The 'Three-Screen' VMAs
Posted by chet on 08-28-2006MTV has been talking about being “multiplatform” for awhile now, and this Thursdays VMA award show is supposedly going to be a example of their approach.
They’re creating simultaneous and unique content across TV, computer and cell phone screens. Instead of producing a TV show and adding on mostly post-show content choices for their Overdrive web portal, they are treating each "screen" as an important part of the live broadcast.
The broadcast looks like this:
"In addition to the main awards show, which will run on the flagship channel, sister network MTV2 will air a specially tailored offering, featuring its own VJ hosts, dedicated commentary and special award presentation. At the same time, MTV's online portal, Overdrive, will provide a live feed of the scene backstage. And for those not sitting in front of a computer or TV, throughout the night MTV will deliver short highlight videoclips to mobile phone users."
For more on this, read the article in Reuters (which is a different article than I linked in Essentials).
