MTV’s Video Music Awards (VMAs) air Sunday, Aug. 28, and this year the network is kicking things up a notch with an expanded slate of mobile and apps to add a so-called second-screen experience, on other devices while watching the show.
For the past several years, MTV has aimed at offering home viewers a more enhanced and interactive experience through its VMA All Access program. In 2009, when Kanye West famously interrupted Taylor Swift, the moment was able to go viral more quickly, thanks to MTV’s live highlight videos of the show on the web.
Now MTV is expanding its VMA All Access Live experience to include the desktop, iOS and Android.
Viewers can tune into MTV’s VMA website and access various camera angles of live feeds set up around the event. These angles will include the red carpet, backstage, the paparazzi pit and the green room.
Twitter Tracker Reloaded
MTV is also bringing back its popular Twitter Tracker visualization tool that shows what subjects and topics are most-tweeted during the award show.
MTV has been using the Twitter Tracker at the VMAs since 2009, and the network told Mashable they’re always surprised by what events and moments take off on the social network. Going into the 2010 awards, the brass at MTV expected Kanye West appearing alongside Taylor Swift to generate the most buzz and discussion. Then Lady Gaga showed up in a meat dress and that became the most-buzzed moment of the night.
This year, the Twitter Tracker will include a virtual map of the auditorium so that fans can see when a celebrity or artist is tweeting.
Integrating the Live Experience Across Channels & Devices
Although the VMA All Access Live program is designed to augment the award experience, not replace it, MTV will be adding clips of performances and unexpected moments to the web in nearly real time.
Viewers can then share those videos across Facebook and Twitter and embed clips in their own blog.
This year, MTV is bringing the website experience to the MTV News App for iOS [iTunes link] and MTV News for Android [Android Market link] as well as through the new MTV WatchWith app for iOS [iTunes link].
The apps will also keep users abreast of the winners as they are announced, and fans can send messages to winners or share their thoughts online.
Consistent Experience Across Devices
The big initiative with the All Access Live program this year is to provide viewers with a consistent experience, no matter what device is being used. The iOS and Android enhanced features, access to different camera feeds, the Twitter Tracker and clips from the awards are all part of bringing these screens and experiences together.
Users can tune into the VMAs live on Sunday, Aug. 28 at 9 p.m. ET. Will you tune in and use any of the second screen offerings?
VMAs Main Screen on WatchWith for iPad
VMAs Main Screen on WatchWith for iPhone
VMAs in the MTV News App for iPad
VMA Clips for iPhone
iPhone Live Streams
All Access Live iPad
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