Premium programmer, Showtime Networks, is teaming with Break.com, a broadband video Web site targeted at males aged 18 to 48 (the site claims to attract 13 million unique visitors and to generate nearly 300 million video requests per month), on a user-generated content promotion for "Weeds," a comedy series about a marijuana-dealing suburban mother. The promotion, entitled "Chaos in Suburbia," invites viewers of the show to submit their own video clips capturing "the crazy events that happen behind the calm façade of suburban life across America." The clips are being housed in a special Break.com channel (also entitled "Chaos in Suburbia), located at www.break.com/weeds, and are also available on Showtime's own official "Weeds" Web site, and on the "Weeds" page the programmer operates on MySpace.com; in addition, Showtime is airing a selection of the clips in co-branded spots promoting the second season of "Weeds," and is also making the clips available for download to portable media devices via video podcasts and via psp.connect.com (for the Sony PlayStation Portable system). "We are very excited to be working with Break.com on this multiplatform partnership to harness the power of user-generated content to energize and build the fan base of 'Weeds' online, and to develop entertaining, cutting-edge content for television to air on Showtime Networks," Robert Hayes, Showtime's SVP and general manager of digital media, said in a prepared statement. "The buzz currently surrounding Break.com makes them a perfect partner for an initiative such as this."
This article originally appeared in [itvt] Issue 6.92, which published September 5, 2006.
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