MTV to add Digital Awards show

THEY’VE GOT AN APP (AWARD) FOR THAT: As part of its ongoing push toward the digital relam, MTV is adding a new, social-media focused awards show to its stable of events, Mashable reports. EVP Digital Media Dermot McCormack revealed that the show—which has yet to be named—will be online-only. “This will be the opposite of a TV awards show,” he said. “Social conversation will be the centerpiece.” According to McCormack, media has moved into a multi-screen world; therefore, the show should be able to be accessed on all of these screens—especially since it deals with the digital and social-media world much more than it does the world of traditional media. While specific awards have yet to be determined, categories could include “best music app,” as well as awards for monumental moments in social media (think Kanye West’s tweets). Awards will be doled out mostly based on the whims of the audience, with a few selected by MTV itself, and audience participation will be a big part of the process all around. “The digital music world needs a new MTV,” said McCormack. “And we would like to apply for that job.” (1/21a)