Do you see what we did with the headline there? Anyway, MTV are planning on further promoting their broadband web offer, MTV Overdrive, via this weekend's MTV Video Music Awards in Miami. While the MTV channel will screen the main show, Overdrive will be providing back stage coverage including interviews with artists nominated or performing, as well as themed sections such as the 'Bling Report' showcasing the jewellery being worn by celebrities in the audience.
MTV promise that the Overdrive coverage of the awards will be fully interactive, with a function called My VMA which will allow users to programme what order they view the content on offer. On the broadband service, MTV boss Van Toffler told reporters: "My VMAs will be a true hybrid viewer experience where the audience can either lean back and watch the show as it unfolds or lean forward and create their own unique version of the show on demand".
MTV will be hoping to use the VMAs to win a new audience for its online service, as well as using the venture to pilot ways in which the network's web activity can complement rather than compete with its TV output.
Of course it remains to be seen how much periphery content there is to broadcast from the VMAs, given that some of the fringe events have been cancelled after the US's National Weather Service posted a hurricane warning for Miami. But organisers say that, for the time being, plans for the main awards event on Sunday are unchanged.