MTV game for specially themed week


MTV is going all videogames, all the time next week.

Dubbed Gamer's Week 2.0, videogame-themed programming will run next week on MTV's television and online platforms, including MTV,, MTV2, mtvU, Xfire and GameTrailers, to coincide with the North American launches of Sony's PlayStation 3 on Nov. 17 and Nintendo's Wii on Nov.19.

There will be more than 40 hours of short and long form videogame programming throughout the week, which is aimed at the broad spectrum of gamers who drive the $25 billion global interactive entertainment industry.

Sally Frattini, MTV senior vp and executive in charge of production, Frattini said the network's partnerships with Microsoft, Sony and Nintendo will include the airing of some of this content on their perspective gaming portals.

"Our audience is obsessed with videogames and it's at the top of the list of what they're looking for on all of our channels," said Frattini. "We've done a lot of short format programming for this week, as well as half-hour shows, and we're incorporating games into regular shows like 'Sucker Free' and TRL.'"

All of the shows that air on the MTV channels will also be available on-demand, to accommodate the multi-tasking gaming audience that is used to choosing when it watches its entertainment and how. For the first time, more than 20 segments from the week will be available via MTV mobile for on-the-go gaming news and features. As part of the week, MTV will premiere a pilot for "The G-Hole," an original short form show that originated online and is making the jump to broadcast as a half-hour show.

"Games are a permanent part of the pop culture in this world," said Frattini. "Our goal is to try to create some programming, whether it's on air or online, and to combine it with artists or celebrities to make it feel like MTV."

As part of this week of programming, MTV will integrate its recently acquired videogame developer Harmonix, creator of the popular "Guitar Hero" game franchise, into "TRL." Frattini said the band Panic at the Disco will play the just-released "Guitar Hero II" game with members of the audience. In addition, Frattini said the network is working with Harmonix on a separate, stand-alone show around the franchise at a later date.

Traditionally, the months of November and December account for over half of the year's annual game sales in the U.S.. With the dual launches of next generation consoles, and the continued success of Xbox 360, Nintendo DS, PSP and PlayStation 2, there are more games to follow than ever before in the short 30-year history of the gaming industry.

Frattini said that moving forward, the network is looking to do more sneak peak and preview pieces around big game launches throughout the year, just as it does with Hollywood films.
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