[03/11/08 - 01:11 PM]
InspiratioN. AspiratioN. Music NatioN.
MTV orders "Celebrity Music Mentor Project," in which "viewers will help pair up 8 MTV music celebrity mentors with 8 amateur protégés who will compete to become pop stars."

[via press release from MTV]


MTV Celebrates The Convergence Of Music Democracy and Youth Culture With The Renewal Of Smash-Hit "Randy Jackson Presents: America's Best Dance Crew," And Two New Series, "Rock The Cradle" And "Celebrity Music Mentor Project (Working Title)"

Santa Monica, CA (March 11, 2008) � Tapping into young America's aspirations, inspirations and the music nation, MTV announces 2 new series and a series pick-up, offering gateways for young people to demonstrate their talents, and passionate fans a front row seat to participate in the journey.

"These series and their companion custom vertical sites empower the audience to realize their musical dreams, play out their own aspirations and reflect their own passionate musical opinions on-air and online, a virtual and perpetual forum for convergent musical participation and expression," said Brian Graden, President of Entertainment, MTV Networks Music Channels.

"These series represent the heart and soul of MTV � innovative cross-platform musical extravaganzas that empower our viewers and reflect their world," said Tony DiSanto, EVP of Series Development & Programming, MTV. "We are showcasing their dreams and passions, giving them an emphatic voice for the world stage, and embracing the power of music in all its forms � presented in a way that is uniquely visual, uniquely inspiring and uniquely MTV."

The young, aspiring offspring of music royalty find their own inspiration outside the lives of their famous parents as they journey through "Rock The Cradle," the new, �live' music competition series from FremantleMedia North America, set to premiere on April 3 at 10:00PM (ET/PT). Chloe Rose Lattanzi (daughter of Olivia Newton John), Crosby Loggins (son of Kenny Loggins), Jesse Money (daughter of Eddie Money), Lucy Walsh (daughter of Joe Walsh/The Eagles), Lil Al B Sure (son of Al B Sure), Jesse Blaze Snider (son of Dee Snider), Lara Johnston (daughter of Tom Johnston /The Doobie Brothers), A'keiba Burrell-Hammer (daughter of MC Hammer) and Landon Brown (son of Bobby Brown) will battle it out every week in front of their parents, a panel of judges, and a live studio audience to see who has what it takes to step out of the shadows and onto a worldwide stage of their own. Home viewers are offered a 24/7 tactile experience as they vote for their favorite second generation singer or chat up their legendary parents on the site, iamonmtv.com, the 12th vertical to be launched by MTV, designed to give fans a social media experience and unprecedented access to the cast and crew behind many of MTV's most popular franchises. The iamonmtv.com vertical has collectively garnered over 25 million page views, and over 1.5 million uniques since its launch.

Following the strong, swift success of "Randy Jackson Presents: American's Best Dance Crew," which has been the top rated telecast in Thursday primetime among P12-34 across cable, MTV has picked up the hit series for a second season scheduled to premiere summer, 2008. This time around, viewers can help, by rating, viewing and watching the best dance videos allowing a deeper audience involvement, manifesting the destiny of these hopeful crews. Troupes from all over will have the chance to post their videos at dance.mtv.com and the audience faves may be featured on-air.

On "Celebrity Music Mentor Project (working title)" scheduled to air fall, 2008," viewers will help pair up 8 MTV music celebrity mentors with 8 amateur prot�g�s who will compete to become pop stars. Hopefuls everywhere can post their videos online where celebrity mentors will each select one contestant to coach and ultimately make famous. Once selected, each wannabe pop star will have unprecedented access inside their celebrity coach's world to learn the tricks of the trade. But it won't just be up to the amateurs as the celebrity mentors clash to see who has the ultimate eye for talent. Throughout the 8 week performance competition, viewers will see which idol-making artist has the vision, patience and the drive to make their contestant the best. It will all be up to the viewers to whittle down the wannabees week-by-week until one remains to be crowned MTV's "Celebrity Music Mentor Project (working title.)"

"Rock The Cradle" is produced by FremantleMedia North America. George Moll, David Goffin and Larry Rudolph are executive producers. Tara Anne Johnson, Christine Scowley and Andy Frank are co-executive producers. Tony DiSanto, Liz Gateley, Maira Suro and Lauren Dolgen are executives in charge for MTV.

"Randy Jackson Presents: America's Best Dance Crew" is executive produced by "American Idol" judge Randy Jackson, Joel Gallen (Tenth Planet Productions), Hip Hop International's Howard Schwartz and Karen Schwartz (the creators of the USA & World Hip Hop Dance Championships), Rob Lee (Bayonne Entertainment), Harriet Sternberg and Abe Hoch (Dream Merchant 21). David Auerbach and Brooke Karzen are the executives overseeing the project for Warner Horizon Television ("The Bachelor;" "The Search For The Next Pussycat Doll"). Tony DiSanto, Liz Gateley and Lauren Dolgen are the executive overseeing the project for MTV.

About MTV

MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 26 years, MTV has evolved, challenged the norm, and detonated boundaries�giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. On-air, MTV has been the number one rated 24 hour ad-supported cable network P12-24 for 16 straight years. Online, MTV.com scored double-digit growth in 2007 and MTV launched ten dynamic online communities and six new virtual worlds. On the go, MTV Mobile is the #1 music brand in the wireless space � delivering 90% more streams than in 2006. And MTV's successful sibling networks MTV2, mtvU and MTV Tr3s each deliver unprecedented customized content, super-serving music fans, college students and young American Latinos like no one else. MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms.

  [march 2008]  


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