‘House of Style,’ the iconic MTV fashion show hosted by super models like Cindy Crawford, Rebecca Romijn, Molly Sims and Bar Rafaeli is revving up for a comeback on the web. MTV is bringing the series back as a digital show, which will premiere on the MTV style blog on October 9.
Jeanine Poggi of Ad Age Media News reports that this is a part of a new strategy that MTV is referring to as “storytelling without borders.” Poggi describes it as “an ongoing effort to reach viewers not only as they watch a TV show, but in the periods of time between episodes.” This has become increasingly important as viewers spend more time in front of their computers and less time in front of their televisions.
It sounds like the show is going to be something of a word in progress and they will be experimenting with the content as they go along. VP-production at MTV Digital, Sophia Rai, says, “Being a digital show first allows us to be flexible right out of the gate. There’s the spirit of live TV where we can shoot and quickly turn around content depending on the news of the week.”
MTV will also be using ‘House of Style’ to experiment with different types of media. In addition to the web show, which is likely to appear in some form on the company’s TV networks as well, ‘House of Style’ will utilize services like Instagram and Pinterest to engage viewers.
Can’t wait until October 9 to get your fix of ‘House of Style?’ Starting today, the network will be rolling out an archive of the original series, which premiered in 1989 (it should be a ton of fun to get a glimpse into the fashion scene of over 20 years ago). They are also releasing a full documentary about the history of the show on August 7, and the host of the new series will be revealed during the MTV Video Music Awards on September 6.
Are you looking forward to the new ‘House of Style?’ We’d love to hear your thoughts in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.