Ben Silverman’s next generation multimedia studio, Electus, an operating business of IAC (Nasdaq: IACI), and MTV today announced their plan to actively develop and produce the first-ever multicultural, interactive series built for the digital age for MTV. Emmy and Golden Globe-winning actress America Ferrera will executive produce the series with her production company, Take Fountain. Quiara Alegria Hudes, the author of the Tony award-winning Broadway musical “In the Heights,” will write the script and executive produce, and Ian Kleinert and Jarred Weisfeld of Objective Entertainment will co-executive produce. Procter & Gamble Productions has also signed on to produce and lend creative support to the innovative content and production initiative.
The collaboration between world-renowned producers, writers, a major television network and one of the top global marketers marks the creation of a groundbreaking new production marketing model geared toward a burgeoning demographic. Electus will own all international distribution rights for “Pedro & Maria” including television, motion picture and digital. Created and executive produced by Ben Silverman, “Pedro & Maria” is the first-ever interactive Telenovela, developed for both television and the web. The show is a bilingual, modern day Romeo & Juliet that will, for the first time, give audience members the ability to vote and decide on the direction the characters and story lines will take. MTV and Electus will partner and utilize digital platforms including Facebook, Twitter and other social networking sites (in both English and Spanish), allowing viewers to actively participate in the show’s outcome.
“World class marketers, content creators and top producers are beginning to recognize that their individual success relies heavily on their ability to join forces to create content platforms that are both engaging and entertaining, while over delivering a compelling message for their audience,” said Ben Silverman, CEO of Electus. 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.
“‘Pedro & Maria’ comes to us from a trifecta of talent in Ben, America and Quiara, who collectively will bring this youthful, contemporary Latino romantic story to life. The added collaboration with Proctor and Gamble makes this a unique project that perfectly complements our scripted slate and the overall creative diversity at MTV. 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 Vice President, Scripted Development, MTV.
Procter & Gamble Productions will serve as a co-producer with MTV and Electus for “Pedro & Maria,” creating original commercials and unique, branded entertainment opportunities for several of P&G’s beauty and health brands in and around the show and across multiple media platforms, including television and digital.
“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,” said Rich DelCore, Director of Branded Entertainment at P&G. “Ben has played a critical role in transforming the traditional advertising model and creating unique links and unprecedented collaboration between content production, advertising, and marketing across the board and we are thrilled to be working with him on this project.”
Capitalizing on the ever-evolving world of multimedia production and distribution, Electus is the industry’s first non-traditional entertainment studio that connects advertisers, distributors and content creators early on in the development process, enabling sponsors to be a partner in campaigns and content creation.