• Mediaweek, Monday, July 6, 2009 10:02 PM

In an industry first, VH1's 'The Great Debate' debuted last night, using live, interactive out-of-home screens and social media Web sites to create a multi-channel dialog. The program invites the audience to take sides on such burning pop culture questions as "Star Wars" vs. "Star Trek," or Boxers vs. Briefs.

Through an interactive platform provided by LocaModa, viewers comment and vote through real-time text messaging at 300 Zoom Media & Marketing nightlife locations, at Viacom's jumbo HD screen in Times Square, and on Facebook and Twitter.

The combination of mobile and social programming across broadcast and out-of-home digital channels is a grand experiment. "As our audience multitasks and time shifts, we are finding ways to reach and engage them wherever they are," says Wendy Weatherford, vp at VH1.

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