MTV Europe Music awards go mobile
Clips of music videos and behind the scenes interviews available to mobile phones
November 2005
For the first time, content from the MTV
Europe Music Awards was available on mobile phones either
by download or streaming. Warner and MTV offered clips of red
carpet arrivals, pre-show and backstage interviews, clips of award
presentations from artists such as WMG's Sean Paul plus excerpts
of music videos.
The show was opened by Madonna while Robbie Williams,
Coldplay, and the Foo Fighters all played. The Gorillaz
wowed the crowds with a groundbreaking animated performance before
picking up the award for Best Group.
In another MTV first, fans could talk to their favorite
artists at the Awards. Celebrity host Skin interviewed artists
live after their performance or presentation, asking questions
submitted by fans in advance to the MTV Europe Music Awards websites.
"MTV wants to give our audiences a simultaneous
multi-media experience. Our web show and mobile show complement
our TV show. By harnessing digital capabilities to provide a triple
screen experience with different content on each, our audiences
will be part of the excitement of Europe's premier live music
event" said MTV's Gary Ellis.
The MTV Europe Music Awards featured LG as an official
sponsor who were showcasing the latest LG
U880 3G mobile with MP3 capability, along with other handsets.
LG had a booth and a promotional team on the ground
at the Awards and also supported the official MTV viewing parties
across Europe - in Hungary, France, Spain and the Czech Republic.
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