Skip to main content

Multitasking is the Norm for MTV Generation

According to the New York Times, even for overachievers who are used to multitasking, the idea of watching two versions of the same television show at the same time � one on television and one on a computer � is something that is probably foreign to most people over the age of 30.

To the eternally young brains that run MTV, however, it is the next step in reshaping their business. Beginning this summer with the MTV Video Music Awards and continuing in the fall with the cable channel's live afternoon program, "Total Request Live," MTV will offer two simultaneous versions of each show, one on television and another, focusing on a behind-the-scenes narrative, on its broadband channel, MTV Overdrive.

"We do tons of research on our audience, and it shows that they are instant messaging and listening to music and watching TV all at the same time," said Christina Norman, president of MTV. "We've definitely seen them become more adept at navigating through multiple media. They live comfortably in several worlds at once."

The Overdrive component, located at, will feature a sort of video digression that will continue to stream live while the television show is broadcasting commercials. For example, if a viewer wants to watch an entire music video after a snippet is shown on the "Total Request Live" video countdown, or take a backstage tour with Jamie Foxx after he finishes his onstage appearance on the set of "T.R.L." (as the show is familiarly known), Overdrive will be the place to turn.

Popular posts from this blog

$4 Trillion Digital Transformation Upswing

As a C-suite leader, you're constantly bombarded with investment opportunities. In today's large enterprise arena, few initiatives hold the same potential as Digital Transformation (DX). Yet, securing ongoing buy-in from the board and other key stakeholders hinges on a clear understanding of market momentum and the return on investment that DX promises.  A recent IDC worldwide market study sheds valuable light on this critical topic. Let's delve into some key takeaways and explore what they mean for your organization's tech strategy. Digital Transformation Market Development The IDC study describes a market surging toward investment adoption maturity. Worldwide spending on DX technologies is forecast to reach $4 trillion by 2027, reflecting a compound annual growth rate (CAGR) of 16.2 percent. This exponential growth signifies an opportunity for industry leaders to leverage digital business tools and strategies to gain a competitive edge, with Artificial Intelligence (A