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MTV Brings Fans Behind-the-Scenes of the 2010 Video Music Awards (VMA) with Online Live-Stream and Interactive “VMA VIP Pass” Experience Powered by attracTV

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Monday, September 27th, 2010

Fans Offered Unparalleled Insider Access to Show Live-Stream with Interactive Platform that Allows for Sharing, Viewing, Discussing and Participating in Show-Related Content

In anticipation of the 2010 MTV Video Music Awards (VMAs) attracTV inc., developer of the first self-service Vidget (widget over video) Platform, announced today a partnership with MTV to power the “VMA VIP Pass” – a live, behind-the-scenes online experience of the 27th annual event. The platform incorporates interactive widgets over the night of live stream, which includes red carpet and back stage camera feeds, that allow fans to chat, share viral show moments, view nominated videos and receive real-time alerts on winners, in addition to access to VMA-related celebrity news and the ability to participate in VMA real-time polls. The “VMA VIP Pass” experience is sponsored by Yahoo and will be streamed live starting at 7 p.m. ET on September 12 at

“We are very excited to support MTV in delivering this wonderful and unique online viewing experience for the 2010 VMAs,” said Tzahi Sofer, attracTV’s co-founder and CEO. “attracTV is a pioneer in providing full solutions for managing interactive overlays onscreen, with dynamic, innovative content and advertisement overlay solutions.”

“ has become a trusted source for providing fans with unparalleled access to music’s biggest night,” said Kristin Frank, general manager of MTV and VH1 Digital. “The attracTV platform allows fans to not only view the VMA behind the scenes live-stream, but engage in many things at once, including interactive chat widgets and polls, update on award results and editorially relevant searches powered by MTV and Yahoo!”

attracTV’s self-service is currently only open to publishers via invitation; complete open rollout is slated for the end of 2010. Following an approved invitation request, a publisher can open an account and independently manage vidgets, whether off-the-shelf or self-owned. Developers and advertisers interested in developing vidgets and offering them to publishers can do so using attracTV’s Developers’ Guide.

“Recent, successful launches with several leading publishers has proven that viewers are keen to engage in different kinds of activities while watching their favorite content online,” adds Mr. Sofer. “Now, with the rise of professional online video content, the ubiquity of high speed internet and the role that internet services play in everyone’s lives, new business and monetization opportunities arise – and this is where attracTV shakes up the world of video.”