When pop star Jessica Simpson showed up on MTV's "Total Request Live," viewers could watch her on TV, online at MTV's Overdrive or even on on-Demand Overdrive programming, all of which shows how MTV is planning to battle Internet competition from YoutTube or MySpace. "The idea is to give the viewer as much control and access to all things about the particular guest or show," said MTV's EVP of multiplatform production.

Related Summaries