Sign in to comment!

Menu
Home

Teen Choice Awards Draws Big Names

In a few short years, "The Teen Choice Awards" — which started out as little more than a Christmas tree for movie and CD ads — has become a TV attraction.

It's one of handful of telecasts, including the "MTV Video Music Awards," that attract big-time Hollywood names — and exactly the audience advertisers are looking for.

"It's a very pure audience," says executive producer Robert Bain.

"If you want to appeal to teenagers this is a great vehicle, you don't have to worry about a bunch of people 55-plus watching this show," says Bain a 50-year-old dad who lives in Manhattan Beach, Calf.

And to think, the David Spade (search)-hosted telecast, which airs August 6 at 8 p.m., began with the most mundane of all goals — to snare teen-targeted advertising.

"It was basically a vehicle to attract teen advertisers selling back-to-school [merchandise]," says Bain. "There's very little that's fresh or eventized on network television in August and there are all these teenage advertisers for clothes and schools that are clambering for opportunities to advertise and the networks don't have much in the way of a fresh vehicles," he says.

But in the five years since the show began, it's turned into a mega buzz-worthy stop on the calendar of every major Hollywood star who's got a new movie, DVD, TV show or album to promote.

This year's A-list includes Britney Spears (search), Ashton Kutcher (search), Brittany Murphy (search), Ryan Seacrest (search), Colin Farrell (search), Sarah Michelle Gellar (search), Hillary Duff (search), Tony Hawk (search), and the list goes on.

"It's an opportunity for the talent to use this as a promotional vehicle," says Bain.

"If they have movies coming out or records or DVDs, anything that is kind of drafting off a product of some kind that they're trying to get into the [pop-culture] system, kind of offers them an incentive to be on a show like this."

It's also a chance to see how the winners of categories like "Choice Breakout TV Show," "Choice Movie Chemistry" and "Choice Breakout Artist" handle the coveted life-size Teen Choice Surfboard awards.

"When this show was originally designed we wanted to do something that was wacky, that would stand out and not take itself too seriously," says Bain. "Plus, I knew going in that most celebrities have never surfed and it's funny to watch them try and carry these boards."

It's one of handful of telecasts, including the "MTV Video Music Awards," that attract big-time Hollywood names — and exactly the audience advertisers are looking for.

"It's a very pure audience," says executive producer Robert Bain.

"If you want to appeal to teenagers this is a great vehicle, you don't have to worry about a bunch of people 55-plus watching this show," says Bain a 50-year-old dad who lives in Manhattan Beach, Calf.

And to think, the David-Spade-hosted telecast, which airs August 6 at 8 p.m., began with the most mundane of all goals — to snare teen-targeted advertising.

"It was basically a vehicle to attract teen advertisers selling back-to-school [merchandise]," says Bain. "There's very little that's fresh or eventized on network television in August and there are all these teenage advertisers for clothes and schools that are clambering for opportunities to advertise and the networks don't have much in the way of a fresh vehicles," he says.

But in the five years since the show began, it's turned into a mega buzz-worthy stop on the calendar of every major Hollywood star who's got a new movie, DVD, TV show or album to promote.

This year's A-list includes Britney Spears, Ashton Kutcher, Brittany Murphy, Ryan Seacrest, Colin Farrell, Sarah Michelle Gellar, Hillary Duff, Tony Hawk, and the list goes on.

"It's an opportunity for the talent to use this as a promotional vehicle," says Bain.

"If they have movies coming out or records or DVDs, anything that is kind of drafting off a product of some kind that they're trying to get into the [pop-culture] system, kind of offers them an incentive to be on a show like this."

It's also a chance to see how the winners of categories like "Choice Breakout TV Show," "Choice Movie Chemistry" and "Choice Breakout Artist" handle the coveted life-size Teen Choice Surfboard awards.

"When this show was originally designed we wanted to do something that was wacky, that would stand out and not take itself too seriously," says Bain. "Plus, I knew going in that most celebrities have never surfed and it's funny to watch them try and carry these boards."