MTV, Microsoft promote The Youth Electric
MTV and Microsoft Canada have begun a joint promotion for a new online reality series called The Youth Electric. The series will be posted online at <http://www.mtv.ca/electric> and is based on the concept of connecting to friends with Microsoft's Windows Live Messenger service. The launch campaign consists of two phases. The first, which began last week, includes six 15-second teaser commercials airing on television and posted online. The campaign also includes three five-second bumpers featuring the participants in the show. The second phase will begin on Aug. 12 when the show begins. It will include another 30-second commercial and additional online materials. MTV in Canada is wholly owned by CTV.