Viacom has announced that this year’s MTV Movie Awards , airing tomorrow, will feature a multi-screen experience. Digiday reported that Viacom intends to use a co-viewing experience called “All Access Live” which lets fans interact socially and view more content on their mobile, tablets, and other web devices during the award ceremony. Exclusive camera views and the ability to share moments will be available to users of the service, who can also discuss these moments in real-time with other viewers.
At the show, there will be a Twitter tracker which will monitor buzz surrounding the event and display the most popular moments in a moving timeline. Sprint offered to sponsor the Twitter tracker and a live Twitter vote for the “best hero” category at the awards. Celebrities attending the event will be uploading animated gifs of themselves to MTV’s Tumblr and site from the red carpet. Users will also be able to Shazam music at the event from their smartphones, according to Digiday.
Viacom hopes this second screen interaction will boost fan participation. Some remain skeptical that the social TV experience will ever overtake Twitter and Facebook completely.