• January 23, 2009

Endemol USA and Access 360 Media announced a programming partnership to produce a new series that will run in retail stores and online and also includes a mobile campaign.

"Waiting for a Ride" follows five friends as they take a road trip in search of the West Coast's best waves. The 12- to-14-part series is slated to launch in April 2009 and will run several times a day on more than 12,000 screens in young adult retail stores nationwide.

Two new episodes will screen each month, and will also be available online along with exclusive, behind-the-scenes content where the user can influence future scripts, chat with the cast and participate in blogs. A mobile campaign will be featured in-store and online, encouraging participation for a chance to get the surfing lesson of a lifetime from the cast.--Tanya Irwin