MTV has given the go-ahead to a hybrid scripted/reality series starring Jamie Kennedy.
Jamie Kennedy's Blowin' Up is something like a combination of the actor's two best known works: the Warner Bros. theatrical film Malibu's Most Wanted, in which he played a wannabe rapper, and the WB series JKX: The Jamie Kennedy Experiment, in which he played pranks.
In Blowin' Up, Kennedy and his best friend, Stu Stone, try to become legitimate hip-hop stars by crashing meetings with music moguls and artists in hopes of landing a record deal. The duo will produce real original music to back the effort.
The series will premiere some time next year; the number of half-hour episodes ordered hasn't been determined.
Blowin' Up is getting traction at MTV as the hip-hop world is delivering one of the channel's hottest attractions: New series Run's House, featuring rapper Reverend Run and his family, has emerged as a strong addition to the schedule in the core 12-34 demographic, as is Making the Band 3, with rap mogul Diddy.
The breakouts extend a tear MTV has been on coming out of the third quarter, which was the most-watched quarter in the channel's history, averaging 494,000 in the 12-34 demographic. Third-quarter ratings for total day were up 10 percent from the same quarter the previous year.
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