‘MTV’ link goes ‘Live’

Hybrid cyber-broadcast marries TV studio familiarity, interactivity

MTV became even more plugged into its core 16-25-year-old demographic group Tuesday with the unveiling of “The Live Link,” a hybrid cyber-broadcast that marries TV studio familiarity to up-to-the-minute interactivity.

The musicvid net has partnered with chip heavyweight Intel Corp. to make sure that the tech component of “Live Link,” which is a segment of MTV’s established “MTV Live” daily show, is cutting edge. Among the activities that the channel’s Internet-savvy audience can tap into are: videoconferencing with MTV on-air talent; hooking up with fellow viewers for chat, gaming or video e-mail; and creating video postcards with plug-ins found at MTV’s Website (www.mtv.com).

“Live Link” can also be a link between show viewers around the world, since the show goes out to all of MTV’s connections at the same time. Intel is becoming the segment’s sole sponsor, a wise move since they too are eager to maintain their awareness of MTV’s demo group.

Viewers seeking to take advantage of the interactivity of “Live Link” should log on to the show via MTV’s Website. Those who just want to watch need only tune in.

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