MTV is planning a music-trivia game show where viewers will be able to play along by logging on to the music channel's website.
The programme, dubbed 'Web Riot', is scheduled to kick off in November. Consumers will have to download some software to play from MTV's site.
The TV channel believes the programme will be popular among the net savvy MTV generation and will give it a head start in the converging TV and Web market.
The half hour programme will go out every weekday afternoon. MTV will initially have the capacity for 25,000 viewers to play alongside four on-air contestants.
Other stations are watching MTV's move carefully: if the music channel is successful, then copycat interactive games shows are expected to flood the US market.
MTV has partnered with Spiderdance on the project. The company is a specialist in creating mass-participation online programming that can work in conjunction with a television programme.
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