Ben Silverman, America Ferrera Creating Telenovela For MTV

Silverman's Electus will produce interactive, multicultural series ‘Pedro & Maria'

By Alex Weprin -- Broadcasting & Cable, 4/12/2010 10:18:51 AM

Ben Silverman is partnering with Ugly Betty star America Ferrera, In The Heights author Quiara Alegria Hudes, Objective Entertainment and Procter & Gamble Productions to develop a new telenovela for MTV, Pedro & Maria.

Silverman will be producing the series through his production company Electus, with Ferrera producing through her company Take Fountain. Hudes will write the script and executive produce the show.

Electus will own all international distribution rights for the series, with Silverman having created the concept.

The show will be a bilingual modern retelling of Romeo & Juliet, with a number of interactive features, including giving viewers the ability to choose on the direction of characters and storylines. Viewers will be able to use Facebook, Twitter and other social media to vote on what the characters should do and what the outcome of certain actions should be.

"World class marketers, content creators and top producers are beginning to recognize that their individual success relies heavily on their ability to join forces to create content platforms that are both engaging and entertaining, while over delivering a compelling message for their audience," said Ben Silverman, CEO of Electus, In a statement. "America Ferrera, MTV and P&G are leading this charge alongside us with a groundbreaking new interactive platform that allows us to tap into this growing and important demographic."

"Pedro & Maria comes to us from a trifecta of talent in Ben, America and Quiara, who collectively will bring this youthful, contemporary Latino romantic story to life," said David Janollari executive VP, scripted development, MTV. "The added collaboration with Proctor and Gamble makes this a unique project that perfectly complements our scripted slate and the overall creative diversity at MTV. The Latino population is an under-represented and under-served segment of the audience and I am excited to help bring this relevant show to MTV."

Silverman has worked with Ferrera before, with his former production company Reveille responsible for importing Ugly Betty into the U.S.