NO interest. Once at MTV, Sykes develops the “Real people Win on MTV” promos.
Antagonists:
Record Executive #1 (Loosely based on Sidney Sheinberg — president of MCA Records)
James D. Robinson III – CEO of American Express
Steve Ross – President of Warner Communications
Record Executive #2 (Loosely based on Walter Yetnikoff – Record company exec – CBS Records)
John Malone – CEO of TCI – the largest cable company in the US; based in Denver, CO. Malone is a conservative business guy, worried about inciting protests if he picks up MTV programming. Is “forced” to add MTV after the infamous “I Want My MTV” campaign is promoted directly to consumers, bypassing the cable operators.
Creepy Stalker – calling and following Nina Blackwood. Follows her home after a public appearance at a club.
Record Executive #3 (Composite characterization)
Minor Characters:
Record Store Owner – Tulsa, OK
Sue Steinberg – Early MTV Exec. She and Bob Pitman get pulled together from the Movie Channel and Nickelodeon by John Lack to work on a music channel.
Steve Casey – Research guy –Also coined the term MTV.
Robert Morton – Hired by Sue Steinberg a s Creative Director at new Music channel. Had worked at NBC Television. Was the ONLY Guy with TV production experience.
Frank Olinsky – gets credit for creating the MTV graffiti dripping paint logo and the flashing animation designs.
Allen Grubman – Music Lawyer with a hook up to the 8 major record labels. He is hired as a consultant to MTV to basically act as the guy who introduces John Lack to all the heads of the record companies.
Chorus / Ensemble Parts:
Billboard Annual Record Executives Meeting
WASEC Board of Directors Meeting
Young 20-somethings at the club dancing
Teens in basements watching MTV together
Teens in the record stores