EXCLUSIVE: MTV is heading back to school as its latest international reality series sends a slew of 25-30 year olds back to university to relive their youth.
The Viacom-owned broadcaster has ordered Re-Freshers Week Presented by Strongbow, an ad-funded five-part series that is the latest reality series to emerge from the UK following Ex on the Beach and Geordie Shore.
Freshers week, which I have a feeling is an incredibly British phenomenon, is the first week that students attend university, when very little work is done but students meet each other for the first time and drink a lot of alcohol.
The show is being produced by Elephant House Studios, the company’s in-house production division that produces reality series such as Make or Break. It will see eight contestants living together once again in a student house and competing in tasks handed to them by different guest judges.
Re-Freshers Week has been paid for by drinks brand Strongbow, which is known for its cider, and the deal was developed by Strongbow’s ad agency Starcom with Sky Media and Viacom.
Mark Swift, SVP UK Commercial and International Ad Sales, Viacom International Media Networks said, “Ad funded programs are a brilliant way for brands to bring their brand personality to life. Strongbow came to us looking for a way to connect with audiences and we’ve pushed the boundaries of the brief with a fun program concept that is certain to resonate with MTV viewers.”