“To suit an altered music landscape, MTV is planning an untraditional award show celebrating digital music. The network says it’s prepping an as-yet unnamed, multiplatform award show for April or May that will exult digital music and its many varied incarnations. The exact nature of the show hasn’t yet been defined, but MTV says it will be a “multiscreen experience,” including the Internet, social media and mobile — but not broadcast. Categories for awards haven’t been determined, but they’ll include things like best app, best blog, best Internet feud, best music meme of the year and best Kanye West tweet.
“MTV hopes the show will do for digital music what its Video Music Awards did for the music video. Van Toffler, president of MTV Networks Music and Logo Group, calls the planned show “an interactive musical mess” to celebrate both “the cool and the geekdom.”
“It will be sloppy,” Toffler says. “It will be interactive. It will be customizable. It will be fun and unexpected. Most shows on television are about what’s popular, and I think this will be about what’s bubbling up.”
Read the full article at Yahoo News.
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