MTV wants to vie for the attention of the online video masses with programming designed specifically for the YouTube generation. The media company’s first original YouTube channel, MTV Braless, just launched with YouTube sex vlogger Laci Green as host.
Referencing the 1970s sexual revolution, Braless will appropriately focus on social issues surrounding gender and sexuality. Green notes other topics of interest in the channel’s teaser trailer, such as politics, pop stars, “not taking sh*t,” and “bras — lots of bras.” Green then invites viewers to join her in taking it all off by subscribing to the new channel.
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Green has signed a 12-week deal to host the channel’s weekly episodes, the first of which is expected to arrive on November 4, 2014. In it, Green will cover the topic of what feminism means as it relates to Taylor Swift’s recent declaration she’s been a feminist for years.
Colin Helms, MTV’s SVP of connected content, told Variety MTV sees the Braless channel as “an experiment, to engage the YouTube audience.” The scripted content is written specifically for YouTube viewers and in the direct-to-camera format with which those viewers are already well-acquainted. Staying true to its digital focus, the channel’s full episodes will live exclusively online (though Helms expects snippets will air on MTV’s various cable channels). Additionally, Helms noted the channel as a “pure branding” effort. As such, MTV won’t sell any ad space on Braless.
MTV tapped Green as its initial host of its new initiative because of the young woman’s ardent social media fans and her Sex+ YouTube channel that’s over one million subscribers strong. “Laci has a big following in this space, with content presented in a smart, funny way that’s a fit for our demo,” Helms said to Variety. “Part of what we like is that she has her own channel — so ideally we’ll tap into her audience.”
As well as hosting the 12 Braless episodes, Green will write articles about feminism and sexuality for MTV.com. That’s all in addition to her regularly scheduled duties as a guest host for DNews, a science-based show on Discovery Digital Networks’ TestTube.