MTV’s restructuring with an emphasis on cross-platform/multi-platform programming gets its first real test as the network moves to simultaneous broadband and television versions of some shows starting with the MTV Video Music Awards; last year’s VMA show was a major turning point in the network’s online activities. Also going simul — that’s same time, not identical shows — “Total Request Live” on MTV and broadband channel Overdrive. The broadband shows, according to the NYT, will provide content like full music video during on-air commercial breaks. The “live parallel experience,” as it’s described by Dave Sirulnick, the EVP responsible for multi-platform production, also has a VOD component via Overdrive. No decision yet on how often T.R.L. will be shown in tandem with Overdrive.
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