MTV adds broadband to ceremony
LOS ANGELES – 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, the channel said Thursday.
MTV, which is part of the media company Viacom Inc., 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 show 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 watercooler talk about what you missed or saw … whether it was Michael (Jackson) kissing Lisa Marie (Presley) or Madonna kissing Britney (Spears).”
Broadband users will be able to replay the ceremony and sample the bonus material at will, including performances from bands including the Killers.
The “My VMAs” customization feature will be available after the show concludes.
Diddy will host the Video Music Awards, airing 8 p.m. EDT Sunday from Miami.
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, the online service owned by Time Warner Inc.
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