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New Trend May Have Fans Shout, 'I Want My ITV!'

'Interactive video' changing way users view music videos online, experts say

By Wesley Oliver,  Newser Staff

Posted Nov 26, 2007 2:41 AM CST

(Newser) – MTV just may become a thing of the past, thanks to a new wave sweeping the Net called “interactive video.” Encouraged by the popularity of music videos online, but frustrated by poor web quality, producers are allowing users to create their own video-viewing experience. Indie favorite Arcade Fire released their new single by letting fans click through the band’s clips.

Producers are also hooking fans with “reactive videos,” which offer social networking and shopping services further bridging the gap between artist and audience—and making it easier for advertisers to target consumers. “The realization that you can just click on a video and it takes you somewhere is huge,” gushed one media firm CEO.

Arcade Fire
Arcade Fire   (Getty Images)
YouTube homepage
YouTube homepage   (Getty Images)
YouTube
YouTube   (Getty Images)
YouTube
YouTube   (Getty Images)
Arcade Fire, an Indie rock band based in Montreal, Canadia
Arcade Fire, an Indie rock band based in Montreal, Canadia   (Getty Images (by Event))
Richard Parry performs with his band The Arcade Fire at the Coachella Valley Music and Arts Festival in Indio, Calif., on Saturday, April 28, 2007. (AP Photo/Branimir Kvartuc)
Richard Parry performs with his band The Arcade Fire at the Coachella Valley Music and Arts Festival in Indio, Calif., on Saturday, April 28, 2007. (AP Photo/Branimir Kvartuc)   (Associated Press)
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