Stig Östlund

söndag, januari 23, 2011

MTV is planning a new awards show aimed at the web


Never ones to miss the chance to celebrate, especially if it means the chance for exclusive performances from "today's hottest stars", MTV is planning a new awards show aimed at the web - literally. The show, which will honor the best of digital music and social media, will take place at some point this spring, and be online-only.
According to Dermot McCormack, MTV's EVP of Digital Media, the unnamed show will "be the opposite of a TV awards show" with "social conversation [as] the centerpiece." What that actually means is open to question - rumored categories include Best Music App and Best Music-Related Tweet - but McCormack seems energized by the possibilities it apparently offers:
There's a lot of contraints on TV. Digital, as a storytelling medium, has fewer constraints. We will look to innovate around how to take advantage of the tools the web offers. The digital music world needs a new MTV. And we would like to apply for that job.
As long as it doesn't mean we'll get Daniel Tosh reading out viewer tweets in front of a greenscreen, I think we can all agree that everyone needs a new MTV, thank you very much.

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