NEW YORK (MTV) - What do you get when you merge one of the biggest music events on television with on-demand access to bonus performances and original content available no where else? MTV today announced "My VMAs," where users can customize their own VMA experience on MTV's new broadband video channel, MTV Overdrive (overdrive.mtv.com.)
Officially launching on August 29th following the live VMA broadcast, "My VMAs," a dedicated channel within MTV Overdrive, will allow viewers to re-live and re-mix their VMA experience by combining their favorite moments from the star-studded night with exclusive, bonus segments, all available in an a la carte, on-demand menu. The expanded VMA footage will include in-depth "white" carpet fashion coverage; arrivals by tricked out cars; backstage artist interviews; as well as more music performances produced especially for Overdrive. "My VMAs" puts control in the hands of music fans and allows them to experience the VMAs the way they want.
"My VMAs will be a true hybrid viewer experience where the audience can either lean back and watch the show as it unfolds or lean forward and create their own unique version of the show on demand," said Van Toffler, MTV Networks Music Group President. "We know our viewers enjoy watching the show live with their friends, but we also know they are looking for the added experience of being able to customize their own VMA - re-watching their favorite moments and performances or creating their own director's cut with highlights from their favorite artists - and that's exactly why we created MTV Overdrive."
In addition to "My VMAs," MTV Overdrive will feature a live VMA "After Show." Once the main show ends, MTV News' Kurt Loder, John Norris, Sway Calloway, SuChin Pak, and Gideon Yago will provide a recap of the evening in the televised "Post Show" and then throw to an extended "After Show" available exclusively on MTV Overdrive. During the "After Show," users will have more access to a live continuation of the Post-Show, complete with highlights and color commentary. Following in the footsteps of the highly successful "After Shows" for hit series such as "Laguna Beach" and "Real World/Road Rules Challenge," MTV Overdrive will satisfy the audience's voracious appetite for more access to all things VMA, complete with backstage reactions from the biggest performers, the hottest celebrity interviews, fashion observations and much more.
Christina Norman, President of MTV added, "We're excited about the multi-platform combination of the VMAs on MTV and on MTV Overdrive to provide a full sensory music experience for our audience." She added, "Not only are we looking to blow viewers away on TV, but on broadband, they'll also be able to re-live the thrill of the show over and over again by customizing their very own VMAs with original bonus content, as well as show-stopping performances."
As soon as the "After Show" concludes, VMA elements will begin to be made available on Overdrive at MTV.com. And as of August 29 and for a full 30 days thereafter, the entire VMA pre-show, main show and post-show will be available on MTV Overdrive. In addition to the entire VMAs, the following is a list of more exclusive and original programming created for and available only on Overdrive as part of "My VMAs" - leading up to and following the big night itself:
VMA to Z Nominee Special (already live)
MTV VJ Damien Fahey gives you the lowdown on all the 2005 nominees. Every single video, every category. Your ultimate crib sheet to the 2005 VMA nominees-the only way to prep for the big show.
VMA Virgins: My Chemical Romance (already live)
MTV's Overdrive spotlights rising stars, My Chemical Romance, who are first-time nominees in this year's VMAs. Overdrive probes their feelings on their virgin nomination, as well as multiple other music-related "firsts". And we get the lowdown on the scoop behind their nominated video, "Helena."
The Bling Report (8/28)
MTV.com and Minya Oh (author of Bling, Bling: Hip Hop's Crown Jewels) get access to the "bling suites" that jewelers set up in South Beach for artists to browse custom pieces to wear the big show.
VMA Fashion Attack (8/29)
MTV Overdrive storms the 2005 VMAs with Coltrane. Yes, the style king is back with the same take-no-prisoners eye for fashion that will show the only thing hotter than the weather in Miami are the stars' outfits.
Hotel MTV (8/26)
Kicking off 8/24 with a BBQ hosted by Diddy himself, the Hotel MTV will serve as base camp for a slew of events leading up to the VMAs. Overdrive will allow viewers to catch the action coming from Hotel MTV, as well as a very special performance by The Bravery as part of the MTV2 sponsored Lifebeat benefit.
Salli Frattini and Dave Sirulnick are the Executive Producers for both the "2005 MTV Video Music Awards" and "My VMAs" on MTV Overdrive. Ben White is the Executive Producer for "My VMAs." Suejin Yang is the Supervising Producer. Colin Helms is the Editorial Director. Ocean MacAdams and Michael Alex are Executive Producers for MTV News on Overdrive. Graham Johnson is the Executive Producer of MTV Overdrive. Jason Marks is the Interactive Director. Steve Azueta is the Technical Director.
Hosted by Diddy, the 2005 VMAs will broadcast live from AmericanAirlines Arena in Miami, FL on Sunday, August 28, 2005 at 8:00PM (LIVE ET/Tape Delayed PT). Performers include 50 Cent, Coldplay, Shakira, Ludacris, Mariah Carey, the Killers, Kanye West, Kelly Clarkson, Green Day and R Kelly. The star-list of presenters include Usher, Jessica Alba, Orlando Bloom, Kirsten Dunst, Lindsay Lohan, Joss Stone, Jeremy Piven, and Snoop Dogg.
Recently, Overdrive exclusively premiered "MTV News And Direct Effect Present: Inside Em & 50's Anger Management" on August 3rd. Since its recent launch in April, MTV Overdrive has received critical acclaim and widespread popularity for its unique ability to entertain viewers with both a linear viewing experience and video on demand capabilities, all in one web-based application. With exclusive updates from MTV News four times daily, an expansive music selection of videos and live performances, along with original programs and exclusive footage that compliments on-air programming from MTV and MTV2, MTV Overdrive's success continues build each week. For more information about THE 2005 MTV VIDEO MUSIC AWARDS and to experience MTV Overdrive, visit https://www.MTV.com.
