MTV to debut ‘multi-platform’ program to take advantage of mobile

MTV announced a new program-one that will incorporate a variety of wireless technologies-that will run across its standard broadcast networks as well as Internet and mobile TV channels. Verizon Wireless will serve as MTV’s wireless carrier partner for the offering.
MTV’s new program, “MTV Live,” will be a multi-platform program across MTV, MTV2, mtvU, MTV Tr3s, MTV.com and MTV Mobile on Verizon Wireless’ Vcast service. The new program will premiere on MTV Feb. 6 with a commercial-free performance by Fall Out Boy.
During the performance, Verizon Wireless subscribers will be able to submit comments and “shout-outs” from their handsets through a text-to-screen element that will queue the messages to appear as a crawl across the bottom of the screen. Video footage shot on cellphones during the performance will also be edited for inclusion on additional platforms. MTV Mobile on Verizon Wireless’ Vcast will feature exclusive performance content from each show, including interviews with the artists. Nas, Akon and Gym Class Heroes are already on tap for future shows.
MTV Live will be tweaked to run on specific platforms, be it regular TV screens, an Internet site or cellphone screens.
The monthly MTV Live series will be recorded in front of a live audience at the Hard Rock Caf