MTV SIGNS HP AS LEAD ADVERTISER

MTV Signs HP As Lead Multi-Platform Advertiser
JUST DAYS AFTER MTV NETWORKS’ upfront presentation encouraged advertisers to make multi-platform buys, the company offered up a preview of what one of those deals might look like. MTVN has signed PC maker HP as the lead advertiser for a new dating series that will be available on multiple linear networks, Web sites, broadband channels, and a wireless outlet.Called “Meet or Delete,” the series focuses on college students as they decide whether to date people (or connect for another reason such as forming a band) after a thorough exploration of their computer hard drives, including e-mail in-boxes, music playlists, pictures, IMs sent, and recently visited Web sites.
HP will use the sponsorship as a cornerstone of its new global “The Computer is Personal Again” campaign, which seeks to advance the message that “the personal computer is not just a commodity, but a digital extension of each individual user.” HP was involved in the development of the show.The programming and campaign will extend from MTV and mtvU networks and their Web sites to broadband channels MTV Overdrive and mtvU Uber to MTV wireless (and other outlets). “Meet or Delete” premieres May 10 on mtvU and mtvU Uber, and will have customized versions for local channels in Europe, Asia and Latin America.”PCs have become the emotional hard drive of our global audience, making the premise of ‘Meet or Delete’ relevant everywhere in the world,” said Michael Wolf, President and COO of MTV Networks. “We’re thrilled to collaborate with HP on this groundbreaking project–a milestone in our drive to deliver great content, worldwide, on every device–and it’s a prime example of the innovative programs we’re developing for top global companies.”