In 2007, America Ferrera won an Emmy for “Ugly Betty” and now will produce “Pedro & Maria,” the MTV show being produced with P&G and Electus, the multimedia studio created by Ben Silverman. Ben Silverman is the former NBC executive and producer of “Ugly Betty.” Ferrera's role will be similar to that of Selma Heyek for “Ugly Betty” with Silverman, says Electus COO, Drew Buckley.
Ferrera was impressed with Ben Silverman’s ability to adapt “Ugly Betty” from a Colombian TV telenovela. She states, “This Jewish man, born and raised in New York, could see an enermous success in Colombia, and could translate it… so it speaks to a multicultural audience in a country.”
Silverman and Buckley went to P&G for help developing, extending and controlling the “Pedro & Maria” brand. Electus will co-own the digital rights to “Pedro & Maria” with MTV. Electus has spoken to German TV about a version of “Pedro & Maria." Electus also plans on reaching out to other countries, but at the moment "there is not blueprint" Buckley states. “This is a new format. No one has any idea what it will translate into to,” Ferrera says.