Moving Beyond 'The Hills'

MTV's top-rated reality show "The Hills" consistently delivers a heavy dose of friendship feuds, workplace sagas and late nights out. What it doesn't show: the cultural phenomenon it has created--and the opportunities that have come along with it.

In addition to an audience of some 4 million viewers tuning into the Viacom-owned cable network, the top-rated docudrama has made stars out of its cast. But rather than simply sit back and revel in the series' success, as cast members in reality shows past have done, this MTV cast of privileged--and savvy--20-somethings is capitalizing on the show's widespread popularity by launching fashion lines, bagging endorsement deals and landing spinoffs.

Among them: the series star and "Laguna Beach" alum Lauren Conrad, who has parlayed her reality-TV fame into tabloid stardom and a career in fashion. In addition to a slew of celebrity weekly covers and endorsement deals with companies like Avon's Mark and Linea Pelle, the 22-year-old star and Celebrity 100 member recently launched the Lauren Conrad Collection, a California-themed fashion line for sale in 500 specialty boutiques.

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"The reason that I was able to start this line so early is because I'm on the show," she says of her MTV-backed line, which she hopes to continue long after the series. "You have a celebrity that you get from being on TV, and you can use that to create a brand."

The way University of Iowa's Mark Andrejevic, author of "Reality TV: The Work of Being Watched," sees it, Conrad is representative of the future of television, where advertising and entertainment are one and the same. "Conrad is an avatar of synergy," he explains. "Her show promotes the clothing line and magazines, and her magazine covers promote the show."

The irony: That fashion line, which she not only has creative control over but also consumes a significant chunk of her week, is never mentioned on the reality series. Same goes for her paparazzi following (which often makes filming a challenge) and the subsequent tabloid spreads.

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The decision not to address the celebrity that comes along with the show was a conscious one by the network, explains Liz Gateley, senior vice president of MTV series development and an executive producer on the show. "We really wanted to follow what our viewers would relate to, which are the decisions you make about your career and your friendships," she says. "Lauren's a much more relatable character if we just kept it to her personal relationships."

The same can be said for castmates and fellow tabloid stars Heidi Montag and Whitney Port, who are similarly prolonging their so-called 15 minutes of fame--or at least attempting to--by launching fashion lines when the MTV cameras aren't rolling. Montag's Heidiwood for Anchor Blue, which includes affordable tops, jeans, skirts and accessories, is geared towards a 16- to 21-year-old set, while Port's contemporary line, Eve & A, will be sold at a slightly higher price point.

Port is also in early talks for her own MTV show, which would reportedly follow her bicoastal life as a fashion publicist at People's Revolution. Assuming it gets the green light from MTV, the show will be "The Hills'" second spinoff. Conrad's on-again, off-again fling, Brody Jenner, has already signed on for "Bromance," an upcoming MTV series that will chronicle his hunt for a new member of his Hollywood entourage.

To Andrejevic, such brand extensions are little more than transparent attempts to maintain a semblance of fame. "Because reality-TV celebrities depend upon the limelight," he says, "they're willing to do what it takes to stay there and often are only too eager to cash in on what may well be rather fleeting celebrity."

Regardless, for MTV's Gateley, the subsequent series--much like the cast's fashion lines--make perfect financial sense. "Any time you have a successful show, you want to protect the brand of the series while continuing the life of its characters."