He's the director of the Bolt TV show, and is determined to prevent Bolt from finding out that he's not really a superdog. His striving motivation is revealed in one of the early scenes when The Director is upset with the fact that a boom microphone was visible during one of the takings. “The dog could have seen that”, he argued, chastising the film crew. When Mindy “from the network” arrives, he tries to tell her about Bolt, but Mindy is more concerned with the rating points. In scare of being fired, The Director and the film crew decides to create a cliff-hanger episode, consequently leading to Bolt escaping from the trailer. After the fire, Penny's agent attempts to turn Penny's injuries into a "big deal", talking about cover stories and other ways to make money off the fire. He is subsequently thrown out of the ambulance by Penny's mother, who quits. The Director hires a new child actress to replace Penny, and adopts an alien abduction storyline (one that even Rhino finds unrealistic, and Bolt finds "ridonculous"). Sovereign Entertainment continued producing the series with a replacement dog for Bolt.