MTV mobilizes to cover VMAs

August 30, 2007 MTV is introducing a bevy of digital features to orchestrate a deeper level of access and interactivity for viewers of this year's MTV Video Music Awards. Online components include the creation of a virtual world based around the show as well as an initiative dubbed "The Viewer's Choice," which will use the votes of online users to determine which favorite moments and performances will be featured in later broadcasts set for Sept. 11, Sept. 13 and Sept. 15. Online viewers who log on to VMA.MTV.com will be privy to behind-the-scenes footage from photo shoots with artists like Kanye West, while MTV On Demand will feature previous content from the VMAs along with two original specials, "MTVegas" and "100% Sweet."

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.