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CNN Live At Daybreak

MTV Turns 20

Aired August 01, 2001 - 8:38   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL LIN, CNN ANCHOR: MTV has been on the air for 20 years, and that just tells us all that we're getting a little bit older now. But consider how much MTV has accomplished in that time, I mean, 300 million viewers, seen in 140 different countries. It's got 55 million different subscribers. And it has really pioneered some talk about original programming, like you know, original reality TV, like "Real World" and "Road Rules." It is the ultimate reality TV.

And we've got a couple of originals joining us this morning. Doug Herzog, who is now president the USA Networks, has worked with a couple of baby networks, first, with us, here at CNN, way back when, then at MTV, climbing the ladder, to develop shows like "Real World," "Unplugged" and "Road Rules." And in just a minute we will be joined by Dan Cortese -- he is the former host of "MTV Sports" -- to get his perspective on all the big changes.

But first, to you, Doug. Good morning.

DOUG HERZOG, FMR. PRESIDENT, MTV PRODS.: Good morning.

LIN: It's a big change for MTV now that it is 20 years old. And take a look at the accomplishments that you established at MTV. I mean, who thought, when you take a look at "Real World" today, that seven people living in a house would seem all that interesting, and look what it pioneered.

HERZOG: It's unbelievable. In fact, the first time we did it, it seemed like a great idea and it seemed to work, but I thought it would never work again, because once you did it and these kids have an expectation as to what might happen to them once they got famous, I thought it won't be interesting anymore; they'll become so self- conscious and obnoxious, it won't be interesting. But of course that's what people love about it, and here we are 10 years later.

LIN: Yes, that's what people love about it, and look, 10 years later now, rats are climbing all over people on television and people are having to eat bugs for prizes.

HERZOG: Well, I don't think MTV is going to take credit for that.

LIN: No. But how much of a foundation do you think MTV has really created for reality-based programming and entertainment? HERZOG: Well, there was a time when MTV was doing nothing but reality-based programming beyond the videos, and the networks, you know, weren't just interested in that, and they weren't interested in the form at all. And now of course you look at what the networks are doing, and it's completely dominated by reality television, so it's sort of come full circle.

LIN: Yes, you started MTV News. What made you think that kids who watch music videos would be interested in current events?

HERZOG: You know, I think kids have always been what's interested in what's going on in the world around them, and that's what MTV always tried to do is sort of reflect and take a look what was going on in the world outside of MTV and -- but within popular culture, and to that we added news and politics, and sports, and fashion, and movies and television, and it really helped.

LIN: It really helped. And you do have unique perspective, given that kind of saw how CNN first started, then launched into MTV. Were you here at CNN -- you know, I keep hearing stories about Ted Turner sleeping on the sofa in the hallway and eating at the cafeteria.

HERZOG: Well, I was actually in the LA bureau the day they launched, and Ted would come out and visit every once in a while, and they were crazy days. It wasn't terribly like MTV, in that there were a lot of kids running around, bunch of 21-year-olds, and a couple of old, grizzled news veterans, but it was really quite a time.

LIN: Grizzled -- they were probably 35.

HERZOG: Yes, right, probably.

LIN: So, Doug, then take us back to those early days at MTV. I mean, what was the think tank process like? How did you come up with these ideas?

HERZOG: You know, it was as romantic as you might believe it to be. It was a bunch of people, mostly under 25, sitting in a room, saying, how could we do this? How do we -- you know, and how creative can we get, and how crazy can we get? And of course, we don't have any money to do it with, but we always tried to let the good idea lead the way and lead the day, and we came up with great stuff that way. And it was a great effort on behalf of many, many creative people.

LIN: But wasn't there ever a fear of failure, though?

HERZOG: Of course there was fear of failure, but you know, we were sort of encouraged to take chances, encouraged to take and risks, and we were encouraged to do things differently, and that's what always kept us going, and we were told we were supposed to try and go out there and do things differently, and if we did things the same as the networks or local television, or whoever was making television in those days, we were doing it wrong; the idea was to do it in a completely original way and distinctive way in what now is known as the MTV style. LIN: Well, you know, that was the mission statement of the "Rolling Stone" when it first came out, and as it matured it became far more mainstream, and many other magazines have since taken over on the cutting edge, and some people are predicting the same for MTV now that it's 20?

HERZOG: Well, I don't think so. I think "Rolling Stone" in a different way, they let their audience grow old, and they grew old with them. MTV never grew old with it's audience, and it Remained very true to a very specific demographic, young people, you know, pretty much between the ages of 12 and 34, or 18 and 24 more specifically. And MTV continues to evolve and roll with the punches. And whatever the trend was, MTV would try and lead it, follow it at the same time, but it would cycle their audience out, and they weren't afraid to let their audience go, and cycle in new young people, you know, with each given year, and they still remain very vibrant that way.

LIN: Well, right now I want to cycle in Dan Cortese. You of course know this guy. He is one of the first hosts of -- the host of "MTV Sports." Unfortunately, because our technology is evolving here at CNN, you guys can't hear each other, so my apologies for that. But, Dan, I want to ask you, what were those early days like?

DAN CORTESE, "THE TRIANGLE": You know what, it was just a red- blooded American boy's dream to work at MTV, and just so much fun.

And I disagree with Doug, even though he's my man, that I don't think there was ever a fear of failure there at MTV, because you knew on the cutting edge, because you knew you were always doing something different and you knew that people were going to watch it and enjoy it whether they agreed with what you did or not.

LIN: Dan, take a look. at this. We found a clip of you. I think this dates back about seven or eight years ago. How much can you change in seven or eight years. Let's see if we can bring it up.

CORTESE: That's scary. It's probably hair length.

LIN: there you go. Nice look.

CORTESE: Thanks. Thanks. But now see you have to understand, Carol, that was what you said seven or eight years ago, and I believe that was kind of hip look seven or eight years ago. And you should actually maybe try that look on CNN.

LIN: I think we should, and we need some advice these days. We're trying to spiff up our image too. Let me ask Doug a quick question here. A lot try to big different networks today are trying to reinvent themselves. To some degree, CNN is as well. What advice do you have for us?

HERZOG: I think you can't forget who your audience is and you always have to keep your eye on your sort of target audience, and you have to lead them by hand a little bit. But change is necessary, and if any network stands still, no matter who they are, MTV or CNN, they're going to get run over, because the landscape shifts so dramatically, and new forms of television are being created and launched every day. You've got to keeping moving and you've got to keep evolving.

LIN: You know, Dan, your story was so terrific, and it's hard for me to believe. Is this story true about you and how you got started at MTV, how you got the host job?

CORTESE: Well, it depends on what story...

LIN: The clean story, the one you can tell to morning audience.

CORTESE: Well, yes, it is true, Carol, it is. And fortunately...

LIN: You were production assistant, right?

CORTESE: Yes, Had this idea for a sports show that then kind of grew, and a gentleman by the name of Patrick Burns.

LIN: You just made this bald-face statement to TV executive?

CORTESE: What? Doug?

LIN: I don't know if it was Doug.

CORTESE: Pardon me.

LIN: I don't know if it was Doug, but you basically marched up to this guy, and this is what I'm hearing, and said, hey...-

CORTESE: Yes, I didn't say that to Doug, but Doug was the gentleman that actually made sure that "MTV Sports" and a guy like Dan could take off in this country, and I just -- I owe a lot for Doug. He did a lot for my career. And I probably wouldn't be sitting here talking to you today if it weren't for him and a lot of hardworking people at MTV. I'm very appreciative.

LIN: Well, Doug, he's singing your praises. I know you can't hear him.

HERZOG: I can't hear what he said, but I agree with him. Whatever he said.

LIN: He says your just fabulous.

All right, quick question. We've got to wrap up. But I can't let Dan get away without talking about your latest project, "The Triangle." It's a movie for Turner Broadcasting. And you this is going to be a movie that makes people think?

HERZOG: Yes, yes, you know, you better not get away without mentioning this movie, because your boss, my main man, my other main, Mr. Ted Turner would be upset. Yes, it's kind of a "Dead Calm" meets the shining. And it's myself, Luke Perry and Oliva D'abo, and it's something we're very proud of, and you know, it's coming out on TBS on the 12th of August. And it's a fun movie, and it's also not for the faint of heart.

LIN: Not for the faint of heart. OK, it's still on cable.

Dan Cortese, great to see you. Congratulations, you're all grown up. Doug Herzog, congratulations on moving on up to USA Networks.

HERZOG: Thank you.

LIN: Good to see that all CNN alum seem to be doing just fine.

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