14 DAY TRIAL // A Microsoft press release has announced a partnership between MSN and LivePlanet, a Los Angeles-based production company that, among others, is behind the three-time Emmy-nominated series "Project Greenlight" on HBO and Bravo that offers upcoming screenwriters financial backing for their projects.
LivePlanet will produce "Fan Club: Reality Baseball" as a part of MSN Originals, the MSN initiative to create online interactive storytelling addressed to the new generation of advertisers and customers. The guinea pigs of this experiment are the Schaumburg Flyers, a minor league baseball team from Chicago suburbia.
On a daily basis, the site will be updated with information and stories on the players, coaches, their wives and girlfriends creating a favorable context to present an insight on their personalities, wishes and problems and on their triumphs and defeats on and off the baseball field. Fans will be able to manage the team by voting on the decisions to be taken for all key aspects of the game from the batting lineup, fielding positions and pitching roster to the overall team strategy in the league. MSN is relying on its 465 million users each month to transform Fan Club in an actual success.
"We're going to hit one out of the park with 'Fan Club: Reality Baseball,'" said Joe Michaels, director of business development for MSN. "We were a bit stunned at first that a professional baseball team would allow our audience to manage it, but we quickly realized that 'Fan Club' is a fabulous programming concept which is perfect for the Web. We're thrilled to be working with LivePlanet because they are great storytellers who can deliver the drama and excitement behind the scenes of this professional sports team. 'Fan Club' is a great example of what we're doing with MSN Originals: providing our audience with new and engaging entertainment experiences and opening up significant opportunities for advertisers."