MySpace today unveils an original series and its first online game show. The original programming, dubbed "BFF," tests how well best friends know each other.
The series, hosted by
NBC's "Last Comic Standing" finalist Amy Schumer, will debut on MySpace Video and runs through June 30. MySpace users in the U.S. will have a chance to join the fun as contestants by submitting video
entries on the "BFF" MySpace page. Those selected will fly to New York City for the taping of their show.
Each "BFF" webisode will challenge a pair of "best friends forever" to answer questions
about each other during several rounds. Participants have the opportunity to win prizes such as an Ideeli gift certificate between $100 and $200, a Gibson guitar, or a Kodak printer at the end of each
round, based on the number of correct answers.
MySpace will hold an open call for friends who believe they know each other well, and fly the winning contestants to New York to play. The best
friends will fill out a series of questions on MySpace to enter, submit a video and a few photos, according to Cristian Cussen, MySpace director of marketing and content. "We are already getting
inquiries from our sales group about season two and we haven't even launched season one," he said.
The show will run in 12-week cycles. The seasons have been packaged around traditional
quarterly advertising budgets. Ortho Women's Health & Urology, a division of the Ortho-McNeil-Janssen Pharmaceuticals company, has sponsored season one of the program. There is product integration,
too. The third round in each show, the "Predictability" speed round, has been named to deliver Ortho's brand messaging.
"BFF" will have 20 episodes, each about 3.5 minutes long. Fans will have an
option to download the videos, share them with friends or embed in blogs. Fans can view the series at myspace.com/bff.
Meryl Poster, former co-president of production at Miramax Films, and David
Rubin, former fashion executive, will produce the show. Poster, known for casting Gwyneth Paltrow in her first starring role in "Emma," helped to build and establish the Miramax brand in her more than
16-year tenure.
Also available on the "BFF" MySpace page is an application allowing the portal's community to create their own quizzes. Users can customize quizzes by selecting questions from a
list of categories and send them to friends to test their skills.