-- Unique dating series kicks off the launch of an all new MTV.ca --
-- New site features mobile store, MTV News, improved broadcast
schedule, exclusive programs --
-- Enhanced on-line experience now compatible with Firefox web
browser and MAC computers --
TORONTO, June 25 /CNW/ - MTV in Canada announced that "Date My Playlist"
- the first original series of its kind created exclusively for broadband in
Canada - will debut today, Monday June 25 and kicks-off a new and improved
version of MTV.ca. The custom-made-for-digital production - and MTV's first
original Canadian dating show - offers a new twist on getting to know someone
for the first time. Using musical knowledge and pop culture sensibilities as a
gauge, contestants on the show will select who to date based on the music
playlists of three prospective partners.
"To passionately connect with audiences these days, you have to go beyond
television," said Brad Schwartz, Senior Vice President and General Manager of
MTV in Canada. "By working closely with our sponsorship partners, like
Maynards candy, we can create engaging, original content containing smart,
integrated brand messaging that lives on TV, on-line and on mobile," said Brad
Schwartz, Senior Vice President and General Manager of MTV in Canada.
"Playlists are one of the most popular features on MTV.ca, so making a dating
show out of it was a natural and fun extension."
"Date My Playlist" follows on the success of similar dating format which
have become international hits for MTV, including "Date My Mom," "Room
Raiders" and "Next." Created in-house at MTV as part of a partnership between
MTV and Maynards, the eight-part, 10-minute series is perfectly tailored for
short-form content and available both on-line and on mobile.
Beginning in April 2007, MTV and Maynards asked viewers to submit their
original MTV.ca playlists - including videos, music, TV and other dating
content. Based on those submissions, MTV produced eight original episodes
featuring the dating hilarity. Each episode also features Maynards branding
and product integration with co-branded promo spots running on MTV.
"This is just a first step for MTV digital, extending its platforms and
programming out to both our advertising partners and audience - both of whom
are looking for cool stuff, innovation and a way to connect to audiences,"
said Kris Faibish, Vice-President Digital Media and Executive Producer of
MTV.ca. "And we're connecting television and internet to deliver
functionalities to the site that we haven't had in the past."
Detailed episode descriptions can be found at on-line at:
"Date My Playlist" is one of many new digital initiatives incorporated
into the roll out of the revitalized MTV.ca website. MTV continues to prove it
is a leader in creating exclusive content for on-line and mobile.
Expanding upon its industry-leading 59-minutes of time spent per usage
day, the new and improved (less than)http://mtv.ca/(greater than) MTV.ca
continues to build on its strong programming content of over 12,000 music
videos and 1,000 hours of MTV shows. For the first time since the inception of
the site in Canada, MTV.ca is now fully compatible with the Firefox web
browser as well as MAC computers.
New additional features at MTV.ca that engage users and enhance their
- A faster video player that works across the leading browsers and
operating systems including a much anticipated parallel Mac and PC
- A mobile ringtone store featuring the latest ringtones for download
to mobile phones supported by Rogers, Fido, Telus and Bell Mobility
- Daily international MTV News headlines with the latest in music,
movies and games.
- Photo flipbooks for the most popular MTV series/specials including
"MTV Live," "e2," "Maui Fever," "Laguna Beach," "The Hills" and more!
- An improved, daily, multi-platform 'What's On' schedule where viewers
can find out what to watch on TV, on-line, mobile, VOD and live
- More video content than ever before including brand new seasons and
full-episodes of "Punk'd," "Inferno 3," "Maui Fever," "Scarred,"
"True Love," "Living Lahaina" and "The Stew" among others.
In addition to "Date My Playlist," MTV.ca will be the exclusive home to
several new series premiering this summer such as "The Andy Milonakis Show,"
"Human Giant" and "Crank Yankers." MTV.ca will also continue to feature new
music video programming every day.
MTV's "Date My Playlist" is produced by MTV Productions; a division of
CTV Inc. Ben Rotterman is Executive Producer. Sam Dynes is Director of
Production. Mark McInnis is Vice-President of Production. Brad Schwartz is
Senior Vice-President and General Manager, MTV. Susanne Boyce is President,
CTV Programming and Chair of the CTV Media Group.
MTV in Canada is a Canadian programmed and managed business wholly owned
by CTV Inc., a division of CTVglobemedia. MTV offers a distinctly Canadian
interpretation of the MTV brand across multiple platforms, including a
revolutionary broadband service, MTV.ca, and across an MTV-branded analog
specialty service that delivers innovative lifestyle, talk and documentary
programming with a commitment to 71 per cent Canadian programming in
primetime. The MTV business is powered by an alliance between CTV, Canada's
Number One 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.
For further information:
For further information: Ssnia Brum, MTV, (416) 355-3621, firstname.lastname@example.org;
or Emily Young Lee, MTV, (416) 355-3613, email@example.com