• by Steve Smith  @popeyesm, February 9, 2012

After some ambitious second-screen programs around last Sunday’s Super Bowl, mobile content programmers are moving quickly into awards season. For some of these companies, the big game was just a kickoff to a run of live TV events that seem tailor-made for smartphone and tablet complements.

In a world of on-demand and time-shifted TV consumption, awards shows are among the remaining mass media live events that cater to synchronized "second screening." Next up: Sunday’s Grammy Award ceremony.

Event on-air host CBS and the Recording Academy recently launched a cross-platform multimedia extravaganza to generate buzz for the record awards this Sunday. Grammy Live will offer three days of videos and social media chatter in advance of Sunday’s telecast.

The content is being fed to the Web at Grammy.com/live as well as the Grammy Live App for iPad, iPhone and iPod Touch. The Grammy Live videos have their own hosts -- Alison Haislip, Drew Hinze and John Norris -- fronting the events and background material that occur all this week.

The pre-show material will lead into a backstage pass second-screen experience: red carpet and backstage cams, interviews in the press room and even views into a photo session with the winners by photographer Danny Clinch. The app version of the Live content also allows for interactive polling, social media coverage and a live stream of music from Grammy nominees. The app was developed by Trailer Park and is sponsored by Target.

Third-party apps are gearing up for awards as well. Yahoo’s IntoNow CEO Adam Cahan tells Mobile Marketing Daily that the apps will benefit from even more ambitious complementary content than the company deployed for the Super Bowl. He is promising exclusive reporting from the awards themselves. The other Yahoo brands, such as OMG and Shine, will be providing synchronized polls about the nominees and categories.

The app will aggregate relevant Twitter feeds of nominees. There will be direct purchasing of music tracks to capture impulse buying. Cahan says that IntoNow enjoyed sizable growth from its enhanced programming around football season. The app has been downloaded more than 2.6 million times with about 60% occurring on the iPad.