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MTV’s 2012 Video Music Awards on Every Screen

Barbara Social Media Manager
September 5, 2012

With the world’s first social Olympics games fresh behind us, the event coverage norm is quickly evolving to incorporate more than just your standard television broadcast–and you better believe MTV has already prepared to provide a multi-screen engagement for this year’s Video Music Awards (VMAs).

Each year, the VMAs work to create a complete experience for fans to connect with their favorite artists through various media, and this year you can experience it on your TV, iPhone or Android, and iPad. But by no means is MTV new to this arena–last year they created an extremely advanced second screen experience that tied in mobile and social through an app that offered social visualizations, live streaming and more. For this year’s show, however, MTV is kicking up the social element a notch, with a first-ever social voting component as well as dedicated coverage on both Twitter and Facebook platforms. Let’s take a look at how fans can follow the event on multiple screens & platforms:



Screen 1: Television, Live 9/6 at 8/7C

Screen 2: iPhone or Android MTV app (MTV News App for iPhone | MTV WatchWith App for iPhoneMTV News App for Android)

Screen 3: iPad MTV app (MTV News App for iPad | MTV WatchWith App for iPad)



Twitter Tracker: This platform will be used to capture the show’s most talked-about moments in real-time, creating visualizations for TV, web and mobile. The key is that MTV will make still images from popular moments for instant sharing and re-tweeting. Let’s see if we can get another Beyonce Bump moment of 8,868 tweets/second.

Facebook Timeline Tracker: Fresh out of beta testing and sponsored by CoverGirl, the VMA Timeline will serve as a hub for trending on-air and off-air VMA content. MTV execs intend for the Facebook page to be a “one-stop hub” to find media (video & images) on stars with the most likes, shares and comments.

Social Voting: The new award category, “The Most Share-Worthy Video”, will collect votes via a Twitter hashtag the week leading up to the show, allowing voters to see and track results in real-time, creating an even a more interactive experience for fans.

All Access Live: With new and improved mobile support, catch the VMAs in 10 different camera angles backstage and within the theater, giving viewers an all access backstage look at the show in real-time via web, tablet and mobile using the MTV News app and the social viewing app, WatchWith.

Best New Highlights: This new feature not only shares real-time GIFs made by the MTV team, but also allows viewers to create their own animated GIFs with a simple web tool directly from MTV’s video player, and of course, share on their social networks. This feature brings on a whole new interactive means that I’m particularly excited about–can’t wait to GIF it.


By bringing the show to TV, web and mobile, viewers will now be able to follow and engage with the awards show in three phases: pre-show voting, the show’s live broadcast, and post-show discussion. Each platform plays a specific role in watching and engaging with the show and today’s connected audience are tech-savvy enough to utilize each media accordingly. The heavy social media integration and multi-screen broadcasting of the VMAs creates a unique experience for the users—just short of actually being there in person.



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