It was the forerunner of MuchMusic and it became a sensation down in the U.S. Now a production company down south is casting for a movie about the origins and beginnings of MTV.

Music Television was not a hit when it first debuted, barely being carried on all but a few cable services. But when it came up with the phrase "I Want MY MTV!" mouthed by celebrities like Mick Jagger and others, it sparked a demand and it went country-wide. 

The upcoming film, which is not yet in production, will tell the story of how the concept was born and the drama behind the scenes of the channel - which ironically, stopped playing music many years ago. 

" 'I Want My MTV' follows MTV’s inception and early years through the lens of the visionaries who knew that the future of entertainment was merging music and television. While the film is set within the framing of 1980-1985, the project is billed as a timely story of invention and survival in an ever-changing media landscape, especially as MTV recently shut down its last remaining music-only channels. "

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