Take the American Music Awards. Instead of cannibalizing the network TV ad deals by live-streaming the whole show, Dick Clark Productions is live-streaming the pre-show – complete with celebrity guests, text and Twitter-based questions from the audience, as well as widgets (powered by Ustream), that will let viewers post the stream to their social media profiles. Coke is the pre-show’s sponsor.

Variety President Neil Stiles (pictured right) asked Adelson (pictured left) whether she was worried about Coke opting-out of spending more money to advertise on the live TV show vs the Web – and she responded with an emphatic no. “We created an additional revenue stream, because Coke wasn’t a sponsor for the TV show,” she said. “They may not have thought that the AMA’s on TV would reach their target audience, but now with the live-streamed pre-show, they have another option.”