MTV Networks is developing a "co-browsing app meant to be used while watching live TV," said one executive familiar with MTV's iPad plans. "This means the iPad could be the appendage that makes interactive TV a reality."
Kristin Frank, general manager of MTV and VH1 Digital, said MTV is focusing on two approaches to its apps, whether for mobile or the iPad: co-viewing apps that capture the social-media chatter around TV and awards shows and apps for video on the go. IPad apps for "Beavis and Butt-Head," "MTV News" and "VH1 To Go" are all due in April, she said.
"Fifty-nine percent of people are multitasking when watching TV -- that's something we've always known," said Ms. Frank, referring to recent Nielsen data quantifying a longstanding observation. "This is the next evolution."
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