MTV takes Super Shore to Italy
Details
Juan Fernandez Gonzalez
| 05 July 2017

Viacom has extended its glocal production roster with the first Italian MTV Super Shore, which will air across 32 markets worldwide.

After the first two seasons in Spain, MTV Super Shore’s third season will be filmed in Italy. The international co-production between MTV’s Latin America and Southern & Western Europe, Africa and Middle East business units will air on MTV channels across 26 countries in Latin America, including Mexico and Brazil, and across six European markets, including Italy, France and Spain this autumn.

MTV Super Shore was the first Viacom show to be part of the company’s glocal strategy, which seeks locally produced formats aimed at a global audience. Viacom has also tried the same strategy with other shows, such as Ridiculousness.

“I’m delighted to announce that Super Shore will be back for a third season and that we are producing it for the first time in Italy,” said Pete Flamman, SVP MTV Southern & Western Europe, Middle East & Africa. “The new location and our diverse multi-national cast once again reinforces to the glocal appeal of the show.”

“MTV Super Shore has proven MTV’s ability to deliver compelling content that engages young audiences and breaks barriers across the world,” added Tiago Worcman, SVP and brand manager for MTV Latin America and Brazil.

MTV Super Shore’s previous seasons generated great results for MTV across Europe and Latin America. In Mexico, the premiere of the first season was ranked top on all pay-TV channels, while the show entertained more than 18 million viewers on TV across Mexico, Colombia, Argentina, Brazil, Peru and Chile, and an additional 48.9 million viewers on digital platforms, mostly through MTV Play app.

In Spain, the season two premiere claimed the top spot on Spanish pay-TV for the target demographic (18-35) and was the most watched programme on MTV Spain since the brand’s return to pay-TV.