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NEW YORK MTV is introducing a bevy of digital features to orchestrate a deeper level of access and interactivity for viewers of this year’s MTV Video Music Awards.
In a network first, MTV will air a live simulcast of the Sept. 9 broadcast through mobile partners Sprint TV—which has a sponsorship deal with the program—as well as Verizon Wireless and AT&T.
Meanwhile, MTV On Demand will offer instant updates on the awards show.
Online components include the creation of a virtual world based around the show as well as an initiative dubbed “The Viewer’s Choice.”
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