Magazine article ADWEEK

MTV Teases New Series like Films: Next Step May Be Selling Ads around the Trailers

Magazine article ADWEEK

MTV Teases New Series like Films: Next Step May Be Selling Ads around the Trailers

Article excerpt

NEW YORK MTV has hit on an innovative way to hype its new and returning shows, borrowing a century-old convention from the cinema. On April 3, the network introduced its first trailer for a new reality series, Meet the Barkers, part of its 10 to 11 p.m. weeknight "The 10 Spot" block. While rocker Travis Barker didn't make anyone forget Ozzy Osbourne, the experiment led MTV to begin developing specially tailored preview clips for much of its nightly programming. So far, the strategy seems to be working.

In June, MTV began running a three-minute clip in advance of the launch of The Andy Milonakis Show, a sketch comedy strip starring an amateur performer who parlayed fluke Internet fame into a cable TV deal. The clip is introduced by comedian Jimmy Kimmel, and what follows is two minutes of inspired lunacy culminating in a memorial service for a piece of ham named Dr. Curly.

The target audience are Milonakis' shtick right up. …

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