Rapper Will.I.AM refuses to stop using his cell phone to tweet during live broadcasts of the U.K. version of The Voice, insisting it allows fans to "live the moment" with him.
The Black Eyed Peas star serves as a judge on the TV singing contest but he came under fire last month (Apr12) for using his Blackberry to log on to Twitter.com as the show was on air.
He continued to send messages via the site during Saturday's (05May12) episode, reportedly infuriating Bbc bosses - but will.i.am is unrepentant about his actions.
In a series of posts on his Twitter.com page, he writes, "Im (sic) not going to stop tweeting during live shows...I think it allows people to live the moment with me as I'm in it...
"I told the bbc: 'It may seem odd me tweeting...but trust me...this will be the norm one day & people are going to copy it'."