By Seb Joseph

Viewers will be able to use Twitter to control what they see during an entire ad break on Channel 4 for the first time.

The broadcaster billed the stunt as a “world first” that will let fans switch between three performances of British electro-pop band Years & Years. It happens tomorrow (10 July) evening at 9.45pm when viewers can use the #ChooseDark #ChooseLight or #ChooseShadow hashtags that correspond to the style of each music video. The idea of the shades theme harks back to the band’s reputation for extravagant lighting displays.

Tweets are tallied every 30 seconds as the most popular video Read full story ›

Source: The Drum