, Radian6 and Stamen Bring Real-Time Online Buzz Via Twitter to Live TV For...

Fri Sep 11, 2009 5:38pm EDT

* Reuters is not responsible for the content in this press release., Radian6 and Stamen Bring Real-Time Online Buzz Via Twitter to Live TV
For The '2009 MTV Video Music Awards' to Host Exclusive Content, Interactive Watch and Discuss Video,
Dedicated Online Fashion Shows from Red Carpet and More

NEW YORK, Sept. 11 /PRNewswire/ -- In line with efforts to bring fans closer
and truly make them part of the show, MTV is teaming up with leading
interactive and social media companies Radian6 and Stamen to bring fans
real-time online Twitter visualization experiences to complement the "2009 MTV
Video Music Awards" airing live on Sunday, September 13 at 8pm ET/PT. Popular
video blogger iJustine (Justine Ezarik) will be the official VMA "Twitter
Correspondent," and will be interpreting Twitter comments during the red
carpet pre-show. The on-air component will be executed through a new
interactive application created in partnership with social media measurement
company Radian6 and design firm Stamen, and will bring Twitter to the
television in a new and interesting manner.

"MTV is always looking to build on our strengths of creating and curating
content that our audience will enjoy," said Kristin Frank, GM of
"We've found that by concentrating on our core competencies and regularly
working together with third parties such as Radian6 and Stamen, we're creating
a truly complementary experience for our viewers that we know are multitasking
as they watch events such as the VMAs."

Twitter Visualization
The "Twitter visualization" tool allows MTV to track the real-time, aggregate
activity and volume of buzz around what's happening live throughout the show
and report on how the fans are responding and feeling about the personalities
at the VMAs. A tag cloud created by Radian6 tracks tweets about designated
celebrities, including VMA performers, nominees, attendees and hosts, to
create a visual interactive application hosted on The visual
application and user interface created by Stamen expands a celebrity image as
its respective Twitter tag cloud activity increases.

"MTV's enthusiasm for engaging directly with their audience through Twitter is
inspiring," said Biz Stone, Twitter Co-founder. "It's encouraging to see
Television evolving into a more interactive medium."

Radian6's flexible dashboard and as-it happens alerts enable MTV to monitor
and react on the fly to trending topics on Twitter with regards to the live
show. will also host a special page within the VMA site to house the
Twitter visualization product for post-show fan interaction.

"Twitter is one of the fastest moving parts of the social web, and Radian6
helps communicators and media creators harness and engage in that conversation
every day," says Marcel Lebrun, CEO of the social media monitoring company.
"We're thrilled to work with MTV, Twitter, and Stamen to deliver real-time
Twitter dialogue to the VMAs and create an awesome experience for the show's
audience - both live and online."

"Data visualization sounds like something out of a dry and analytic college
course, but we believe this kind of work can be fun and sexy too," said Stamen
Founder and Creative Director, Eric Rodenbeck. "Working in tandem with Radian6
we we're able to create a simple and beautiful data design that extends these
analytical sensibilities to the world of pop. All MTV had to say was 'Live,
Twitter, and Russell Brand' and we were there."

VMA Highlights on will also host an interactive "Watch and Discuss" video feed,
exclusively sponsored by Sonic, during the pre-show and main show through an
embedded video player on its homepage. Alongside the feed, a Facebook "Live
Stream Box" will allow fans to comment on what they are watching live, which
also posts to their Facebook profiles, alongside comments by others watching
the VMAs. The video player will stream a special multi-camera feed from the
preshow and within the side-stage areas of the main show. will also
feature a Twitter module aggregating tweets about the VMAs and a "Headlines"
module that will pull in MTV's latest new stories and blog posts about the

Additional digital VMA programming highlights include:

    --  A VMA Red Carpet Report fashion interview show hosted by solo artist,
        Adrienne Bailon, which will post continuously throughout the show on

    --  A "New Moon" Trailer Countdown Widget created by the MTV News
        team for diehard Twilight fans eagerly awaiting a first look at the
        highly anticipated second movie in the Twilight series airing live
        during the VMA's. The trailer will also be available on,
        along with an early listen to Death Cab for Cutie's "New
        Moon" song off the upcoming soundtrack.

    --  A MTV News coverage "clickable map": This year's VMA
        action comes from all over New York, so has built a
        clickable map using the Google Map interface that will display all of
        its VMA articles, blogs, photos and video by location.

    --  Photo flipbooks capturing red carpet fashion, show highlights and
        the scenes moments going up continuously through the show and well
        the show into the wee hours of Monday morning.

    --  User Generated Content search for teen protege, Justin Bierber's
        biggest fan on Participants in the "Justin's
        Biggest Fan contest" need to upload a video explanation of why
        they're his biggest fan and Justin will select his favorite giving
        a shout out from the MTV News VMA Pre-Show carpet.

About MTV
MTV is the dynamic, vibrant experiment at the intersection of music,
creativity and youth culture. For over 27 years, MTV has evolved, challenged
the norm, and detonated boundaries -- giving each new generation a creative
outlet and voice that entertains, informs and unites on every platform and
screen. On-air, MTV is the number one rated full-day ad-supported cable
network for P12-24. Online, grew a healthy +9% from 1Q09, averaging
23.6M unique visitors for the second quarter of 2009. The site continues to
grow video content streams, up significantly from 1Q09 by +15%, generating a
whopping 262.2M streams in Q209, a +7% increase from the same time period last
year. And MTV's successful sibling networks MTV2, mtvU and MTV Tr3s each
deliver unprecedented customized content, super-serving music fans, college
students and young American Latinos like no one else. MTV is part of MTV
Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world's leading
creators of programming and content across all media platforms. Wanna know
more? Come on in. . .


Tom Biro, MTV, +1-212-846-6406,; or Jessica
Casano-Antonellis, +1-212-331-8434,
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