Continuing its participation in the world of branded entertainment, MTV and mtvU, MTV's channel aimed at college students, entered a partnership with Hewlett-Packard to create an original series that will premiere on Monday. The seven-week series, Engine Room, features five-to-seven minute long episodes that follow four teams with four contestants each, as they create digital art using HP products.
The series will be available on mtvU in the US, online at mtvengineroom.com, and on assorted MTV channels in other countries. Other companies, including Ford Motor, Microsoft, and General Electric, have worked with mtvU on branded entertainment projects in the past. Hewlett-Packard spent tens of millions on the initiative, The New York Times reports.
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Hearst adds a feature that allows readers of the print edition of SmartMoney magazine to receive e-mailed PDF files of supplemental content.
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