In yet another instance of corporate synergy, MTV: Music Television will produce the halftime show for Super Bowl XXXV, to air on CBS, officials said last week.
MTV and CBS are both units of Viacom Inc., which helps explain the deal. But MTV officials said they've had a deal with the National Football League for several years, long before the CBS Corp.-Viacom merger.
Salli Frattini, one of the executive producers of the halftime show, said MTV has the expertise to craft a production that will appeal to viewers of all ages on Jan. 28 in Tampa, Fla.
"MTV has been producing entertainment specials for the past 20 years," she said. "You have to look at us as a production company," she said.
MTV also plans to televise a Rock 'n' Jock Super Bowl event the day before this year's game. Total Request Live will also originate from the NFL Experience in Tampa.