MTV Europe, C&A retailer team up for youth project

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LONDON -- MTV Europe and C&A, the European fashion retail specialist, have entered into a pioneering new programming and marketing partnership called Turned On Europe.

The initiative aims to discover how young Europeans live their lives by inviting young people to makes movies of themselves and their friends as they discuss issues which affect their lives.

Information packs and instruction videos on how to produce a video story will be distributed throughout C&A stores in Europe. Participants will use their own equipment, such as camcorders.

In addition, an MTV production crew will travel across Europe this summer in a customized production bus, providing film-making facilities for young people wishing to take part in Turned On Europe. MTV will air Turned On Europe in early 1997.

"C&A has been a business partner of MTV Europe since 1989, with extensive sponsorship and airtime commitments over the years," says Boris Kaz, senior vice president, MTV Networks Europe.

He adds that the joint venture is "further proof of the added value MTV can provide brands wishing to reach young Europeans both on and off air."

Copyright July 1996 Crain Communications Inc.

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