Ben Silverman, CEO of Electus, will produce the first "interactive telenovela" for MTV in 2011. In the beginning of this year, Procter & Gamble and Walmart teamed up with NBC to create films that will promote P&G products. P&G Productions has long been a leader in creating original content and has sponsored The People's Choice Awards.
Walmart devotes extensive front-of-store areas to showcase brands for each film after the film has been released, some brands are: Tide, Downy, Pampers, Duracell, CoverGirl, Oral B, Swiffer, Pantene and Gillette. The DVDs, released the day after each film's premiere, were then featured in Walmart's electronics section and became best-sellers, said Greg Warren, Walmart's VP.
