The experiment is hardly surprising, given the rising popularity of livestreaming tools such as Periscope and Facebook Live. TV executives -- particularly those targeting younger viewers -- are rightfully concerned with their ability to attract eyeballs. Rather than fight them head on, MTV wants to embrace their utility and modernise its linear TV channels in the process. The strategy makes some sense, given that 24-hour music channels are often used for parties and other social gatherings. Giving people the chance to participate, no doubt to comical effect, could build on this use-case and give it an advantage over alternatives like YouTube.