Virgin Media to show 'Prom Queen' on TV, web and mobile

by Louisa Barnett, Brand Republic 20-Aug-08, 15:00

LONDON - Virgin Media Television has bought 'Prom Queen', a US made-for-web drama consisting of 80 90-second long episodes, to show on its Living channel and website as well as on the Virgin Mobile portal.

'Prom Queen' is set in a US high school over the final two months of the school year, and starts when a sinister text message is sent to one of the lead characters saying "u will kill the prom queen".

It was produced by former Walt Disney CEO Michael Eisner's production company, Vuguru, and attracted 15m views in the US. The UK rights were brokered by Adven Studios.

Virgin will screen daily episodes over 16 weeks this autumn on Living and the Living TV website. The site will encourage viewer interaction through a range of features including character profiles, discussion forums and video content.

Virgin Mobile customers will also be able to access the Prom Queen microsite via the WAP portal, where they can view all released episodes reversioned into 30-second mobile clips.

Jonathan Webb, managing director of Virgin Media Television, said: "We're tremendously excited to be making Living the home of 'Prom Queen' in the UK. Not only is it a gripping and addictive drama, it's a shining example of what truly cross-platform content looks and feels like.

"'Prom Queen' is the perfect demonstration of what we can do at VMtv - using the power of the Living brand and Virgin Media's multiple platforms to create hits on every screen."

Living's pages on Bebo and Facebook will also carry teasers and promotions for the series.

Virgin Mobile will also carry daily WAP homepage promos that will enable viewers to keep track of developments as the series progresses.