Miley Cyrus turned in a raunchy performance at the 2013 MTV Video Music Awards on Aug. 25, 2013. Miley's performance brought a number of reactions, most of them negative, but MTV was not concerned about quality because the show brought a huge reaction and attention to MTV. While MTV and Miley Cyrus were criticized for the display, MTV put a positive spin on Miley's twerking and teddy bear routine. MTV published an article titled "Thanks, Miley! 2013 VMAs Shatter Twitter Records.
MTV boasted that Sunday night show garnered a total audience of 10.1 million viewers, a whopping 66-percent increase over last year's show. The show was cable's top-rated entertainment telecast of the year among viewers aged 12-34, and earned a 7.8 rating in the same demo, a 47-percent compared to last year's show. In addition, the encore presentation of the show brought an additional 2.8 million viewers, bringing the grand total to 12.9 million total viewers.
The show was a big hit on social media, generating 120 national and worldwide trending topics on Twitter and 1.2 million Instagram likes. Miley's shocking performance set a Twitter record for most tweets per minute: an astounding 360,000. Miley shattered the previous record set by Beyonce during her Super Bowl performance. Beyonce dances at Super Bowl and lights go off
Miley Cyrus twerked with dancing teddy bears while singing "We Can't Stop" and stripped down to her nude colored underwear for her performance with Robin Thicke, as he sang "Blurred Lines." Miley garnered the lion share of attention for her twerking, tongue wagging, shimmying and obscene foam hand gestures.
MTV was quick to point out that the social media attention benefited the other performers and winners, and the show as a whole because the buzz created interest in the music. The social media attention is fierce but the media buzz is like free advertising for MTV and the performers. The attention has translated into sales and profits, which is the name of the game.
Justin Timberlake took home the Michael Jackson Video Vanguard Award and delivered a career-spanning performance and a reunion with 'NSync reunion!. Timberlake posted a 1,876 percent increase in sales on iTunes, according to MTV.
Bruno Mars' first-time-on-TV performance of "Gorilla" instantly launched the song onto the iTunes singles chart, and put his Unorthodox Jukebox album back onto the iTunes' album chart Top 10.
In spite of the negative audience reaction, MTV is happy with the results of the show, so it is unlikely that they will stop pushing the bar of good taste. If people object to the content on the cable network, they will have to turn it off and step away.