For most music fans, deciding whether to buy Mariah Carey or Ashanti is a matter of musical taste. But for fans of "IMX," the "interactive music exchange" on the digital cable channel MuchMusic USA, choosing between Ms. Carey and Ashanti has less to do with current singles than with a sense of which artist's stock is more likely to rise.
Literally.
On "IMX," pop star popularity is traded like virtual stock, with an artist's shares going up or down in value as his or her popularity index — determined by the "buy" and "sell" orders of "IMX" players — crests and wanes. Online, there's an interface that lets users monitor both their own accounts and the general shape of the market; on air, a ticker bearing information like "NORAH 146.78 +5.67" (on the day after Ms. Jones's Grammy Awards sweep) scrolls at the bottom of the screen as the hosts chat and banter. On the whole, it looks like some bizarre parody of CNNfn.
. . .
"Based anecdotally on what I've seen, the next generation of entertainment users really are able to multitask in a way where everything is on the same level," Mr. Juris said. "They really can watch a show and be online and do something else, and pay equal attention — because they're all important."
. . .
Indeed, the channel's most popular on-air personality at the moment — Juliya, the impassioned host of the rock show "Uranium" and a regular on "IMX" — was one of those online voters.
"Juliya was actually a viewer who would post her opinions online, and she was so opinionated and passionate and real — and sexy — everybody loved her," Mr. Juris said. "She was the receptionist at some company, and is now on our air virtually every day."
. . .
By using interactivity as an extra feature within its programming, MuchMusic USA is able to bring not only a sense of narrative to its music-video shows, but also a sense of connection to its audience. As with online music forums, the channel encourages its audience to be honest in expressing opinions — even if those opinions are bluntly negative. "This audience had got very used to the idea of community on the Web, and sharing ideas and thoughts," Mr. Juris said. "So the notion of saying something sucks is totally O.K. with us, because we want to create this community, and get people passionate again about music." Reaching Out to the Multitasking Modern Teenager [New York Times: Technology]
Sounds like they are onto something here. Yet another interactive future struggling to be born. Of course this one will be permitted, encouraged even as it adds to the bottom line. But when self organizing, ad hoc online communities begin to emerge and begin to get politically aware and aware of the strength they potentially wield in numbers, will they be so warmly received?
