Hewlett-Packard has teamed up with MTV to launch a global online series for a new reality show called ‘Engine Room’.
The show will feature teams of digital artists competing for prizes. The 16 contestants, which are divided into regional teams for Asia Pacific, Europe, Latin America and North America, will compete for prizes and a chance to program the giant MTV screen in Times Square for a night.
The series, which is aimed at college and university students, will follow the contestants as they work in a loft in New York producing digital art, using HP products such as PCs, printers, Smartphones, and other products.
During the show they will be visited by guests like the musician Moby; the Ting Tings and 'Chasing Amy' director Kevin Smith.
The series is designed to run online, and will feature short-form episodes, which are five to seven minutes long, and run daily over a seven-week period. It will be screened online in nine languages, across MTV's global channels and across its US college network mtvU.
HP want to portray the idea that they don’t so much want to advertise about what they do, but rather let people do things with the product, so the aim here is to amplify how technology brings digital art to life.
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