MTV is naming its new digital music awards the OMAs - and leaving the 'O' up for grabs.
The network's O Music Awards will take place on April 28, with MTV leaving the 'O' open to interpretation from viewers.
The network said the awards "honour the migration of music to the digital space, and celebrate the art, artistry and technology of digital music".
MTV hopes the show will do for digital music what its Video Music Awards, presented in the US last year by comedian and TV host Chelsea Handler, did for the music video.
It plans to present an untraditional, heavily interactive awards show, spread out across multiple screens including the internet, social media and mobile.
MTV will later announce a "hub" for the event and categories which could include gongs like best app. Social media buzz will play a role in choosing the winners.