MTV will be hitting all screens and weaving in feeds from a handful of top social network as part of a five-day promotional run-up to Sunday night’s MTV Video Music Awards at the Barclays Center in Brooklyn.
The network will kick off "VMA All Access" today at 4 p.m. ET with the launch of a broadband-powered live stream available on Web browsers (at vma.mtv.com), as well as smartphone and tablets apps and the Xbox 360.
The embedded video feed will feature a 24/7 mix of live and recorded programming, including celebrity interviews, and VMA-themed roundtables and music blocks. On the day of the show, starting at noon ET, the feed will shift to a multi-camera view that will give visitors a chance to watch unscripted, pre-event action from 10 different camera angles. On Sunday from 6 p.m. to 9 p.m. ET, MTV will run its Red Carpet Report alongside a selection of VOD clips.
“The idea [with the live feed] is to capture the energy of the Barclays Center up through the show,” said Colin Helms, MTV’s SVP of digital media.
To keep tabs on the buzz around the VMAs and give viewers an outlet for “spontaneous creations of fandom,” MTV is also stitching in “Social Radar,” an aggregated feed of social content from Twitter, Vine, Instagram and Facebook that will highlight content coming directly from celebs as well as a curated feed of tweets and posts from fans. In addition to versions of Social Radar that run on PCs and mobile devices, MTV has also developed a big screen version that will be integrated into the network’s red carpet TV coverage leading up to the VMAs.
Social Radar aims to give VMA fans a one-stop view of the social buzz leading up to the show, during the event, and in the post-mortem, versus requiring them to monitor the action from individual apps, said Michael Scogin, VP of mobile and emerging platforms for MTV.
The strategy with VMA All Access marks an expansion of MTV’s coverage of one of its tent pole events. Previously, the network would heavy up on editorial content about the VMAs on the linear channel in the two to three days leading up to the live event. “That’s not enough to keep up with the amount of activity that’s going on” around the VMAs, said Colin Helms, MTV’s SVP of digital media.
While driving tune-in is a key driver of the strategy, the overall aim of the five-day tilt is to generate awareness and buzz before, during, and after the show. “It’s not just about the television experience,” Helms said.
But TV, of course, remains a significant factor. MTV said the 2013 VMAs will be offered via its network of more
than 60 channels worldwide. MTV noted that the live VMAs telecast from the Staples Center in Los Angeles attracted 6.1 million total viewers.