The Video Music Channel was added to Atlanta’s cable system on July 4, 1982. The VMC studio was located in the basement of the Center Stage Theater, which was exclusively a venue for plays back then. The VMC operated on a shoestring budget and its production value was often raw, but its producers and VJ’s were clever music lovers who seized the opportunity and created some really amazing television. The channel developed a loyal following—including me and my two brothers—but its weak ad revenue could hardly keep the station in the black. When the VMC was offered the chance to shift to broadcast channel 69 in 1984, they happily agreed. Despite gaining a broader potential audience and a more high-tech studio, the ratings for the VMC at channel 69 weren’t great and management began to phase out music video programming in 1985.
Tom Roche arrived at the VMC in 1983 and served as its Production Manager until 1985. In this segment he shares some of his memories of working at the channel. Big thanks to Tom for providing some great archival footage for this segment.