Burnett, MySpace get political
'Independent' timed to 2008 elections
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The two entities are behind “Independent,” an online project targeted to become a full-fledged TV series built around a search to find the next great politician.
The show, timed to the 2008 elections, hasn’t yet been pitched to networks. It comes with a $1 million prize … and a catch: Winner must donate the money to a political cause or use it to run for office.
“This is the ‘American Idol’ of political action,” said Burnett development head Roy Bank. “We’ve been exploring for a while how to do something in and around what is going to be the topic on everyone’s tongues next year — the elections. We wanted it to be legit, and there’s no greater democracy in play right now for people in their 20s than MySpace.”
“Independent” reps MySpace’s first deal to be the exclusive online partner for a TV show.
MySpace co-founder Chris DeWolfe said it grew out of conversations he had with Burnett over the site’s new “Impact” channel, which attempts to get young people involved in politics.
“He got excited about that and then he told me about the idea for this show and the more we talked, the more it made sense,” DeWolfe said of a breakfast meeting the two had.
Potential contestants will submit their video applications on MySpace. Once chosen as finalists, they will create profiles on the site that will double as their campaign platforms.
The candidates will then be required to go out and interact with the public. They’ll receive feedback via an “interactive town hall environment” both through the MySpace community and on the TV show.
“The largest number of eyeballs able to be reached at any one time is still network television, but clearly, the world’s largest social networking community is found on MySpace,” Burnett said. “This huge, powerful group of young Americans will definitely generate strong opinions, and unquestionable influence.”
MySpace users and the TV show’s viewers will also help sway what the winner eventually does with the $1 million prize.
“They must give it away or use it in a way that’s meaningful,” Bank said. “They could start a political watchdog group or run for any office in the land — mayor, governor or even president.”
Bank said it’s unlikely there will be any restrictions (such as age) in applying for “Independent.” That way, should the winner fall below the Constitution’s age and nationality restrictions for presidential candidates, he or she can still run for another office.
“Independent” is even open to existing politicians as candidates, Bank said.
“I’d love to see the mayor of a town or a congressman take part,” he said. Politicians will also be tapped to serve as mentors for candidates on the show.
“Independent” will begin searching for applicants this fall, when MySpace will launch its first web page.
Bank said the show is pegged to air concurrently with the early political season next year, including the primaries.
Given MySpace’s News Corp. lineage, Fox would appear to be a likely candidate for “Independent.” But Bank said the show will be pitched everywhere.
“Fox would be a great partner, but we’re not limited to only talk to them,” he said. “It will go to the network that’s most passionate about it.”
MySpace will provide the show’s Web infrastructure and some marketing, but won’t be footing any of the TV show’s costs.
“We’re responsible for the interface and the social features, but we’re not looking to be partners on a TV show,” said DeWolfe.
He added that MySpace will be making several more partnerships and original programming deals in the near future to beef up its video section, which competes with YouTube.
Burnett isn’t the first producer to attempt to identify an up-and-coming politician via reality TV. R.J. Cutler adopted a similar conceit with Showtime’s “American Candidate,” originally developed at News Corp.’s FX cabler.
Bank dismissed similarities between “American Candidate” and “Independent,” however.
“That was smaller, with no public interaction,” he said. “That’s the biggest difference. This is real people, real constituents, with interaction here.”
The other distinction, he said, was “Independent’s” involvement with MySpace.
“People gravitate to MySpace, where they’re really heard,” he said. “By combining MySpace with the TV show, you can take it far past just a vote … I believe Americans are ready to hear a voice that reflects who they are and what they believe.”
Meanwhile, there’s another serious effort afoot to field an independent candidate for the presidential nomination.
With an eye toward fielding candidates who will appeal to the center, Unity08, a group formed by a team of experienced political professionals, is seeking to find a bipartisan presidential ticket that will be selected via an online convention in June 2008.
Among the names mentioned as possible contenders are New York Mayor Michael Bloomberg and Sen. Chuck Hagel (R-Neb.). Any registered voter can participate in the selection process as an online “delegate.”
The Unity08 spokesman, actor Sam Waterston, will outline the group’s plans at an appearance today before the National Press Club.
(Ben Fritz and Ted Johnson contributed to this report.)
