BLENDING SHOW & COMMERCIAL CONTENT INTO ONE SEAMLESS
2-HOUR EXPERIENCE
Universal Pictures “Knocked Up” Set to Sponsor Premiere Night,
Thursday April 5th at 9PM (ET/PT)
Oscar Winners & Stars of MTV’s “Adventures In HollyHood”
Three 6 Mafia to Host
New York, NY (April 4, 2007) – Experimenting, integrating and literally mixing things up, MTV will roll out a new seamless format for its new Thursday night block beginning April 5th at 9pm ET/PT. Interweaving show content and the commercial experience, MTV’s Thursday Night Block will present continuous engagement for the MTV audience – where shows will merge into one another, and programming content will play in commercial time -- throughout a continuous 2-hour block. Universal Pictures will be the first advertising partner of MTV’s Thursday night block, featuring their film “Knocked Up.”
Oscar winners and stars of MTV’s “Adventures In HollyHood” Three 6 Mafia will host MTV’s Thursday night block for its eight week run. Hosted segments will be interspersed throughout the night in both programming and commercial time, and will showcase content that includes digital shorts, exclusive series content, recaps, and previews along with unique sponsor content. Thursdays on MTV include the new season of MTV’s hit series, “Pimp My Ride” at 9PM (ET/PT), the premiere of “Nick Cannon Presents: Short Circuitz” at 9:30PM (ET/PT), “Adventures in HollyHood” at 10PM (ET/PT) and “Human Giant” at 10:30PM (ET/PT).
"It is a new viewing experience for our audience. We are blurring the lines between programming and promotion, how we schedule, and how we integrate sponsors,” said Brian Graden, President of Entertainment, MTV Networks Music Group and President of Logo. “The viewer wins, we win, and our marketing partner wins because in the end, it's all about entertainment and engagement. It's 2 hours that grab the audience and never let go."
Switching up the commercial experience for viewers, MTV will be able to fully integrate sponsors into show content. As part of the night, sponsors will have branding throughout customized segments featuring original MTV content. Partners will also showcase their own featured content that will be uniquely interwoven into the night. The sponsor partner for the night will also host exclusive billboards, verbal/visual IDs, sponsor tags to promos for the night, and more.
“We continue to work closely with our advertising partners to find the most creative ways to engage our viewers in the commercial experience,” said Tim Rosta, Senior Vice President, MTV Integrated Marketing. “Universal Pictures is set to sponsor the premiere of this programming model which represents a break-through opportunity for sponsors to own the night and be associated with strong programming.”
“It’s about re-imagining the commercial experience and understanding the youth audience,” said Sean Moran, Executive Vice President, MTV 360 Brand Sales. “By introducing our partners to these worlds in a way only MTV can, we are turning the traditional models on their head, and creating truly unique opportunities for both viewers and sponsors alike.”
The Thursday night line-up includes:
“Pimp My Ride” at 9:00PM (ET/PT)
In true rags to riches fashion, MTV’s “Pimp My Ride” returns for its fifth season with even more car creativity and innovation. The season premiere catches up with past clunkers turned pimped out masterpieces in a special “Where are They Now” episode. Rap superstar and host Xzibit is joined by car customization specialist Mad Mike and his crazy car makeover team at GAS (Galpin Auto Sports) to take customization to a whole new level. MTV.com (pimpmyride.mtv.com) will be the comprehensive online source for the new season of “Pimp My Ride.”
Rick Hurvitz and Bruce Beresford-Redman are co-creators and Executive Producers for “Pimp My Ride.” Larry Hochberg is also Executive Producer. Mike Ireland is the Executive in Charge of Production for MTV.
“Nick Cannon Presents: Short Circuitz” at 9:30PM (ET/PT)
Nick Cannon's latest project with MTV, “Nick Cannon Presents: Short Circuitz”, is a new sketch comedy series created, executive produced and starring Nick himself. The new series features Nick along with some of today’s hottest comedy players (some of who you'll recognize from his hit MTV improv show, "Wild N Out") as they bring a fresh new blend of sketch comedy that skewers pop culture with a hip-hop edge; from topical sketches, to dead-on impersonations to parodies to whatever else they think of next! Viewers will enjoy the hilarious antics of Nick Cannon and his uber-talented comedy crew who parody everything from rappers who band together for a common cause, "R.A.C.S" (Rappers Against Child Support); Mo Dolla$ (Katt Williams), a pimped out judge, who's the star of his wacky courtroom; and celebrity guests joining in the fun, including ‘Lil Jon, Snoop Dogg, Ice-T, and Kevin Hart. To keep the laughs going online, visit shortcircuitz.mtv.com.
For “Nick Cannon Presents: Short Circuitz,” Tony DiSanto, Tony DiBari, and Karen Frank serve as MTV’s Executive Producers. Liz Gateley is the Development Executive. Rod Aissa is the Executive Vice President of Talent Development. Michael Goldman also serves as Executive Producer. Nick Cannon is the creator and Executive Producer.
“Adventures in HollyHood” at 10:00PM (ET/PT)
As the first hip-hop group ever to win an Oscar for Best Song, a music career defined by multi-platinum success, and recognized by millions of loyal fans across the globe, some may say hip-hop super group Three 6 Mafia has accomplished it all. However, it is only the beginning for this hip hop powerhouse as MTV follows them on their biggest adventure yet -- Hollywood, CA. “Adventures in HollyHood” features Juicy J, DJ Paul, and their entourage of friends leaving the comforts of their Memphis home behind and hitting the road to conquer Tinseltown and trying to become major Hollywood players. To experience “Adventures In HollyHood" online, visit hollyhood.mtv.com.
Rod Aissa and Kevin Lee are Executive Producers. Ashton Kutcher, Jason Goldberg and Karey Burke are Executive Producers for Katalyst Films. Melanie Graham is Executive Producer. Aaron Rosenberg and Three 6 Mafia are co-Executive Producers. “Adventures in HollyHood” is developed by Rod Aissa, Aaron Rosenberg, and Three 6 Mafia.
“Human Giant” at 10:30PM (ET/PT)
“Human Giant” hijacks the network with its own style of fast-paced, hard-hitting comedy. “Human Giant” is Aziz Ansari, Rob Huebel, Paul Scheer, and Jason Woliner. First seen online, short clips like “Shutterbugs,” “Clell Tickle: Indie Marketing Guru” and “The Illusionators” have gained a huge cult following. The short films stay true to that user-gen and viral video feel intensified by a rebellious rock n' roll attitude. Never a dull moment as special guest appearances include Ghostface Killah, Tony Hawk, Kelly Slater, Mary Lynn Rajskub (“24”), Patton Oswalt (“Reno 911), Rob Riggle (“The Daily Show”), and Brian Posehn (“The Sarah Silverman Program”). “Human Giant” has gained a large audience in the New York comedy scene through live shows at the underground club Upright Citizens Brigade and was recently named one of “10 Comics to Watch in 2006” by Variety. More information on Human Giant can be found on MTV.com and thehumangiant.com.
Tony DiSanto, George McTeague, and Liz Gateley serve as Executive Producers for MTV. Dave Becky, David Miner & Tucker Voorhees from 3 Arts Entertainment (“Everybody Hates Chris,” “30 Rock”) will executive produce. Tom Gianas (“Saturday Night Live,” “Awful Truth with Michael Moore”) will showrun/executive produce. Human Giant’s Ansari, Huebel, Scheer and Woliner are also Executive Producers. Sam Grossman is the Development Executive for MTV.
MTV.com, MTV On Demand, and MTV Mobile will continue to enhance the experience and deepen the connection with our viewers by giving them unprecedented access and behind the scenes content with After Shows, never-before-seen footage, full episodes, trailers, recaps/follow-ups, cast profiles, photo albums, an online mobile boutique with ring tones and wallpapers, and more.
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of which are trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including online, broadband, wireless and interactive television services. The network also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
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