Much partners with P&G for new reality show

September 1, 2005 by Annette Bourdeau
 

MuchMusic has turned its country-wide VJ search into a reality show – and Procter & Gamble is along for the ride as promo partner. MuchMusic VJ Search: the Series is slated to air in January 2006. CHUM director of marketing Susan Arthur says: ‘All aspects of the production will create unique opportunities for us to work together – from event marketing and product integration, right through to special features during the series finale.’

Arthur adds that there will be opps for other marketers to get involved on a smaller scale. The net decided to offer up an exclusive sponsorship in response to the common request Arthur hears from advertisers to really ‘own’ a CHUM property. The VJ Search is unique, so Arthur and her team brainstormed ways to make it bigger and thus more appealing to sponsors. ‘The logical next step was creating a reality show,’ she says. ‘This is the biggest thing I’ve done in my 15 years at CHUM.’

Nine hour-long shows are on tap in addition to a two-hour live finale. The VJ Search Party kicks off a 32-stop audition tour beginning Oct. 3 in Victoria, B.C., hitting shopping malls and college and university campuses for on-the-spot auditions. Prizing, gaming and info questionnaires will be available at different venues.

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