The event will be hosted by comedian Aziz Ansari, and the platform will allow viewers to monitor tweet activity related to the telecast and the individual performers.
The cable network first used the Twitter Visualization platform at its Video Music Awards in September, where video blogger iJustine incorporated it into coverage of the preshow, and social-media-monitoring firm Radian6 and design agency Stamen said they tracked more than 1.3 million VMA-related tweets through the end of the event.
MTV general manager Stephen Friedman said:
A quick strike is critical. Last year, we saw an immediate uptick in Twitter activity after the Brüno moment, and that informed the rest of the night. Our audience is always looking for that galvanizing moment.
Senior vice president of sales and integrated marketing Dan Lovinger added:
Social media is the telephone, and we’re the conversation. Not only do we translate the conversation for our clients, but we’re also finding new ways to leverage these social-media tools to further engage with our viewers.