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  • High tension, live reaction
    Creative Commons, Phillip Nelson (2010) ©

Live TV and social media

Live Twitter feedback took centre stage at the 2010 MTV VMAs; a clear indication of broadcast’s shift to a more interactive, Blended Reality model.

Location North America / Northern Europe / Southern Europe


On Sunday 12 September, the MTV Video Music Awards began in Los Angeles. For only the second time ever, Twitter and live feedback took centre stage, becoming an integral part of the entertainment experience. Live events like this are no longer being judged purely on their viewing figures, now shows must create a conversation that runs before, during and after the event.