Action-sports network Fuel TV, Pepsi’s Mountain Dew and the Action Sports Tour are teaming up to provide coverage of the 2008 AST Dew Tour across various multimedia platforms, including TV programming, short-form online content and iTunes podcasts.
The new series, “Dew Underground,” will debut on the network on June 30 at 8:30 p.m. Additional segments recorded at various stops along the tour will be aired during the channel’s live coverage. “Dew Underground” programming will also be available on Fuel TV’s, Mountain Dew’s and AST’s Web properties. Podcasts will be made available for download on Apple’s iTunes.
“We’re very excited about our new partnership with Mountain Dew and the AST Dew Tour to produce this new show and distribute this content across our multiple platforms,” Fuel TV general manager CJ Olivares said. “This show will highlight the new area of content distribution and how Fuel TV works directly with partners to create unique branded content that maximizes their exposure.”
AST is owned by NBC Sports and MTV Networks. The AST Dew Tour and Fuel TV have been partners since the tour was started in 2005.