Thoughts on the MTV VMA coverage (and a little bit about the future of TV)

This is my response to the coverage of the MTV VMAs 2011, and the news that Beyonce & Jay Z are expecting their first child.

On the year that MTV’s Video Music Awards celebrated record viewing figures, Twitter’s PR account announced that they’d received a record number of tweets after Beyonce’s mid-VMA confirmation that she is, in fact, with child. Despite the probable musical demigod status of said child, this record bump (no pun intended) of 8,868 tweets per second was more down to MTV’s juggernaut-inspired social media strategy for this year’s ceremony than a genuine collective outpouring of joy for Mr & Mrs Z, or the belief that this is the most worthwhile thing to talk about since March 2006.

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