Awards season isn’t over just yet, as CTV and eTalk celebrate the 10th anniversary of broadcasting the annual Juno Awards, putting the fans front-and-center.

It’s also a big year for the Junos as the award show turns the big 4-0. To make a splash on this milestone 40th anniversary, interactive and social media elements will play a big role in eTalk At the Junos, the live one-hour broadcast from the red carpet in Toronto slated for March 27.

It’s all about the fans, as executive producer and director of production Morley Nirenberg notes. eTalk reporter Lainey Lui will have a prime spot near the red carpet and will be hooked up to Twitter, where she’ll be taking questions from fans to ask the artists.

“We’ve done this in small bits on other shows,” Nirenberg tells Playback Daily, who says the @etalkctv Twitter stream will also appear at various points throughout the broadcast. “But this is the first time we’re doing it in on a bigger scale. Our audience is more social media-savvy and they like to interact with their favorite stars.

Nirenberg adds that the artists don’t always have enough opportunity to interact with their fans, so the red carpet show gives them that chance.

In the lead-up to the Junos, CTV mounted a country-wide outreach campaign, getting music fans to describe their love for Canadian music in 150 words or less. Hundreds of entrants were then selected to join the red carpet fan pits this coming weekend.

“The enthusiasm is just as big in smaller cities, and this show gives fans the real red carpet experience,” says Nirenberg, who has been involved with the red carpet show for the last nine years, recalling stories of Halifax audiences singing happy birthday to Fergie of the Black Eyed Peas and the exhibit of an overly enthusiastic Justin Bieber fan.

The two-and-a-half hour anniversary broadcast hits the airwaves on March 27 at 8 p.m. ET and will be hosted by rapper Drake.