MSN, FremantleMedia Link Up to ‘re:discover’ Local

MSN has partnered with FremantleMedia, the U.K.-based production giant behind American Idol, to launch a new travel guide series re:discover—The Soul of Your Favorite Cities.

The show, which will spotlight 12 U.S. cities over the next six months, was produced on behalf of sponsor Buick. The idea will be to tap into local experts, showcasing cities and neighborhoods through their personal stories.

For example, the Miami episode of re:discover features Maurice “Maui” Goodbeer, the founder of Streetwaves, a nonprofit organization dedicated to teaching young people to surf. Goodbeer founded the group after his younger brother was killed by a gang member. Another episode will feature Danny Pintauro of Who’s the Boss? fame.

Among the other cities to receive the re:discover treatment are Los Angeles, Chicago, New York, Minneapolis, Memphis and Seattle. The show will solicit recommendations and stories from 96 local contributors.

Re:discover is the latest example of MSN’s focus on service-oriented entertainment series created specifically for brands. Among the other shows MSN has churned out for sponsors are the Subway-backed Fit to Boom and Lighten Up Your Summer, produced for Vaseline Aloe Fresh for distribution on MSN’s lifestyle channel Glo.com.