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Major League Baseball and MTV are creating a glitzy field of dreams designed to lure the 12-34 demographic by fusing the game with popular culture in a highly immersive way.
But if they build it, will young people come?
Their pitch is a weekly 30-minute show set to debut this spring. Hosted from Fan Cave, MLB’s three-story, 15,000-square-foot multimedia production hub at the corner of Broadway and 4th Street in New York, the series is executive produced by baseball stars David Ortiz and Andrew McCutchen, who will appear in some segments, as will other players.
“Tonally, the show is focused on everything that happens off the field,” says Paul Ricci, svp, head of development and production at MTV2.