NEW YORK — As yet another sign of Viacom synergy, MTV will produce the halftime show for Super Bowl XXXV, which will air Jan. 28 on its corporate sibling CBS.
MTV is also planning to air at least a two-hour block of NFL-themed programming on the day prior to the Super Bowl. The music cabler’s signature show “Total Request Live” will tape live from the NFL Experience at the Super Bowl on Jan. 27. MTV is also developing a one-hour “Rock ‘n’ Jock Superbowl,” in which celebrities compete against professional football players in a flag football game.
“We are fortunate to work in a company that can combine the strengths of organizations like CBS and MTV,” said CBS Sports prexy Sean McManus. “While CBS Sports is concentrating all its efforts on broadcasting the biggest sporting event of the year, our friends at MTV will draw upon their expertise to present viewers with what will surely be a brilliant halftime production.”
No talent has been announced yet, but MTV will likely rely on mainstream crowdpleasers. “What we’re really trying to do is to create an event that is universally appealing to people of all ages,” said the halftime show’s exec producer, Salli Frattini. “We’re targeting an audience from 8 to 80. We’re trying to find the balance of something that appeals to all ages.”
In addition to Frattini, the halftime show will be exec produced by Dave Sirulnick. Veteran halftime show producer Dennis Despie will return to produce for Select Prods., and Patrick Byrnes will produce for MTV.