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

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. (More interactive video stories.)