Mass Relevance, a provider of social curation platforms, announced that MTV Networks (News - Alert) has deployed its Mass Relevance Platform to curate and analyze real-time social content across a wide range of brand experiences.

MTV Networks uses the platform to aggregate, filter, moderate and deliver real-time Twitter (News - Alert) content to create engaging interactions with its audiences and power voting for award shows including the 2011 mtvU Woodie Awards, VH1's Big Morning Buzz Live and Logo's NewNowNext Awards and RuPaul's Drag Race.

Mass Relevance platform enables consumer brands effectively use real-time social content to drive engagement on television, Web and mobile. The social technology can instantly aggregate, curate and deliver the best content for any context with an enterprise SaaS (News - Alert) infrastructure to meet the needs of the Fortune 500 companies.

"Our producers use the Mass Relevance technology to power social data products and experiences across our brands, through data curation, moderation and visualization," said Jacob Shwirtz, director of Social Viewing at MTV Networks, in a statement. "Mass Relevance's committed service and unique capabilities have helped MTV Networks deliver new and compelling experiences to our fans and users."

Mass Relevance has powered successful integrated Twitter strategies for media, entertainment and consumer brands such as NBC Sports, Cisco (News - Alert), E! Online, ITV, Dick Clark Productions, and Pepsi, company officials said.

According to Sam Decker, CEO of Mass Relevance, Twitter, the fastest growing social networking tool among youth, offers a tremendous opportunity to fuse together online, broadcast and social in a new kind of brand experience.

“Our platform offers the scale and technology to enable the massive amount of social conversations and data to be collected and displayed in a way that allows MTV Networks to innovate new ways to engage fans and catalyze conversations happening online,” Decker added. “We're very excited to work with them in bringing the very best to their audiences."

Earlier in April, Mass Relevance announced it is powering "Tweet-to-Screen" for diva and global pop sensation Katy Perry's California Dreams 2011 Tour. This is the first time that concert attendees will be greeted at each show by giant on-stage screens that showcase live fan pictures along with tweets from the event, company officials said.