The country's newest reality show combines social media and online video to connect viewers, advertisers and creators.
The online show is an example of building relevant and engaging programs, inspired by clients' business objectives, program producers describe.
mtv.ca's The Youth Electric uses online communcations and other digital media tools to show and share the real-life drama and adventures of Eric, Rosette, and Tito, three musicians from Vancouver trying to make it big.
The cast of The Youth Electric was chosen from an open casting call that MTV, along with Microsoft Canada, held in June, asking fans to submit audition tapes for the type of shows they wanted to see on MTV. After 600 submissions, MTV's panel of experts chose Vancouver's Eric Solomon, Rosette Luve, and Tito Deville to be MTV's newest online stars.
The launch campaign, designed by MTV for Windows Live Messenger, includes two phases. The first, beginning today, includes 6 x 15-second broadcast teaser spots and the launch of the show web portal mtv.ca/electric. Viewers can watch the teasers online and log in to Windows Live Messenger, which is built into the site. Fans can also get to know Eric, Rosette, and Tito in a customized advertising campaign in 3 x 5-second bumpers, shot at various locations from their daily lives.
The second phase, beginning Thursday, August 12, sees the show go live on the website. This phase also includes a 30-second tune in spot online and bonus content available with cast profile pages, photos, and clips of performances by Eric, Rosette, and Tito.
For more information, visit mtv.ca/electric.
Windows Live Messenger lets users share updates, photos movies and email with friends and famil, as part of the Windows Live Essential software suite.
MTV in Canada is a Canadian programmed and managed business wholly owned by CTV Inc., a division of CTVglobemedia. The MTV business is powered by an alliance between CTV, Canada's No. 1 television brand and MTV Networks, the world's most valuable media brand. MTV in Canada is one of 50 MTV-branded services worldwide serving 171 territories around the world.