Nickelodeon is testing the waters of original online content with the July 22 launch of its first broadband series.
Dubbed "Nick Cannon's Star Camp," the online series on TurboNick will follow eight youngsters as they work toward success and stardom in the high-stakes world of music.
Music industry veteran Quincy Jones and his son Quincy Jones III, founder of multiplatform media company QD3 Prods. with Cannon, will serve as executive producers.
Marjorie Cohn, executive vice president original programming and development at Nickelodeon Networks, said Nick properties such as "Mr. Meaty" and "Avatar" have developed a huge following online, so introducing an original series to air exclusively on TurboNick was the next natural step.
"Just in June alone we had the highest month ever for streams, up by 535 percent from last year," Cohn said. "This is a good choice for our first online experience because of the format -- reality lends itself to content that's a little shorter."
The 15-minute, five-episode series will feature Cannon -- who first appeared on Nickelodeon's sketch comedy series "All That" in 1998 -- the show's guide and leader, overseeing the personal development process of the kids. Jones will assume a mentoring role throughout the series as well as during its finale. That will occur in the form of a live stage show produced by Cannon to air August 26 on Nickelodeon's TeenNick block.
Director Debbie Allen and choreographer Fatima Robinson also will lend their talent and experience to what Jones and Cannon call the "media dream team" helping to foster the artistic progress of the eight hopefuls chosen from thousands of kids.
As the Giggle Club, the eight participants will undergo auditions, voice training, lessons in dance, songwriting, acting and stage presence, as well as physical conditioning.
With TurboNick receiving triple-digit increases in viewership during the past year with a record 122 million streams in June, Cannon and the younger Jones envision the series becoming a regular viewing staple on the broadband video player, in the vein of "American Idol."
"This series is a way to combine multiple platforms into one taking advantage of how kids are truly interacting and discovering talent these days," the younger Jones said.
"The goal is to send this first group of kids that we develop on tour and each successive season bring on new groups and ideally expand worldwide."