MTV, Verizon launch multiplatform TV series

MTV and Verizon Wireless have partnered to launch “Valemont,” a scripted television series that will air on V Cast.

Each episode starts with a character’s Verizon mobile device that gives viewers clues and insight into the character. The series is co-produced by Electric Farm Entertainment and MTV, and Fuel Industries is behind the faux Valemont University interactive Web site.

“The strategy developed by Electric Farm and MTV for the series – and its marketing – stems from a radical shift in the way consumers want to enjoy entertainment,” said Sean MacPhedran, director of creative strategy at Fuel Industries, Ottawa, Ontario, Canada. “It’s not enough to create a series, set up a Web site and run some trailers on television – people want to experience and interact with entertainment via their mobile device.”

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