ON: Get Primpted

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Mobile

ON: Get Primpted

By Joanna Peña-Bickley

July 17, 2006

1 min read

GoTV Networks, a
subscription-based mobile content vendor has launched Primped, a new
made-for-mobile makeover series hosted by current Playboy covergirl
Vida Guerra.

At launch Primped, which was developed in conjunction
with mobile content producer and distributor Zingy Inc., is available
exclusively to Sprint subscribers for $6.99 per month. The series
features three "plain Janes" undergoing a hair, makeup and fashion
transformation into divas under Guerra's supervision--while ultimately
competing for a grand prize of $20,000.

While the show does not carry ads, producers say that
product placement will be incorporated into all of the show's
makeovers. Brands that have initially signed on are the apparel
companies Dollhouse and Union Bay--each reflective of the show's target
12-24 year-old audience.