MTV Sorta Likes Bloggers... But Not Really: 2007 Movie Awards Wrap-Up
MTV to Bloggers: We sort of like you but not enough to give a shit about your coverage.
LAist to MTV: We sort of like you but not enough to give a shit about your programming.
When LAist was invited by MTV to live-blog the 2007 Movie Awards from an on-site "blogging tent," we asked ourselves one crucial question: is this going to be a cool opportunity to offer readers a unique perspective on the event or is it going to totally suck? The answer: Both, but mostly the latter.
Inviting online journalists to live blog the MTV Movie Awards -- we were in good company alongside A Socialite's Life, Popbytes, TMZ, MeeVee and iVillage, among others -- had the potential to be an interesting experience that combined the best of mainstream media (money, resources, access, name recognition) with the best of the Web (immediacy, subjectivity, lack of corporate oversight).
I arrived at Universal Citywalk in the early afternoon and was directed to the press area, which was a large white tent set up in a parking lot maybe a couple hundred yards from the Gibson Amphitheater, where the show was being held. The press tent was subdivided into three "rooms," one for traditional print and electronic media, one for journalists doing one-on-one interviews and one for bloggers and assorted electronic media. MTV called this the blogging tent. I dubbed it the Blogghetto.
Sure, the Blogghetto was set up with tables, chairs, couches, Internet hookups, a video feed from the live show and LA's chilliest air conditioning system. Sure, MTV provided sodas, sandwiches and snacks. Sure, it was nice of MTV to invite us in the first place. But it was obnoxious, stupid and just plain pointless to shunt bloggers into a separate tent.