MTV, Electus team for telenovela

America Ferrera to exec produce "Pedro & Maria"

NEW YORK - MTV and Electus, Ben Silverman's multimedia studio housed at Barry Diller's IAC, plan to develop and produce interactive telenovela "Pedro & Maria" with America Ferrera attached as an executive producer via her production firm Take Fountain.

Tony-winning Broadway writer Quiara Alegria Hudes ("In the Heights") will write the script and also executive produce the bilingual show, which was created by Silverman, who is also executive producing.

The companies said Monday that it will be "the first-ever multicultural, interactive series built for the digital age" and for both TV and online. For example, the audience will get to vote on the direction of story lines and characters in the contemporary Latino romantic story.

Silverman brought the "Ugly Betty" telenovela format to the U.S. that helped make Ferrera a star.

Jarred Weisfeld and Ian Kleinert of Objective Entertainment will also serve as executive producers on the new novela. And Procter & Gamble Productions has also signed on to produce and lend creative support. It will create original commercials and branded entertainment opportunities for its beauty and health brands in and around the show.

"The Latino population is an under-represented and under-served segment of the audience, and I am excited to help bring this relevant show to MTV," said David Janollari, executive vp, scripted development at MTV.
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