MTV is bringing back its fashion series "House of Style" as a digital show, the latest move by the cable network in an ongoing effort to reach viewers not only as they watch a TV show, but in the periods of time between episodes.
This is the first time MTV will apply its strategy -- known internally as "storytelling without borders" and focusing on connecting with viewers before, during and after episodes air -- to a series that appears first in a digital venue.
"House of Style" will premiere Oct. 9 in the form of digital segments based in MTV 's style blog. The series will have extensions across MTV 's social-media and digital outlets and will appear in some form on the company's TV networks.
Colin Helms, senior VP of MTV Digital, said MTV will test different formats for "House of Style" as executives figure out how viewers want to digest online video content.
The first iteration of "House of Style" premiered on Jan. 1, 1989. Hosted by Cindy Crawford and later Rebecca Romijn and Molly Sims, the show tapped into America's growing fascination with supermodels and the modeling industry. MTV brought back the series for a one-episode special in 2009.
For the current edition, MTV is using "House of Style" as a content lab where it can experiment with building a piece of video content that can be viewed in several different types of media.
"Being a digital show first allows us to be flexible right out of the gate," said Sophia Rai, VP-production at MTV Digital. "There's the spirit of live TV where we can shoot and quickly turn around content depending on the news of the week."
"House of Style" will also tap into growing social-media platforms such as Instagram and Pinterest to engage viewers.
Starting today, MTV will roll out an archive of the original series, which is sponsored exclusively by Magnum Ice Cream.
The ice-cream maker has been aligning itself with the fashion industry as it looks to convey a status of luxury and decadence. In April, it partnered with fashion brand Alice & Olivia to introduce its new mini ice-cream bars and has tied its name to several Fashion Week events in recent years. It also shot a TV spot last year starring actress Rachel Bilson and directed by designer Karl Lagerfeld.
MTV will release a full documentary on Aug. 7 about the history of "House of Style" and on Sept. 6 during the MTV Video Music Awards it will reveal the host of the new series.