MTV Networks and veteran producer Ben Silverman's Electus studio on Monday announced plans to develop and produce "the first-ever multicultural, interactive series built for the digital age for MTV"
BY ILESH TOPIWALA | MAY 6, 2010
The series, entitled 'Pedro & Maria' and billed as a "modern-day Romeo & Juliet" story, will be executive produced by Silverman and by actress America Ferrera ('Ugly Betty') and her production company, Take Fountain.
According to Electus, the new, bilingual (English/Spanish) show, which was created by Silverman will be "the first-ever interactive telenovela, developed for both television and the Web."
It will allow viewers to vote and decide on the direction that its storylines and characters will take, the company says, and will utilize a range of English- and Spanish-language social media platforms, including Facebook and Twitter, to encourage viewer participation.
Procter & Gamble Productions will serve as a co-producer of the new show with MTV and Electus, and will create original commercials and what it calls "branded entertainment opportunities" for several of its health and beauty brands in and around the show and across multiple media platforms. "Electus is at the forefront of the evolution of content and by partnering with them for a project like 'Pedro & Maria' we can truly explore innovative and creative branded entertainment opportunities for a multicultural audience," Rich DelCore, P&G's director of branded entertainment, said in a prepared statement.
America Ferrera, MTV and P&G are leading this charge alongside us with a groundbreaking new interactive platform that allows us to tap into this growing and important demographic."
