There are at least two kinds of people in this world—those who intend to watch the MTV
Video Music Awards later this month, and those who do not. You can probably guess which camp
Marketing Blurb belongs to, so let’s concentrate on those fans who cannot miss the events. This year MTV is going Godzilla by broadcasting
four different versions of the program. According to
The Washington Post (free registration required,)
the basic, garden variety awards broadcast will run on MTV. Sister channel MTV2 will air a different version with their own VJ hosts, their own commentary, and their own special awards. The MTV online portal called
Overdrive will feature a live feed of backstage highlights. And finally, for those divorced from a television or computer screen, MTV will deliver abbreviated videoclips to the mobile phone audience. The multiple venue deal appeals to JCPenney, Virgin Mobile, Acuvue, Chevrolet, Dodge, Herbal Essences, Pepsi and Taco Bell, who are spending a reported $4 million-$7 million for sponsorships.
Marketing Blurb thinks this is a novel approach, and we expect a fair number of viewers to tune in all four broadcasts—while IM-ing their friends, naturally.
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