TV ReTweeted – event report

The power of Twitter to drive TV audiences was demonstrated by the success of an MTV initiative that saw 166 million Tweets generated over five weeks by a vote to find the hottest summer pop act.

One Direction beat Justin Bieber in the contest last August as audiences for the flagship UK MTV Music channel surged by 55%, according to MTV’s Virginia Monaghan, VP of Music Content and Commissioning.

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