• The Washington Post, Monday, August 28, 2006 11:45 AM

When MTV broadcasts the Video Music Awards this week, it will produce four versions of the show. Along with the main awards show, to run on the flagship channel, MTV2 will air a tailored program with its own hosts, commentary and special-awards presentation. Also, MTV's online portal, Overdrive, will provide a live feed of the scene backstage. And if someone is not in front of a computer or TV, MTV will deliver short highlight video clips to mobile phone users. "We're trying to create a simultaneous experience," says MTV President Christina Norman. The notion of "screens"--treating PCs, cell phones and iPods as places for programming--has become a key concept in entertainment-industry circles, as executives try to keep up with consumers in the era of high-speed Internet connections and mobile entertainment.

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