Viacom Labs, Viacom’s incubator for the future of fan experience and engagement, has pioneered a format that pulls livestreams from fans as a curated, real-time feed running on-air during a regularly scheduled television show. MTV Music, Australia’s 24-hour linear music channel, will be the first to produce and launch an original series based on the test, which took place in June and attracted an audience more than double MTV Music Australia’s average. That collaboration from Viacom teams across three continents – the United States, Europe and Australia – had production teams and music fans livestreaming themselves dancing to music videos that aired on MTV Music Australia during the test.
The livestreams, which can be pulled from most livestreaming platforms once fans include the designated hashtag, were selected in real time by a show producer in a control room who viewed them on many screens simultaneously. The result was an unprecedented storytelling format that makes linear television more kinetic and interactive than ever as viewers saw the fan dancing on the screen in a box superimposed on the show screen.
“Viacom Labs’ mission is to constantly evolve how fans connect to the content they love and give them opportunities to make it their own,” said Susan Claxton, co-head of Viacom Labs. “Labs’ global livestream-to-TV experiment with our amazing colleagues at MTV Australia demonstrates what’s possible when we work together to leverage the dynamics of the social web and the massive scale and context of linear television.”