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August 26, 2005
It is happening. The Internet has become another TV Channel:
Building on the trend I first explored back in July during the AOL Music broadcast of the Live8 concerts, the broadband Internet is quickly becoming amongst many other things, an alternative commercial TV Channel which has the unique ability of offering a "rich media" experience to those who watch it.
Sunday's Video Music Awards ("VMAs") looks like it will be known as another breakthrough event, at least for Viacom and MTV, where MTV plans to take content from their own awards show, "go broadband" and use the platform to include bonus performances and other original programming. MTV is calling their internet broadcast channel: "MTV Overdrive."
In a prepared press statement, Van Toffler, president of MTV Networks music group said: "We know our viewers enjoy watching the show live with their friends, but we also know they are looking for the added experience of being able to customize their own VMA -- re-watching their favorite moments and performances or creating their own director's cut with highlights from their favorite artists -- and that's exactly why we created MTV Overdrive."
With full knowledge of how successful AOL Music was in their internet broadcasting of Live 8, I’m wondering how much of that experience MTV will actually apply. One thing I will be looking for is how much of the content shown during the VMAs on MTV is different from the content available on MTV Overdrive.
With MTV taking the lead with the VMAs, it will be interesting to see how long it will take for the other networks to add a "broadband channel" for their coverage of live award shows and/or significant sporting events. The clock has started ticking...
Posted by jeff on August 26, 2005 08:27 AM | Permalink
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Comments
Posted by: Matt at October 2, 2005 08:14 PM