Major League Baseball has taken its fair share of criticism for being slow—like Clay-Buchholz-pitching-with-a-runner-on-first slow—adoption of advanced media, but let’s give our nation’s stodgy old pastime its due for making some serious inroads in terms of fan interaction, technology and advanced media in the last few years. The fact that you can now watch Game 7 of the 1952 World Series in its entirety on YouTube is proof that after a rough start, baseball is getting it.

MLB is announcing a new weekly series on MTV2 that brings baseball fans into contact with MLB players and celebrities in a show that celebrates the intersection of baseball and pop culture. Baseball on MTV2? Could our much beloved ball game be getting (gulp) cool?

The new weekly 30-episode series will debut next April and is executive produced by two of baseball’s most compelling personalities, Red Sox slugger David Ortiz and Pirates outfielder Andrew McCutchen. The show will be shot at the MLB Fan Cave in New York City and will include interviews, features about athletes off the field and celebrity appearances.

“The MLB Fan Cave has been an enormous success in showcasing the personalities of our star players,” said MLB Executive VP of Business Tim Brosnan, in a statement announcing the show. “Being able to partner with MTV on a weekly TV series will give us an opportunity to bring that concept to an even broader audience.”

Paul Riccie, senior VP and head of development and production for MTV2 and mtvU says the network approached Major League Baseball with the idea. Ricci says Ortiz and McCutcheon will give creative input for each show and appear as often as possible throughout the season. “They’re authentic voices in the sports,” Ricci said in an emailed response to questions. “Which our audience really values.”

As for the prevailing sentiment that baseball is having difficulty attracting younger viewers, Ricci seems to indicate rumors of the sport’s demise have been greatly exaggerated.

“If you look at the 2013 World Series, ratings among young people 12-34 were up double-digits year-over-year,” he says. “This partnership is a great way to connect our audience directly with the baseball starts they love.”

Brief Take: MLB is thinking outside the diamond to attract fans of all ages.

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