MTV.com, Radian6 and Stamen Bring Real-Time Online Buzz Via Twitter to Live TV For The '2009 MTV Video Music Awards'

MTV.com, Radian6 and Stamen Bring Real-Time Online Buzz Via Twitter to Live TV For The '2009 MTV Video Music Awards'

MTV.com to Host Exclusive Content, Interactive Watch and Discuss Video, Dedicated Online Fashion Shows from Red Carpet and More

NEW YORK, Sept. 11 /PRNewswire/ -- In line with efforts to bring fans closer and truly make them part of the show, MTV is teaming up with leading interactive and social media companies Radian6 and Stamen to bring fans real-time online Twitter visualization experiences to complement the "2009 MTV Video Music Awards" airing live on Sunday, September 13 at 8pm ET/PT. Popular video blogger iJustine (Justine Ezarik) will be the official VMA "Twitter Correspondent," and will be interpreting Twitter comments during the red carpet pre-show. The on-air component will be executed through a new interactive application created in partnership with social media measurement company Radian6 and design firm Stamen, and will bring Twitter to the television in a new and interesting manner.

"MTV is always looking to build on our strengths of creating and curating content that our audience will enjoy," said Kristin Frank, GM of MTV.com. "We've found that by concentrating on our core competencies and regularly working together with third parties such as Radian6 and Stamen, we're creating a truly complementary experience for our viewers that we know are multitasking as they watch events such as the VMAs."

Twitter Visualization

The "Twitter visualization" tool allows MTV to track the real-time, aggregate activity and volume of buzz around what's happening live throughout the show and report on how the fans are responding and feeling about the personalities at the VMAs. A tag cloud created by Radian6 tracks tweets about designated celebrities, including VMA performers, nominees, attendees and hosts, to create a visual interactive application hosted on MTV.com. The visual application and user interface created by Stamen expands a celebrity image as its respective Twitter tag cloud activity increases.

"MTV's enthusiasm for engaging directly with their audience through Twitter is inspiring," said Biz Stone, Twitter Co-founder. "It's encouraging to see Television evolving into a more interactive medium."

Radian6's flexible dashboard and as-it happens alerts enable MTV to monitor and react on the fly to trending topics on Twitter with regards to the live show. MTV.com will also host a special page within the VMA site to house the Twitter visualization product for post-show fan interaction.

"Twitter is one of the fastest moving parts of the social web, and Radian6 helps communicators and media creators harness and engage in that conversation every day," says Marcel Lebrun, CEO of the social media monitoring company. "We're thrilled to work with MTV, Twitter, and Stamen to deliver real-time Twitter dialogue to the VMAs and create an awesome experience for the show's audience - both live and online."

"Data visualization sounds like something out of a dry and analytic college course, but we believe this kind of work can be fun and sexy too," said Stamen Founder and Creative Director, Eric Rodenbeck. "Working in tandem with Radian6 we we're able to create a simple and beautiful data design that extends these analytical sensibilities to the world of pop. All MTV had to say was 'Live, Twitter, and Russell Brand' and we were there."

VMA Highlights on MTV.com

MTV.com will also host an interactive "Watch and Discuss" video feed, exclusively sponsored by Sonic, during the pre-show and main show through an embedded video player on its homepage. Alongside the feed, a Facebook "Live Stream Box" will allow fans to comment on what they are watching live, which also posts to their Facebook profiles, alongside comments by others watching the VMAs. The video player will stream a special multi-camera feed from the preshow and within the side-stage areas of the main show. MTV.com will also feature a Twitter module aggregating tweets about the VMAs and a "Headlines" module that will pull in MTV's latest new stories and blog posts about the VMAs.

Additional digital VMA programming highlights include:

-- A VMA Red Carpet Report fashion interview show hosted by solo artist,
Adrienne Bailon, which will post continuously throughout the show on
MTV.com.

-- A "New Moon" Trailer Countdown Widget created by the MTV News team for
diehard Twilight fans eagerly awaiting a first look at the highly
anticipated second movie in the Twilight series airing live during the
VMA's. The trailer will also be available on MTV.com, along with an
early listen to Death Cab for Cutie's "New Moon" song off the upcoming
soundtrack.

-- A MTV News coverage "clickable map": This year's VMA action comes from
all over New York, so MTVNews.com has built a clickable map using the
Google Map interface that will display all of its VMA articles, blogs,
photos and video by location.

-- Photo flipbooks capturing red carpet fashion, show highlights and
behind the scenes moments going up continuously through the show and
well after the show into the wee hours of Monday morning.

-- User Generated Content search for teen protege, Justin Bierber's
biggest fan on Your.MTV.com. Participants in the "Justin's Biggest Fan
contest" need to upload a video explanation of why they're his biggest
fan and Justin will select his favorite giving a shout out from the
MTV News VMA Pre-Show carpet.

About MTV

MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 27 years, MTV has evolved, challenged the norm, and detonated boundaries -- giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. On-air, MTV is the number one rated full-day ad-supported cable network for P12-24. Online, MTV.com grew a healthy +9% from 1Q09, averaging 23.6M unique visitors for the second quarter of 2009. The site continues to grow video content streams, up significantly from 1Q09 by +15%, generating a whopping 262.2M streams in Q209, a +7% increase from the same time period last year. And MTV's successful sibling networks MTV2, mtvU and MTV Tr3s each deliver unprecedented customized content, super-serving music fans, college students and young American Latinos like no one else. MTV is part of MTV Networks, a unit of Viacom (NYSE:VIA)(NYSE:VIA.B), one of the world's leading creators of programming and content across all media platforms. Wanna know more? Come on in. . . www.mtvpress.com.

Source: MTV

CONTACT: Tom Biro, MTV, +1-212-846-6406, Tom.biro@mtvstaff.com; or
Jessica Casano-Antonellis, +1-212-331-8434, jessicaa@text100.com

Web Site: http://www.mtv.com/

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