Ben Silverman, America Ferrera and P&G Partner for Interactive Cable Series

Apr 13, 2010  •  Post A Comment

America Ferrera, the star of "Ugly Betty," is partnering with former NBC entertainment executive Ben Silverman and Procter and Gamble to create a multicultural, interactive telenovela that will be a modern-day "Romeo & Juliet," according to the Associated Press.

The show, "Pedro & Maria" will be bilingual and is targeted for MTV and various Web platforms.

Viewers will somehow be able to decide in what direction the story goes.

According to the AP, "Procter & Gamble Co., which makes everything from shaving cream to batteries, will co-produce the project, making commercials with "Pedro & Maria" touches inside them.’Right now, the plan is much more for them to utilize elements of the show in their own marketing, and for them to use customized vignettes outside of the show,’ Silverman said.

Silverman is now running Electus, which is part of Barry Diller’s IAC/InterActiveCorp.

Interestingly, the acclaimed musical "West Side Story" is also based on "Romeo and Juliet," and when "West Side Story" was revived on Broadway a few years ago it was also presented in a bilingual manner.


  1. Ben Silverman is not a visionary. He’s just rehashing ideas…

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