It’s not money for nothing — A24 has optioned rights to I Want My MTV: The Uncensored Story Of The Music Video Revolution by Rob Tannenbaum and Craig Marks. James Ponsoldt will write, produce and direct a narrative feature adaptation of the book, which chronicles the founding and first decade of the Network Formerly Known as Music Television.

Modestly launched on cable in 1981, MTV would revolutionize music and television. The cable network started out with a concept few thought could work: Watching songs on TV — bah! But what began as a way simply to promote record companies’ latest products became the Music Video, which would help define the Reagan era and make global stars out of the likes of such visual-centric acts as Duran Duran, Culture Club and Madonna.

I Want My MTV will mark A24’s third collaboration with Ponsoldt, following last year’s The End Of The Tour and 2013’s The Spectacular Now. A24 will produce alongside frequent collaborator Eva Maria Daniels of VisionChaos Productions. “With James on board, we know he’ll bring out all the passion, ingenuity, humor, and humanity that led to MTV becoming perhaps the most powerful influence on pop culture of all time,” the distributor said in a statement.

The deal for the book was negotiated by ICM Partners on behalf of PJ Mark at Janklow & Nesbit Associates. Bethany Haynes at Sloss Eckhouse repped VisionChaos. Ponsoldt is repped by UTA, Brillstein Entertainment Partners, and Frankfurt Kurnit Klein & Selz.