Live Events Online. Who "Gets" It?

Should we add MTV to the list of media brands that "get" how to put on live video events online? Well, judging from the company's announcement of its plans for the Video Music Awards, it looks like MTV may be about to join AOL on that short list. (You'll remember the highly-lauded showing the portal made in its production of Live 8.)

Even more interesting is MTV's cross-platform integration of its advertisers on the VMAs. According to a Wall Street Journal report (subscription), VMA advertisers like the Gap, Revlon, GM and Virgin Mobile are all offering original behind-the-scenes type video content on MTV's Overdrive broadband channel. Wonder how that will work out, ROI-wise. (The Journal quotes an unnamed source saying the integration deals are going for $4 million to $7 million.)

If MTV succeeds, it'll beat on AOL on the marketing side of live event production, though AOL's new venture shows it's got a lot more up its sleeve. Watch this space.