MTV and Swatch continue partnership

Singapore - MTV Networks International (MTVNI) and Swatch has announced an extension of their partnership for the latest series of MTV's user-generated content show, MTV's Best. Show. Ever.

The 2008 partnership builds on 2007's UGC concept and makes the show and website more interactive and more integrated, as well as extending the show to mobile TV and taking it to MTV Asia channels, with a line up in Singapore and Malaysia, Thailand, Taiwan, Korea, Japan and Australia.

Kevin Razvi, EVP of MTV Networks International and VBSi said, "We're using our creative innovation, and global cross-platform reach - on TV, mobile TV and digital - to build campaigns that resonate with our global audiences and deliver for our clients."

MTV's Best. Show. Ever. is a show where viewers send in video of themselves doing something they love, be it best balancing act ever, best DIY or best human computer game.

MTV Asia channels will first air the 2007 European version to introduce audiences to the concept before showing the 2008 programmes combined with local content. All programming will have a 5" billboard highlighting Swatch's sponsorship of the show.

In total, the show will air on 22 MTV channels, 8 mobile channels in Europe and 7 TV channels in Asia. 2008 will see one global website for both Asia and Europe with shared content and applications.

Widgets in social network sites and podcasts of the shows will be made available for download to further extend the campaign. The site has been designed to fully integrate the Swatch brand, products and Creative 2008 campaigns. Further consumer promotions will be held around the sponsorship, including a competition (to run on air and online) and in-store activities.