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November 01, 2005

Ms. Seventeen captures the tween market

Monday, October 17 marked the premier of Ms. Seventeen on MTV. In a stroke of branding genius, the magazine spawned a reality show in which seventeen college students compete for prizes that include a summer internship, a scholarship, and being Seventeen’s February 2006 cover girl. The mag’s editor, Atoosa Rubenstein is the omniscient judge (think George Orwell’s “Big Brother”+ “Charlie’s Angels’” Bosley).

While I usually have an aversion to reality TV, this show seems to actually be a positive thing for its target teen and tween market. In addition to the cattiness and personality clashes for which this type of show has become such a guilty pleasure, the girls are required to have substance. The competitors are actually REAL girls- bad hair, skin issues, and various weights and colors included. They offer a much-needed break from the monotony of the actresses on much of MTV’s other programming and are less likely to inspire eating disorders or identity crises than many of the actresses controlling airwaves these days.

Thankfully, common sense is a necessity- hence the elimination of Leah, who repeatedly talked about how she was more interested in the show’s presenting a chance to be on TV than it’s being a great opportunity to learn and be a role model. Plus, what smart girl would admit that she doesn’t want to work in a competition for one of the most intense internships a college student can hope for?

Anywho, the girls are staying in a way-too-cute loft in NYC with the street number 17, and it’s furnished almost entirely by the Seventeen Collection by JC Penny (more branding!) Plus, they all received HUGE cases of Maybelline makeup. Too bad they don’t have Beauty Max flat irons… there were some SERIOUS hair problems in the house. Still no matter who wins this competition, this is an experience viewers and participants aren’t soon to forget, and Seventeen has extended its grasp way beyond the newsstands. Tune in Mondays at 10:30 EDT to get your dose, and check out the website to get behind the scenes action.

Posted by Nafi Saboor at November 1, 2005 05:21 PM

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