During this past May’s Movie & TV Awards, the network aired a brief – and cryptic – teaser for a new series set in Siesta Key.
The commercial promised a July premiere and teased a similarity to “The Hills” (From The Hills to The Beach … Welcome To Siesta Key), but it was otherwise very ambiguous.
Many observers expected MTV to offer a more formal, detailed announcement in the days following the awards show. Those observers were wrong.
The network spent the remainder of May and entirety of June in a state of silence regarding the show. It neither issued a press release nor added the show to its official website.
MTV finally broke its silence – to a degree – on July 3. The network created social accounts for “Siesta Key” and uploaded a new version of the teaser that formally confirms a July 31 premiere date. The show will bow at 10PM ET that night.
— Siesta Key (@SiestaKey) July 4, 2017