Even for overachievers who are used to multitasking, the idea of watching two versions of the same television show at the same time—one on television and one on a computer—is something that is probably foreign to most people over the age of 30. To the eternally young brains that nm MTV, however, it is the next step in reshaping their business.
Beginning this summer with the MTV Video Music Awards and continuing in the fall with the cable channel's live afternoon program, "Total Request Live", MTV will offer two simultaneous versions of each show, one on television and another, focusing on a behind-the-scenes narrative, on its broadband channel, MTV Overdrive.
"We do tons of research on our audience, and it shows that they are instant messaging and listening to music and watching TV all at the same time", said Christina Norman, president of MTV. "We've definitely seen them become more adept at navigating through multiple media. They live comfortably in several worlds at once".
The Overdrive component, located at mtv.com, will feature a sort of video digression that will continue to stream live while the television show is broadcasting commercials. For example, if a viewer wants to watch an entire music video after a snippet is shown on the "Total Request Live" video countdown, or take a backstage tour with Jamie Foxx after he finishes his onstage appearance on the set of "T.R.L". (as the show is familiarly known), Overdrive will be the place to turn.
"Doing three things at once when you're 19 years old is not hard", said Dave Sirulnick, an executive vice president at MTV who oversees multiplatform. production, news and music.
Last Thursday at MTV's studios in Times Square, Mr. Sirulnick proved adept at doing at least two things at once, dashing between two control rooms that were steps away from each other just down the hallway from the "T.R.L" set.
It was the second test-run of simultaneous production, and in each control room-one for Overdrive, one for "T.R.L".—separate sets of directors and producers guided cameramen and the show's hosts, known as V. J.'s, through their paces.
"No one that we know has done a live stream of a different signal of an existing show". Mr. Sirulnick said. "It's a live parallel experience, one that very quickly turns into an on-demand experiment" with portions of each show archived and kept on the Overdrive site for fans to replay at will.
In the first paragraph, the author introduces his topic by______.
A．posing a question
B．justifying an assumption
C．making a comparison
D．explaining a phenomenon
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