MTV, Electus to Create Multichannel Soap

MTV has partnered with IAC’s production studio Electus, which is headed by former NBC programming head Ben Silverman, to launch a multicultural soap opera that will allow fans to influence the show’s plotlines by voting on social networking platforms like Facebook and Twitter.

MTV and Electus have lined up some notable talent behind the new show, titled Pedro & Maria. Among the show’s producers are Take Fountain, a firm run by America Ferrera of Ugly Betty fame, along with Procter & Gamble Productions (As the World Turns). Plus, Quiara Alegria Hudes, who authored the Tony winning Broadway show In The Heights, will write the show’s Romeo and Juliet-inspired script and serve as executive producer.

No launch date has been announced for Pedro & Maria. But once it begins airing, its producers plan to periodically turn to its viewers to vote which direction characters and story lines will take.  Users will be able to vote on Twitter, Facebook and other sites in both English and Spanish.

Besides serving as a producer, Procter & Gamble also plans to sponsor “Pedro & Maria.” According to officials the company is planning to create original commercials and branded entertainment elements for the show for several of its beauty and health brands.

Publish date: April 12, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT