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Viacom has been making a slew of digital content deals—earlier this year signing a distribution deal with Amazon's streaming service, recently licensing clips of shows from its cable channels to Viacom. And forging new ground for the television business, this summer it inked a major deal with Twitter, to include clips (along with ads) in tweets, designed to drive traffic to Viacom's channels, and viewers back to Twitter.
Though the same teen and twentysomething audience, which watches TV, is spending more time on social and mobile tools like Facebook, Twitter, Instagram and Tumblr, Dauman said they're not competition, but are instead helping his business.
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"It grows our revenue and all this technological change is good for us in particular, because our audiences are living on their devices and they also live watching television," Dauman said. "The more opportunities they have to engage, watch and experience our content in more places, on more devices, the more revenue we can ultimately generate."
A perfect example of this virtuous cycle, Dauman noted, is the massive Twitter conversation about the Video Music Awards on MTV. That awards show kicked off Viacom's partnership with Twitter, where Miley Cyrus' controversial "twerking" performance sparked chatter and drove ratings.
"It was a very successful Video Music Awards. We set Twitter records, thank you Miley Cyrus," Dauman said.
"The Video Music Awards are a signature show for MTV and we put our performers there and we wait to see what happens, and it drives the social conversation. We've taught America a few new words they didn't know before, and it's just a lot of fun."