MTV Networks UK & Ireland has announced plans to run a web-only drama on the mtv.co.uk website. Being Victor will make its debut on September 7 and represents an initial step into development of programming originated for the web.
Being Victor is the story of Vinnie Dupe and his online alter-ago, blogger Victor Sage. It will be broadcast as a 20-part online live action teen drama that has been produced by Shed Media Scotland, the company behind Garrow’s Law and Hope Springs. Actor Dean Smith, known to viewers of BBC One’s primetime school drama Waterloo Road, plays Dupe.
Online audiences have already been introduced to Victor through a blog posted by the Victor character.
“Viewing habits are evolving. Our audiences watch TV online and on mobile devices on the go, therefore we want to provide them with dedicated and ground-breaking content for these platforms,” said Dan Patton, director of digital media, MTV Networks UK & Ireland. “The elements that make ‘Being Victor’ special are intrinsic to the fact that it is born online and will grow online to become whatever fans want to make it.”
MTV is building social networking around the production, through a discussion forum, and support links related to the characters’ experiences.
Online drama is becoming a significant element of broadcasters’ online strategy, arguably with the muscle that ventures such as Bebo’s KateModern lacked. E20, the online spin-off from the BBC soap EastEnders, reached 1.7 million views in its first month.