Monday, April 12, 2010

America Ferrera To Make Interactive Telenovela With P&G

MTV and Electus, Ben Silverman's multimedia studio housed at Barry Diller's IAC, plan to develop and produce interactive telenovela PEDRO & MARIA with UGLY BETTY's America Ferrera attached as an executive producer via her production firm Take Fountain.

The companies said Monday that it will be "the first-ever multicultural, interactive series built for the digital age" and for both TV and online. For example, the audience will get to vote on the direction of story lines and characters in the contemporary Latino romantic story.

"The Latino population is an under-represented and under-served segment of the audience, and I am excited to help bring this relevant show to MTV," said David Janollari, executive vp, scripted development at MTV.

The series has been pre-sold to Procter & Gamble, which is not only a sponsor but is signed on as a co-producer with MTV and Electus.

"Right now, the plan is much more for them to utilize elements of the show in their own marketing, and for them to use customized vignettes outside of the show," Silverman said.

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