MTV For All Your Devices

Can MTV be an arbiter of mass-market music tastes in a world where entertainment flows from everywhere? The network is branching out from pure TV to other platforms. In addition to the traditional celebrity-studded ceremony of Sunday’s MTV Awards, “viewers will also be offered backstage shots and bonus content simultaneously on the MTV Overdrive broadband channel: while watching an acceptance speech from, say, Coldplay on live television, a viewer can also be logged onto Overdrive and see Kanye West in his dressing room or the Killers performing outside American Airlines Arena. It’s all about circulating people back and forth between the different screens,”