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Procter and Gamble Launching New Soap Opera!


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Procter and Gamble are teaming up wit America Ferrera and MTV to launch a new soap opera!

Ugly Betty may be finishing it's four-year run, but America Ferrera isn't out of the telenovela business just yet. According to Access Hollywood and The Hollywood Reporter, Ferrera has partnered with MTV, Ben Silverman's Electus shingle and Procter and Gamble Productions to develop a bilingual, interactive soap opera titled Pedro & Maria.

Ferrera will serve as one of the project's executive producers, along with Jarred Weisfeld and Ian Kleinert of Objective Entertainment. Quiara Alegria Hudes, who penned the Broadway smash In The Heights, will write the script and also serve as one of the show runners.

"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," said David Janollari, executive vp, scripted development at MTV.

P&G is set to "lend creative support" to the project, according to THR, as well as create original commercials and branded entertainment projects for its health and beauty brands in conjunction with the project.

Here's the link: New P&G Soap Opera on MTV

No word on whether this will be a daytime soap/telenovela? OR a primetime one? It would be cool if it was Daytime, seeing as it is on MTV it could really revitalize the genre.

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F U C K Y O U Protcter and Gamble!!!!

Haha it does seem kind of sad that they are uninterested in saving ATWT, a legacy soap, but yet launching a new one. But this could be good too. Maybe if this is succesful, MTV will pick up "Hacienda Heights" which is a similarly themed soap opera, and it could be a "rebirth" of soaps.

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Haha it does seem kind of sad that they are uninterested in saving ATWT, a legacy soap, but launching a new one could be good too. Maybe if this is succesful, MTV will pick up "Hacienda Heights" which is a similarly themes soap opera, and it could be a "rebirth" of soaps.

I hope the show fails miserably!!

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I'm confused. Why couldn't they keep one of their other soaps?

My thoughts exactly. I guess this is the "next thing" for them. Since it's on a network that's never had a soap before, maybe they think they are doing something different to "save" the soap world...IDK.

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I don't see the big deal. I'm sure it will be much cheaper for P&G to produce this soap (which may have a telenovela format) than ATWT and GL. Also, unlike shrinking white mainstream audience, the younger Latino audience is growing.

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I don't see the big deal. I'm sure it will be much cheaper for P&G to produce this soap (which may have a telenovela format) than ATWT and GL. Also, unlike shrinking white mainstream audience, the younger Latino audience is growing.

I agree with you.

But I do see how it could upset GL and ATWT fans...I hope the show is a success.

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