"We won't be judging by how many streams we do on several websites," says McCormack. "We will be judging it by how much we can affect the conversation around digital music in the lead-up and beyond."
Lady Gaga leads MTV's O Music Award nominations →
"Some elements of this will be experimental," said Dermot McCormack, head of digital media at MTV Music Group. "If there is such a thing as a beta award show, this is it."