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Silverman's New Company Unveils Lineup

  • Reuters , Tuesday, April 13, 2010 11:34 PM
U.S. television executive Ben Silverman, who left the helm of NBC in July, has unveiled a slate of programs for his new TV and digital media company, Electus, including a telenovela that will air on MTV. The "interactive" telenovela called "Pedro & Maria" is for youth-oriented MTV. It's billed as a bilingual, modern-day "Romeo & Juliet" in which audience members can suggest plot twists and story direction using websites like Facebook or Twitter.

Silverman, who helped develop "The Office," aims to merge old-style TV shows with new media technology in a way that draws younger viewers to programs and allows advertisers to reach potential customers via the Web, computers and mobile phones. Procter & Gamble Productions will work with Electus and MTV to promote their products with the show.

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