MTV, eager to cultivate new youth audiences on screens other than those belonging to a TV set, said it would revive its popular series “Cribs” as a short-form program designed specifically for the instant-messaging app Snapchat.
The network is, like several others owned by parent Viacom, working more closely with the digital service in the wake of a multi-year agreement struck between the company and Snapchat in February that allows Viacom to sell U.S. advertising for Snapchat. MTV launched a domestic Snapchat channel in February.
“Cribs,” also known as “MTV Cribs,” launched on the cable network in 2000, and took viewers on tours of celebrity mansions and homes. Its most famous episode, perhaps, took fans on a one-hour tour of Mariah Carey’s penthouse.
In the retooled version, artists and celebrities will be able to guide Snapchat users through their homes by speaking to the camera, providing fans with an intimate experience. The program is expected to launch in June and air once a week. Mac Miller, Austin Mahone and Travis Mills are among the first artists to take part, MTV said.
MTV said it greenlit an eight-episode Snapchat series called “Pants Off” that features host Laci Green discussing sex and relationships. The series will tackle subjects including “First Crushes,'” “Bad Sex Advice,” and “Navigating Dating Apps.” Users will be able to use a new auto-advance technology that will allow them to blend video advice from the host, gifs and celebrity interviews into one linear program. The show will debut on Saturday, May 14 and air weekly. After its Snapchat debut, the series will also make its way to other MTV properties.
MTV launched its domestic Snapchat Discover channel in early February 2016. The channel features a wide range of content created exclusively for the platform and updated daily, including MTV News articles and video reports, exclusive celebrity interviews, highlights from MTV programming such as “Greatest Party Story Ever,” “Guy Code” and “Girl Code.”
Viacom, beset by ratings declines at flagship operations like MTV and Comedy Central, has made reaching audiences in new ways a priority. The company has used Snapchat to run MTV News articles and video reports, exclusive celebrity interviews, and highlights from MTV programming such as “Greatest Party Story Ever,” “Guy Code” and “Girl Code.”
“Cribs” is produced and developed for Snapchat by Kim Thai for MTV. Colin Helms and Garth Bardsley serve as executive producers for MTV. “Pants Off” is produced by Brendan Kennedy for MTV, Korhaber Brown and Laci Green. Directed by Morgan Evans. Colin Helms and Garth Bardsley serve as executive producers for MTV.