MTV Goes Social With Alexa Chung

US Music TV channel MTV has signed up the UK’s Alexa Chung(@alexachung) to front a new show.

It’s On With Alexa Chung will be a daytime television show with the usual mix of chat, music and celeb interviews. The set will apparently look like it’s Alexa’s apartment with the premise of the show being that she’s a Brit who’s just arrived in New York and is looking to make friends.

What makes this show particularly interesting is that MTV plans for it to be have a heavy social media element. Viewers will be able to interact via Facebook and Twitter – and not just during the 60 minutes of the show itself. David Sirulnick of MTV said:

The show will air one hour a day. But for the other 23 hours we want viewers to be engaged with Alexa and what is on the show.

Sirulnick clearly recognises the potential of social media to transform television into a truly interactive experience, saying:

[The audience are] going to expect us to talk to them the way they talk to each other. It’s the way they experience the world

It’s On will debut on June 15 at midday, with a later slot possible if things go well. First guests are rumoured to be Jack Black and Michael Cera.