MTV heads back to uni with Strongbow

Viacom-owned MTV in the UK has commissioned a competitive reality show that transports participants back to their lives as ‘freshers’ in the first year of university.

The series is set to launch later this year produced by Viacom’s Elephant House Studios and has been backed by cider brand Strongbow as an ad-funded commission.

Re-Freshers Week Presented by Strongbow (5×60’) features a group of eight 25- to 30-year-olds who are seeking to recapture the freedom of being a fresher at university.

Living together in a student house, the contestants compete in Freshers week-inspired tasks brought to them by different guest judges for a cash prize.
  
Mark Swift, senior VP of UK commercial and international ad sales for Viacom International Media Networks, said: “Ad-funded programmes are a brilliant way for brands to bring their brand personality to life. Strongbow came to us looking for a way to connect with audiences and we’ve pushed the boundaries of the brief with a fun programme concept that is certain to resonate with MTV viewers.”