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September 1, 2015

'Robot Chicken' Duo Create Interactive Digital Reality Series

by Catherine Lawson, posted Sep 1st 2010 7:00AM

Seth Green and Matthew Senreich at the 2010 Creative Arts EmmysAre Seth Green and Matthew Senreich changing the face of TV as we know it?

Fresh from scooping up a Creative Arts Emmy for 'Robot Chicken' last month, it's been reported that they're launching an online reality TV experiment in which viewers decide every major decision a person makes. And unlike the Robot Chicken, that's a real person, not a clay model.

'ControlTV' will follow the life of a twenty-something guy for six weeks, and it will enable the audience to vote, in real time, on every aspect of his life -- from what he wears and eats, to where he works, to who he dates. It's slated to debut in the fall on DBG Video Network.

The show's notable not only for being the first time viewers will be able to direct the actions of a reality TV participant, it also marks a new departure for in-show product placement. Green and Senreich have teamed up with Ford and Sprint Nextel as embedded advertisers, so viewers can expect a lot of product placement. For example, we know already that the guy will drive a 2011 Ford Fiesta, and that Sprint's new HTC EVO 4G phone will be featured.

Talking about their new venture, Green said: "ControlTV places the audience in complete control of a show for the first time ever, and we are eager to learn what they will decide for our protagonist. ... We are thrilled to partner with DBG, Ford and Sprint on this groundbreaking new form of entertainment."

Other producers on the series include former president of Dimension Films, Richard Saperstein, 'The Bachelor' director Ken Fuchs, commercial director Stephen Kessler and interactive technology expert Craig Ullman. According to Saperstein, "This show combines the voyeuristic pleasure of reality TV with the experience of control we get from video games. Plus, it's all going to play out in real time. The concept takes interactivity to a whole new level, and we think it will be highly addictive."

Production on 'ControlTV' is expected to get underway in the fall. The fifth season of 'Robot Chicken' is due to premiere on Adult Swim in December.

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