September 12, 2010, Updated September 24, 2012

MTV and Israel’s attracTV are partnering to take fans behind-the-scenes at the 2010 Video Music Awards (VMA). The online live-stream and interactive ‘VMA VIP Pass’ experience is powered by attracTV. The interactive platform allows for sharing, viewing, discussing and participating in show-related content.

Developer of the first self-service Vidget (widget over video) Platform, the attracTV platform for the 27th annual VMA incorporates interactive widgets over the night of live stream. These include 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. They also get 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 tonight at

Currently, attracTV’s self-service is open only to publishers via invitation, with complete open rollout 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.

Tzahi Sofer, attracTV’s founder and CEO says: “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.”

A privately-held company, attracTV was founded in 2008 and is based in Tel Aviv with a representative in the US.


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