WSJ.com - Pop Mix: MTV's Awards Show Goes Multimedia: "MTV's Video Music Awards show has never shied from pushing the envelope in edgy programming, such as the moment when Madonna and Britney Spears kissed in the center of the stage. This year, the VMA is breaking new ground in a different way.
Anxious to connect with as many young people as possible, MTV is going further than ever before in offering multiple versions of the event on several different venues. Not only will the Aug. 31 awards show be broadcast on MTV, as in the past, but for the first time MTV2, a sibling cable channel, will air its own version -- complete with live performances of hit songs. At the same time, visitors to MTV's broadband Web site MTV Overdrive will be able to watch a backstage view of the show. Separately, mtvU, a cable channel available only on college campuses, will air a college-themed VMA program. MTV will even send updates of the show to cellphone users who have signed up for wireless content on MTV's Web site."
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