You will be redirected back to your article in seconds

MTV’s “Direct Effect”

We have seen the future of interactive hip-hop TV, and frankly, the point completely eludes us. For the past few months, MTV has been promising to take the genre to the "next level," but as far as we can tell, all it's really managed to do is keep former "Real World: Hawaii" regular Teck gainfully employed as the host of its Monday through Thursday 5:30 p.m. lineup.

Rating: * *

We have seen the future of interactive hip-hop TV, and frankly, the point completely eludes us. For the past few months, MTV has been promising to take the genre to the “next level,” but as far as we can tell, all it’s really managed to do is keep former “Real World: Hawaii” regular Teck gainfully employed as the host of its Monday through Thursday 5:30 p.m. lineup.

The live interactive component of the show uses real-time online voting technology to let viewers decide which videos they want to see on the air. So the patient at-home user can watch in-studio celebrity interviews, live performances and CD reviews, while Teck and Funkmaster Flex (NYC’s Hot 97 radio) spin the latest from artists such as Nelly, Cash Money, Jay Z and Li’l Kim.

The big question mark with these types of interactive shows is how many MTV viewers really want to keep hopping back and forth from their computer monitors to their cable screen, only to ensure that their favorite Outkast video gets played when they come home from school.

And it’s not like there are so many choices out there. If viewers log on when the show is not on the air, they can vote for the “Direct Effect” opening video, and when sampling the site, there is a choice between three, count ’em three, Outkast cuts.

If the show proves anything it’s that there is life after “The Real World.” After watching Teck drag viewers to the edges of ennui in the Hawaii season, nobody could have predicted that the rapper-wannabe would land gig after gig on the music cabler.

One note, though. As is the case with most MTV shows and features, “Direct Effect” has a cutting-edge futuristic design and offers killer giveaways. In November, for example, fans who correctly answered a trivia question had a chance of winning a trip to New York City and a spanking new Humvee. For that reason alone, we can see why viewers would tune in to catch the show. But as far as the rest of the content is concerned, the producers would be wise to listen to the words of hip-hop artist Talib Kweli and do their best to “Move Something.”

MTV's "Direct Effect"

Production: Producer, Kelly Alfieri; launch, October 2000.

Cast: Rating: * *

More Digital

  • hdhomerun roku app

    HDHomerun App Brings Live TV to Roku Devices

    Roku users are getting another way to watch live television with the help of their favorite streaming devices: Silicondust, maker of the HDHomerun TV tuners, has released a beta version of its HDHomerun app for Roku TVs and streaming devices. “We need to start out by saying this is very much a beta product,” the [...]

  • Vox Media

    Vox Media Staff Ratifies First Union Contract, Negotiated by Writers Guild

    Staffers at Vox Media, which includes Curbed, Eater, Polygon, Recode, SB Nation, The Verge and Vox.com, have ratified their first collective bargaining agreement with more than 90% in support. The staffers are represented by the Writers Guild of America East. Vox Media’s 350-member unit began bargaining their first contract in April 2018. The campaign to [...]

  • Joslyn Davis, Lily-Marston - Shared Media

    Clevver’s Joslyn Davis, Lily Marston Launch Their Own YouTube Media Venture (EXCLUSIVE)

    Here’s the latest chapter in the saga of Clevver, the entertainment/lifestyle YouTube network marooned by the shuttering of former parent Defy Media and subsequently snapped up by Hearst Magazines. Two of the principal creatives behind Clevver — Joslyn Davis and Lily Marston — together with Clevver Media co-founder Jorge Maldonado have launched Shared Media, their [...]

  • Money-Diaries-Refinery29

    Refinery29 to Produce Interactive Series Funded by Eko (EXCLUSIVE)

    Refinery29 has been bitten by the “Bandersnatch” bug. The millennial-female-focused digital media and entertainment company inked a pact with Eko, an interactive-video platform developer whose backers include Walmart, to produce several “choose-your-own-adventure”-style series based on Refinery29 content properties. The companies have started development on their first project: an interactive scripted adaptation of Refinery29’s popular “Money [...]

  • Dan Howell

    YouTube Star Dan Howell Comes Out as Gay: 'It Gets So Much Better'

    It’s Pride Month, and popular YouTube vlogger Dan Howell had a message for fans that he’d been working on for a year: “Basically, I’m Gay,” he shared in a video Thursday. In the 45-minute video, Howell discussed coming to terms with his sexual orientation and his thoughts on labels that people use to define themselves [...]

  • Netflix Expands Korean Content Commitment

    Netflix Expands Korean Content Commitment as Industry Deepens

    Global streaming giant, Netflix is expanding its involvement in the Korean film and TV industries by greenlighting several new shows and renewing others. “When we started three years ago, we had a high degree of confidence that Korean drama would work well in Asia, but we had no internal metrics of our own,” Korean content [...]

  • Instagram Logo

    Instagram Outage: Facebook’s Photo Sharing Service Went Down For Multiple Hours

    Instagram faced another major outage Thursday afternoon, with users from around the world reporting that they weren’t able to access Facebook’s photo sharing service via its app and website. An Instagram spokesperson told Variety around 5pm PT that the issue had been resolved: “Earlier today, a technical issue caused some people to have trouble accessing [...]

More From Our Brands

Access exclusive content