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Broadcasting on All Channels
By: Steve on February 7, 2012
The National Academy of Recording Arts and Sciences Awards, or The Grammy’s as you and I know them, have partnered with CBS this year to deliver interactive content via web and mobile to enhance the viewer experience.
Over the course of three days starting on Friday February 10, Grammy Live will provide access to live-streaming behind-the-scenes content and social media integration, primarily via their Facebook Page but also on GetGlue, Instagram, Tumblr and on Twitter where they’re using the phrases #WeAreMusic and #GRAMMYGlam to aggregate and share tweets about the event.
Over on GigaOm, Liz Shannon Miller writes:
In these heady two-or-three-screen days, the Grammy Awards has been a classic case study in how social media engagement can pay off ratings-wise. Viewership of the on-air broadcast have increased dramatically since 2009 in younger demographics, with no small amount of credit due to the increasingly elaborate digital campaigns implemented by the Recording Academy.
“Partnering with our network partner affords us enhanced opportunities,” Grammy Live executive producer Peter Anton said in a phone interview, such as being able to get more on-air mentions for Grammy Live programming. “It wasn’t part of our overall scheme, but this year there have been broadened opportunities through this new partnership.”
On Sunday, the live stream will follow awards attendees from their limos to the post-show after parties, with multiple camera angles available backstage during the show. Basically, any video you could possibly imagine watching will be accessible via Grammy.com and the Grammy Live iOS apps (optimized for both iPad and iPhone) for a true two- or three-screen experience — except for the actual Grammy Awards, which will only be watchable on CBS.
Naturally, the Awards organisers are aiming for all of this co-ordinated interconnectivity to coalesce into a perfect storm of positive exposure for the Grammy brand as a broadcast event through it’s viewers Social channels.
With reports indicating that socially engaged viewers were sharing 10,000 tweets per second during Super Bowl XLVI last Sunday it makes perfect sense for more broadcasters to be experimenting with the new and varied ways to engage audiences through Social Media.