Muz TV Event, Russia

A media event, as loosely defined by evolving modern usage, is an occasion or happening, spontaneous or planned, that attracts prominent coverage by mass media organizations, particularly television news and newspapers in both print and Internet editions. The element of immediacy (as in "breaking news") is crucial in spontaneous media events, while in planned events like a major speech by a national leader or a public demonstration against a government action, the prime importance of the subject matter itself is relied upon to elevate the occasion to true media event status. When individuals or groups attempt to generate publicity for themselves through a contrived media event, the occasion almost never captures widespread interest in the way a "naturally" occurring event does—such attempts are usually thought of as instances of "spin" or media manipulation, despite the use of the term "media event" by advertising agencies or other planners.