Indiantelevision.com's Digital Edge: MTV, Verizon Wireless launch live music series 'MTV Live'

Indiantelevision.com's Digital Edge

MTV, Verizon Wireless launch live music series 'MTV Live'

Indiantelevision.com Team

(24 January 2007 7:00 pm)

MUMBAI: MTV and Verizon Wireless announced a new event series titled 'MTV Live' featuring live artist performances from the big names in music. The monthly series will be recorded in front of a live audience at the Hard Rock Café in New York and will be presented as a multi-platform program across MTV, MTV2, mtvU, MTV Tr3s, MTV.com and on MTV Mobile on V CAST.

'MTV Live' powered by Verizon Wireless will premiere the first episode on 6 February at 11:30 pm with a commercial free performance by Fall Out Boy.

Artists Nas, Akon, and Gym Class Heroes have been booked for future shows.

'MTV Live' will be specifically customized for each screen. In-show features will include a live text-to-screen element that will allow Verizon Wireless subscribers to submit comments and shout-outs from their cell phones that will appear as a crawl across the bottom of the screen in real-time during the show.

Additionally, video footage shot on cell phones during the performance will be edited into several of the platform offerings. MTV Mobile on V CAST will feature exclusive performance content from each show and will also offer artist interview segments. "MTV Live" will be available online at http://www.mtvlive.mtv.com/.

"MTV Live is a new way for us to connect music fans with their favorite artists by incorporating a wide variety of on-air, online and on-mobile elements throughout every show," said MTV President Christina Norman. "This partnership with Verizon Wireless enables us to make the biggest footprint for the artists across multiple screens and really bring the live performance experience to our audience on different devices."

"MTV and Verizon Wireless are two powerful brands, with significant relationships in this rapidly changing music landscape," says MTV senior vice president integrated marketing Tim Rosta. "This program will result in a strategic alliance that will amplify these relationships and bring new music to a larger audience."