August 15, 2010 by Jen
In order to honour the number of online enthusiasts in the MTV generation, the music channel has announced plans to launch a drama which is only available over the internet. Being Victor is MTV’s first foray in to the world of web-only drama.
The programme will focus upon Scottish teenagers, covering subjects including suicide and sexuality. It is produced by Shed Media and will commence airing in early September. The show will engage twitter and MySpace in the programme, using feeds from characters in the programme and links to bands which are aired in the show.
MTV’s director of Digital Media commented on the new format for the show: “Viewing habits are evolving. Our audiences watch TV online and on mobile devices on the go, therefore we want to provide them with dedicated and ground-breaking content for these platforms. The elements that make ‘Being Victor’ special are intrinsic to the fact that it is born online and will grow online to become whatever fans want to make it.”
The digital development producer at Shed Media Scotland commented: “Being Victor is a phenomenally exciting and ambitious project that treads new ground for drama online. It’s so much more than just an entertainment programme as the flexibility and interactivity of the digital platforms enable us to build layers of interest around the series. The show will remain without advertising for the moment.”
As the programme is aired, viewers will be able to interact with it through online chat forums and information posted on blogs for each of the characters in the show. At the moment, MTV’s UK website draws over two million visits each month, and this figure is thought to be set to rise once Being Victor takes off.
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