Indiantelevision.com's Digital Edge: MTV Canada to offer 'Date my Playlist' on broadband

Indiantelevision.com's Digital Edge

MTV Canada to offer 'Date my Playlist' on broadband

Indiantelevision.com Team

(27 June 2007 4:05 pm)

MUMBAI: MTV in Canada announced that the series Date My Playlist, created exclusively for broadband in Canada, will kick off a new version of MTV.ca.

Using musical knowledge and pop culture sensibilities as a gauge, contestants on the show will select their choice of date based on the music playlists of three prospective partners.

"To passionately connect with audiences these days, you have to go beyond television," said MTV Canada SVP and GM Brad Schwartz. "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."

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, explained program producers. 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, MTV.ca VP digital media and EP Kris Faibish. "And we're connecting television and internet to deliver functionalities to the site that we haven't had in the past."

Date My Playlist follows a similar dating format of international hits for MTV, including Date My Mom, Room Raiders and Next. Created in-house as part of a partnership between MTV and Maynards, the eight-part, 10-minute series is tailored for short-form content and available both on-line and on mobile.

The new site is now compatible with Firefox Web browser and Mac computers, developers stated.

Apart from offering various features like faster video player that works on various browsers, Photo flipbooks and mobile ringtones, 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, states an official release.