Last year, the Grammy Awards pulled in its second-highest ratings numbers in 20 years and much of the success can be attributed to the social conversation surrounding the show. According to Trendrr, the 2013 Grammys drove 15.4 million social interactions. CBS will continue to focus on social and digital this year as it seeks to grow its rating numbers. The Grammys will take place on January 26 at 8 PM EST, and will air on CBS.
To help sustain year-over-year ratings growth, The Recording Academy and CBS has launched Grammy Live – a comprehensive second screen experience hosted by Andrew Burnette, Louise Rowe, Quddus and DJ Skee. Grammy Live will launch in earnest on the day of the awards and will feature exclusive live-streaming video, social media updates, and backstage access during the show. Users will have access to a live feed of Grammy winners’ portrait sessions, and will be able to browse through a selection of videos highlighting the best moments from past shows.
“Grammy Live is music fans’ all-access pass to the 56th Grammys and much more,” said Marc DeBevoise, Executive Vice President and General Manager of Entertainment, Sports and News for CBS Interactive. “We’re bringing fans even closer to the world’s greatest musical acts with Grammyy Live’s social and second-screen features plus exclusive access to watch all the major events and behind-the-scenes action leading up to and throughout this year’s Grammy Awards.”
Grammy Live will be the only place to view the live performances and presentation of non-televised categories, both of which take place prior to the linear telecast. Following the awards, Brian Anthony Hernandez, Mashable’s Associate Entertainment Editor, will be featured as a special correspondent on the Grammy Live post-show.