MTV base is to give its audiences more opportunities than ever to get closer to their favourite music artists with an MTV Europe music awards digital VIP pass that will go live simultaneous to the Awards at 22h00 CAT on 3 November 2005.
The MTV Europe Music Awards 2005 will be hosted by Sacha Baron Cohen and will feature performances by Akon, Coldplay, Gorillaz, Green Day, Foo Fighters, Madonna, Pussycat Dolls, Robbie Williams, Shakira, System of a Down, and the Black Eyed Peas.
Alison Goldfrapp, Anastacia, Brittany Murphy, Craig David, Diego Lina Gael Garcia Bernal, Jared Leto, John Legend, Luis Figo, Sean Paul, Shaggy, Sugababes and tATu are just some of the people who will be presenting the awards.In an African first, MTV’s audiences will receive as-it-happens ‘magazine style’ Awards news straight from their phones via Wap.
In addition, MTV fans will get the chance to get up close and personal with some of the world’s biggest artists in a live videochat.
By going to wap.mtv.tv, for the first time ever, music fans will be able to tune in on their phones for backstage photos, up-to-the-minute awards news and behind the scenes gossip completely free of charge.
This content will be uploaded throughout the night and will feature exclusive ‘only on mobile’ content.
In addition, MTV has created a selection of free MTV Europe Music Awards mobile content, including bespoke ringtones, video content and wallpapers, which are available now to download.
A celebrity host will interview artists post performance or presentation, asking questions submitted by fans in advance to the MTV Europe Music Awards websites.
Questions can also be sent in live as the Awards are taking place.
Online audiences will be able to watch the chat live, and later on they will be treated to an exclusive report on the earlier action on the ‘red carpet’ alongside show highlights, performance and additional backstage interviews.
“Youth audiences are amongst the most tech-savvy in the world, and this year’s MTV Europe Music Awards will be a rich multi-platform experience offering a host of exclusives only MTV can offer, ”Alex Okosi, general manger and vice president, MTV Networks Africa said.
“By harnessing today’s digital capabilities, our audiences will be able to literally be part of the thrill and excitement of Europe’s premier live music event – on every screen.”
The MTV Europe Music Awards digital creative links to MTV’s on-air promotional campaign which is centered around a character called ‘Pat’ who is supposed to be an artist in Lisbon preparing for his MTV Europe Music Awards ‘moment’.
Based around today’s fascination with celebrity, the online creative takes the form of a site created by an obsessed fan in homage to Pat.
All of the nominees in each of the MTV Europe Music Awards 29 categories are voted for by MTV’s audiences online, apart from Best Video and the Free Your Mind Award, which are chosen by MTV.
Viewer can also vote via the MTV Europe Music Awards WAP site for ‘best song’.
Voting went live on 27 September 2005, and will close on November 3 2005. In 2004, the MTV Europe Music Awards generated more than 12mn votes.
Sponsored by Fanta SA, the MTV Europe Music Awards air to a potential worldwide audience of more than 1bn people. More performers and presenters will be announced in due course.
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