Latenight talkshow host Conan O'Brien will be a first-time host of the 2014 MTV Movie Awards in April, and the Viacom-owned cabler is turning to YouTube supergroup Our2ndLife for a unique series of promotions leading up to and during the event.
The kudocast is set to take place Sunday, April 13, from the Nokia Theatre L.A. Live in Los Angeles. The MTV Movie Awards telecast will air at 9 p.m. ET/PT.
'After eight years of intense negations, I am honored to announce I am hosting MTV's second-most prestigious awards show,' said O'Brien, in a prepared statement.
O'Brien, who hosts talkshow 'Conan' on TBS, has built a large social presence on Twitter, Facebook, YouTube and teamcoco.com - which MTV said made him a logical choice to target a millennial audience.
On Wednesday, after MTV announces the nominations for the awards, MTV will release 'Nominee Rundown,' which will feature members of Our2ndLife (O2L), a YouTube comedy group of six young dudes who are managed by multichannel network operator Fullscreen. The O2L team will produce short segments that will air on MTV during 'AMTV' and also will be made available through MTV's online, mobile and app platforms as well as through O2L's social channels.
MTV is paying the O2L team, which has 1.5 million followers on YouTube and 483,000 on Twitter, as talent to participate in the Movie Awards campaign, which will include having them as 'social correspondents' on the red carpet. Collectively, the O2L members have more than 8 million YouTube subscribers.
'The idea is to take Internet celebrities and bring them into our world,' said Colin Helms, MTV senior VP of connected content. 'The benefit is, we get an authentic voice - someone who is excited about our shows and content but is also bringing it to their audience.' O2L's specific role in the MTV Movie Awards telecast is yet to be determined, according to Helms.
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