MTV, VH1 give ‘Live 8’ another try

MTV and VH1 will take turns today airing five-hour blocks of performances from “Live 8: A Concert to Make Poverty History.” The unusual, commercial-free replay comes one week after MTV took heat from fans and critics for missing too many key music moments in its live broadcast of the shows on 10 stages in nine countries.

The 10-hour revisit begins at 10 a.m. on VH1 and then shifts to sister-station MTV at 3 p.m.

The tandem live coverage a week ago by MTV and VH1 drew an estimated 18 million viewers over the course of eight hours, but the average hourly viewership during that time was a combined 2.1 million, which trailed much of the programming on opposite it. MTV officials have conceded that they made some missteps with the program, but they also noted that it was a holiday weekend and in a time period known for soft audience ratings.

Both MTV and VH1 will air performances by U2, Pink Floyd, Coldplay and Paul McCartney. MTV’s coverage will also include performances by Linkin Park, Jay-Z, the Killers, Kanye West and Green Day, while VH1’s coverage will add Rob Thomas, the Dave Matthews Band, Sting and Maroon 5 to the mix.

The more comprehensive broadcast also amplifies the message of the shows, which is the call for leaders of the Group of 8 nations to seek more lasting solutions to the poverty crisis of Africa.

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Geoff Boucher