MTV is planning a number of new digital extensions tied to its broadcast of the 2007 MTV Video Music Awards on Sept. 9, including the first ever mobile simulcast of the show as well as a virtual world created specifically for the presentation. The network has partnered with Sprint to deliver the awards show, which will air just once on TV in its original form - live to subscribers’ mobile phones. Meanwhile, during the show, various artists will be seen sending text messages using the mobile community Twitter – via which fans can also receive messages relating to the VMAs and vote on specified awards categories. Meanwhile, while MTV will also use its Web site to allow viewers to vote on specific awards categories and catch up on show highlights, the company’s biggest online splash is likely to come from The Virtual VMAs, a digital recreation of the awards show--performances and all--where fans will have the opportunity to interact with select artist avatars. Starting on Sept. 8, several MTV News correspondents will also make appearances in the virtual world, delivering the latest pre-show news.http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1003633475
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