The programme will debut on 7 September and "represents the first step in MTV UK’s strategy to invest in the development of programming to be broadcast exclusively for a digital audience", according to the broadcaster.
‘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, which follows the lives of Vinnie and his friends as they struggle through teenage life.
The digital activity for ‘Being Victor’ is already up and running, 10 weeks ahead of the first online transmission, with the first post of Victor’s Blog in character.
The 10-week build-up is using social media tools to attract and engage followers in various digital spaces in order to build a pre-show fan base.
Dan Patton, director of digital media, MTV Networks UK & Ireland said: "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.
"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 relying on Twitter feeds from the characters, links from Victor’s blog to related content and MySpace pages of featured independent bands, to help build the ‘Being Victor’ community.
Elements will continue to evolve after the first programme launches, blending in real-time narratives with the drama.
From the ‘Being Victor’ microsite on MTV.co.uk, viewers will be able to click through to a 'Being Victor' discussion forum, a competition to win an internship at Shed Media, access Victor’s blog and MTV.co.uk music pages, as well as follow support links built around the issues that characters experience.
The programme has been created by Shed Media Scotland and Creative Scotland’s Digital IP Fund.
This article was first published on mediaweek.co.uk