VH1 Has Digital Plans for Rock Honors

VH1 plans comprehensive digital component to VH1 Rock Honors special honoring The Who.

By Alex Weprin -- Broadcasting & Cable, 7/11/2008 8:16:00 AM

VH1 is planning a comprehensive digital component to its VH1 Rock Honors special honoring The Who.

Exclusive content will be available online in the two days leading up to the premiere July 17. Exclusive online performances from The Who will join backstage interviews and a behind-the-scenes look at the show.

The Office’s Rainn Wilson was tapped to host the backstage host for VH1.com.

The full show, including all of the performances, will be available on a dedicated VH1 Rock Honors site once the show airs.

Among the musicians honoring The Who for the special are Tenacious D, Foo Fighters, Pearl Jam and The Flaming Lips.

To promote the program, VH1 is launching a number of digitally based campaigns, including a Facebook application -- VH1 Framed You -- and a contest dubbed “You Are Who,” where users can print out masks of The Who and submit photos of themselves in weird and funny situations wearing the masks. The winners from that contest will get a copy of the game Rock Band, which MTV co-produced with Harmonix.

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