MTV is bringing user-generated content to the net, incorporating video it has gathered online into two of its series.
Viacom cabler will comb through content that consumers upload on new sites for pop-culture parody show “Short Circuitz” and smack-talk series “Yo’ Momma”; it will then use the best segments on episodes of the shows, both of which begin this month.
Viewers will be able to record, upload and submit their own sketches on Shortcircuitz.mtv.com. As much as 30% of the videos on the on-air version of “Circuitz” will be culled from the Web site, execs said Thursday.
“Circuitz,” an improv and sketch show hosted by Nick Cannon, had gone off the air earlier this year.
But execs announced that they would bring it back using many unaired clips and are now beefing that up with the user-generated content.
On “Yo’ Momma,” an as-yet-undetermined amount of video that viewers upload to Yomomma.tv will make its way onto the show; jokes can either be read by series stars or featured in interstitial material and other spots.
“What we want to do is build something that isn’t just the standard fan site — and then create a path back to television,” said Brian Graden, prexy of entertainment for MTVN Music Group and Logo.
Campaign comes as part of the net’s launch of Web sites for the shows, which execs said will solicit content and then allow users to view and share it.
Move is also part of Viacom’s push to unite online and television properties. MTVN nets have made similar forays with shows like VH1’s “Acceptable.TV,” in which user-submitted mini-TV episodes competed against professionally produced segs.
Viacom is targeting a generation that is increasingly spending time on sites like MySpace rather than watching television, and the conglom is doing so without owning or using a broad portal like MySpace.
Graden also said that the series sites — which are known in the new-media world as verticals — could eventually influence on-air programming and development. “I can picture a future where we make greenlights based on the vertical proposition,” he said.