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AOL’s Got the Best Grammy Awards Site February 11, 2007

Posted by David Card in Media.
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There’s nothing like an awards show to bring out the best in Internet programming. While the Grammy Awards aren’t in the same league as the Oscars, the three portals and CBS, the network carrying the broadcast tonight, all do creditable jobs in support.

The Grammys site itself is weak, but cross-linked to CBS and Yahoo, who are doing the heavy lifting. CBS’s site is also lighter than those of the portals, but it’s streaming live from the red carpet. Its video jukebox is very thinly populated, and its only voting is for favorite Grammy show moments, a good idea but with too little video in support. Well, that and My Grammy Moment (run by Yahoo) that’s the sole nod to consumer — well, amateur — content from either one: vote in a duet partner for Justin Timberlake.

Yahoo’s own site is richer, and laid out to emphasize the actual contests. Its got tons of music videos, and streaming samples of the nominated songs when it doesn’t have a video. Nice. You can also stream a compilation album.

MSN’s Grammy site is more bare-bones than Yahoo’s, with just the videos nominated (rather than videos of many of the songs) and a poll or two. Within articles, it links aggressively back to its digital music store.

As usual with awards shows, AOL’s got the best site. It has the most interactivity, in terms of quizzes and polls, and it’s designed to vote by each category, with vids presented as part of the voting process. It’s also got a bunch of the nominations available as free streaming CDs. AOL also has a big focus on consumer-created content, prominently promoting video uploads and message board posting. They’re right under videos of its own editors’ comments, which are presented YouTube fashion, on AOL’s “UnCut Video” knock-off, encouraging comment.

MTV has pretty much nothing in support of the Grammys, although VH1 is a little bit better. Rolling Stone has a CBS ad.

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