MTV Going Broadband For VMA Viewing
MTV's Video Music Awards are going broadband, expanding beyond television for a new take on the typically raucous ceremony along with "bonus" performances and other original online coverage.MTV's Video Music Awards are going broadband, expanding beyond television for a new take on the typically raucous ceremony along with "bonus" performances and other original online coverage.
MTV said its new broadband video channel, MTV Overdrive, will include the dedicated "My VMAs" channel to allow fans the chance "to relive and remix" highlights from Sunday's (Aug. 27) show in Miami along with additional coverage of arrivals, parties and interviews.
"It's a way to give people a more complete experience," said Van Toffler, president of MTV Networks Music Group. "What we found with the VMAs is it creates a lot of water cooler talk about what you missed or saw ... whether it was Michael [Jackson] kissing Lisa Marie [Presley] or Madonna kissing Britney [Spears]."
For a month after the event, broadband users will be able to replay the ceremony and sample the bonus material at will. VMA coverage already is available on Overdrive, including a look at the nominees with MTV's Damien Fahey and a profile of first-time nominee My Chemical Romance.
The broadband effort follows MTV's much criticized coverage of the international Live 8 charity concerts in July, which observers said suffered in comparison with the more comprehensive attention from America Online.
Toffler said there was no connection between the VMA broadband coverage and fallout from Live 8. The "My VMAs" effort was in the planning for months for MTV Overdrive, which launched in April, he said.
"What Live 8 did show is that when there is a connection between the TV event and the choice of on-demand consumption after the event, everybody wins," Toffler said.
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