MTV, which has been stung by the criticism over the coverage of LIve* charity concert, is planning to fight back: Van Toffler, president of the MTV Networks, is rooting for a strategy he has been known to refer to as “multi-plat-fornication“: an all-out effort to deliver MTV content to every form of technology imaginable, from mobile phones to digital cable to its online channel MTV Overdrive.
The first big test of that effort will be Sunday night (tonight) with the Video Music Awards…viewers will also be offered backstage shots and bonus content simultaneously on the MTV Overdrive broadband channel.
Other doubt that MTV is relevant or can respond as the leaner and more-clued in smaller and leaner rivals undercut its audience.
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