Silverman to re-create 'Romeo & Juliet' for MTV

Ben Silverman is back, with a newfangled digital-friendly multicultural ad-integrated telenovela thingy.

The former NBC co-chair is creating a project for MTV that's billed as a modern-day take on "Romeo & Juliet."

 "Pedro & Maria" will be produced through Silverman's studio Electus with "Ugly Betty" star America Ferrera on board as executive producer.

Going back to Silverman's roots packaging reality projects with advertisers, the series has been pre-sold to Procter & Gamble, which is not only a sponsor but is signed on as a co-producer with MTV and Electus. The advertiser will also "lend creative support" to the series with ad integrations. 

"World class marketers, content creators and top producers are beginning to recognize that their individual success relies heavily on their ability to join forces to create content platforms that are both engaging and entertaining, while over delivering a compelling message for their audience," said Ben Silverman, CEO of Electus. "America Ferrera, MTV and P&G are leading this charge alongside us with a groundbreaking new interactive platform that allows us to tap into this growing and important demographic."

Has adapting "Romeo & Juliet" ever sounded so complicated? 

This is the first announced scripted deal under MTV's new vp of
scripted, David Janollari. Quiara Alegría Hudes, author of the Broadway
musical "In the Heights," will write the script and executive produce. Silverman is creator and executive producer (only Ben Silverman could wrangle a "created by" credit away from William Shakespeare on "Romeo & Juliet" by changing the title!).