MTV: Music Television will throw its hat into the repurposing arena when it
debuts episodes of Warner Bros. action series Fastlane days after its
initial premiere on the Fox Broadcasting Network.
The young adult-targeted show, which stars Peter Facinelli (The Scorpion
King) and Bill Bellamy (Any Given Sunday, The Brothers) as undercover
Los Angeles cops, will air on MTV twice weekly on Sunday and Monday nights
beginning Oct. 12, at least eight days after airing on Fox, MTV officials
said.
The deal marks the first repurposing agreement for the music-video
network.
The show's Sept. 18 premiere on Fox debuted to strong ratings, winning the
hour in MTV's target adult 18-through-34 demographic, as well as among adults 18
through 49. The show averaged some 10.1 million viewers.
MTV will also work with Warner Bros. to promote Fastlane through
on-air spots that will direct viewers not only to the MTV run, but back to Fox.
Additionally, the music network will air a special featuring music videos from
the series.
'When we first heard about Fastlane, we were confident that the show
would appeal to our audience,' MTV and MTV2 senior vice president of programming
Paul DeBenedittis said in a prepared statement.
'This is a highly stylized, movie-quality series, crafted from a director who
grew up in the MTV generation and who truly understands what appeals to a
younger generation of television viewers,' he added.
