Sponsors tread fine line for MTV Video Awards

08/20/2004 | NYTimes.com

Sponsors of the MTV Video Awards want to attract young people to the annual show and they don't mind things getting a little provocative, but they don't want to repeat Janet Jackson's infamous breast-baring incident during the last Super Bowl halftime show. But Jeff Jones, an executive at the Gap, which is a sponsor of the show, said while the company is prepared to react to something happening, "the Video Music Awards have a history of interesting things happening, and we go into it knowing that."

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