VH1 Launches ‘Hit the Floor’
The network’s second scripted series, about a professional dance squad, premieres Monday night at 9 p.m. ET
Tony Maglio
The Wrap
May 27, 2013
VH1 is entering uncharted territory by treating its new scripted series as a reality show — at least when it comes to social media.
The network is launching a number of websites over various social media platforms on Monday, the same day that “Hit the Floor” will premiere. The transmedia strategy will see writers and producers of the series operating character-owned Facebook and Twitter pages throughout the week in an effort to drive conversation similar to VH1’s popular reality television stars.
“What we’d really love to do here is take that social fervor and bring it to a scripted show…It’s really kind of a cross-disciplinary kind of effort that we’re super-excited about,” senior vice president of connected content Dan Sacher told TheWrap. “We’re testing the boundaries of the TV experience, we’re really trying to make it a seven-days-a-week extended storyline.”
The series, which premieres Monday night at 9 p.m. ET, is a scripted show about a fictional basketball dance squad, the Devil Girls, famous in its own fabricated world. The Devil Girls, who dance for (and occasionally sleep with) the professional Los Angeles Devils men’s basketball team, are kind of like the Dallas Cowboys cheerleaders with (more) attitude.
