Inevitably, the MTV VMAs were at the centre of prurient media outrage about a number of the performances (with Miley Cyrus taking most of the heat). While US viewing figures were up this year by 66% to 10.1m viewers (helped by the show returning to a Sunday evening primetime slot), social media activity was also pushed forward by MTV as proof of its relevance and impact as an awards show. The broadcaster claims that 300,000 tweets a minute were being sent during Miley Cyrus’ performance and she was mentioned 4.5m times on Twitter during the broadcast. What those tweets actually said, however, were not dissected as the MTV focus here is on quantity rather than any qualitative concerns. Music Ally will wager that a significant number of the live tweets were of the “OMFG” snarky variety, but this all proves (as far as MTV is concerned) the Oscar Wilde quip about the only thing worse than being talked about is not being talked about.
Source: AllThingsDigital

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