CMT has announced “NASHCHAT” the first-ever social interactive fan hangout and conversation companion to season five of the hit series Nashville, across Facebook, Instagram, Twitter, Snapchat and Facebook Live.
The Facebook Live chat will debut immediately following new episodes of Nashville with star Chris Carmack (Will Lexington) set as the first guest on January 5 at 11 p.m. ET/PT on CMT’s Facebook page. Amy Brown, co-host of The Bobby Bones Show, will host the Facebook Live events from a living room in Nashville alongside cast and crew interviews, original music and Nashville insiders.
“Fans saved Nashville. Now we’re inviting fans into our living room to celebrate the characters, stories and music they love,” said Brian Philips, President of CMT. “With ‘NASHCHAT’, we’ll create a home across all social media culminating with a Facebook Live interactive recap and fan chat immediately following new episodes.”
CMT Instagram and Instagram Live will host “NASHCHAT” behind the scenes, CMT Snapchat will feature Nashville cast content, fan community content, games and contests. CMT Twitter will host a daily conversation with the fans including memes, clips, quizzes, photos, recaps and episodic promos.
CMT teamed up with Hulu, which will stream new episodes the day after they air on CMT, to resurrect the series a month later.
The previous ABC series has aired in 225 territories worldwide. Since its debut, the show has inspired 10 soundtracks, including a Christmas album, which have collectively sold more than one million album units and over 5 million single-track downloads. It has also been nominated for multiple Emmy, Golden Globe and Critics Choice awards.
Nashville is produced by Lionsgate, ABC Studios and Opry Entertainment. The series is executive produced by new showrunners Marshall Herskovitz and Ed Zwick (the creators of Thirtysomething) in addition to Steve Buchanan and Callie Khouri.
The Hollywood Reporter notes Nashville is just the latest series to get the aftershow treatment. CMT follows AMC’s The Walking Dead, Game of Thrones, Mr. Robot and Orphan Black in addition to ABC’s Bachelor in Paradise and NBC’s Hairspray Live social presence.
AdAge notes 1.7 million previewed the first hour of the Season 5 premiere ahead of today’s (Jan. 5 at 9 p.m.) two-hour premiere on CMT. The first hour previewed over the holiday season.
Branding is also strong. CMT’s senior VP-integrated marketing, Adam Steingart, tells the paper his Viacom program has found interest with brands like Apple and Taco Bell, neither of which had previously considered CMT for prominent sponsorships. American Express and Sony Pictures sponsored the holiday sneak peak and Coca-Cola has signed on for a multi-episode integration.
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