CMT will try out a new way to connect with viewers tonight as it teams with Meerkat and sponsor Mountain Dew to provide a front row, live stream of Florida Georgia Line’s performance of “Anything Goes” during the CMT Music Awards, which gets underway at 8 p.m. ET.
The plan is to let Meerkat users watch the performance via a live stream (an on-demand version will be offered later in a Mountain Dew-skinned player) that will be captured by a CMT producer using an iPhone outfitted with the Meerkat app. The live feed will be accessible through the Meerkat app or via a URL that will be distributed from Meerkat to CMT’s Twitter account (1.13 million follows) and Facebook page. The Mountain Dew handle will also be tweeting it out.
While there’s monetization component built in via the sponsorship, CMT intends to tap into into Meerkat and provide this close-up “unobstructed view” of the performance as a new way to engage with fans, Adam Steingart, CMT’s senior vice president of integrated marketing, said.
The partnership also gives CMT ownership rights to that content and the ability to repurpose it for other platforms following the event, he added.
Other programmers are starting to use mobile live streaming apps to promote content and connect with audiences. VHI, another Viacom-owned channel, recently used Twitter's Periscope platform other social channels to generate buzz around Love & Hip Hop and the May 25 live wedding of New York cast members Yandy Smith and Mendeecees Harris.