The Oscars aim for a social revamp

02/9/2010 | Advertising Age (tiered subscription model)

Hollywood's biggest award ceremony is hoping to harness the power of social media, with the Academy launching a Facebook page and an iPhone program ahead of this year's Oscars. Still, it's slow going: Producers say plans to integrate live Twitter and Facebook interaction into the awards telecast have fallen by the wayside. "We won't get accomplished everything we want to this year," says the show's producer. "This year we'll probably only accomplish 20% of what we wanted."

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