1. Synchronous show tweeting, in which individual tweeters provide running commentary MST3000-style to their followers on Twitter.

2. Social Viewing, in which a community of Twitter users' tweets are displayed together (grouped by hash tag) so that a running group-conversation is created.

3. User involvement, in which the tweets actually become content in the show. Sloan says is far and away the master of this model. He points to MTV's programming around its site, which tracks how many people are tweeting in confidential votes for contenders such as Kanye West, Lady Gaga, and Taylor Swift.

Just before the Awards, MTV sets up a huge stage outside the Nokia Theater where the awards are held. The stage is backed by a huge video monitor showing a (very wide) version of the TwitterTrack site, with the tweet totals of the music celebs tallying in real time on the screen. In front of the screen, a young MC moves about doing commentary and exhorts viewers to "Keep Tweeting!" The scene looks like some wild hybrid of a telethon, live election night coverage, and a live praise-in at a mega-church.

It's amazing--a whole new bi-directional medium.