NBC Universal Digital Studio today announced the original web series “Dial Star” featuring AnnaLynne McCord (“90210,” “Nip/Tuck”). Developed exclusively for AT&T1 by the NBC Universal Digital Studio and MEC Entertainment, a division of AT&T’s media agency MEC, the series will debut in June 2010 at http://www.dialstar.tv/ and will be promoted on www.facebook.com/attshare.
“Dial Star” chronicles the adventures of Celia (Audra Griffis), a twenty-something small-town girl whose dream of fame brings her to Los Angeles. A struggling actress, Celia’s life is suddenly changed when actress AnnaLynne McCord’s mobile phone lands at her feet and the door to Hollywood stardom is opened in an unexpected way. But will her relationship with best friend Natalie (Cara Santana) and new crush Austin (Justin Wilczynski) survive her new access to A-list parties, red-carpet events and auditions she was never supposed to know about?
The glamour-filled storyline of “Dial Star” plays out in a 10-episode series available broadly across NBC Universal out of home and broadcast platforms, video-on-demand, and electronic sell thru; AT&T mobile handsets, AT&T U-verse® TV, and ATT.net; and will be promoted via AT&T Share on Facebook. To promote the program, MEC leveraged NBC’s cross platform assets to create a broad distribution plan, expanding the content beyond the online episodes to include interactive blogs, text messaging and social media channels. The series features appearances by actors Jesse Metcalfe (“Desperate Housewives”), Ashley Newbrough (“Privileged”), Clint Howard (“Apollo 13,” “Cinderella Man”) and designer Randolph Duke. Aury Wallington (“Sex and the City,” “Veronica Mars”) has been signed as writer while Fred Gerber (“Desperate Housewives,” “Greek,” “90210”) will direct. Bonnie Fuller’s HollywoodLife.com will also serve as an integrated marketing partner.
“As the leader in original digital entertainment with brands, ‘Dial Star’ proves yet again that world-class brands and leading networks and studios can come together seamlessly to provide incredibly entertaining content for viewers,” said Death. “Delivering broadcast-quality content at massive scale is imperative if we are to further blur the lines between traditional and new media productions – and ‘Dial Star’ does that better than anything the web has seen to date”
Chris Schembri, Vice President, AT&T Media Services, added: “‘Dial Star’ is an exciting way to inspire consumers to connect with the new AT&T Rethink PossibleSM brand and our mission to push the limits of what’s possible while showcasing the products and technology we deliver that keep consumers connected to the people and things that matter most. We are excited to work with both MEC and NBC on this innovative form of storytelling and look forward to sharing it with consumers this Summer.”
“The chance to work with ‘Dial Star,’ NBC and AT&T is an exciting way to integrate and showcase the HollywoodLife.com brand,” said Bonnie Fuller, President and Editor-in-Chief of HollywoodLife.com. “We are thrilled to have the opportunity to create online content that parallels the new digital web series and help build an engaged audience with compelling editorial.”