MTV gives broadband-only treatment to music awards

Three streaming video feeds on MTV Overdrive - and you'll have to wait more than a week to see it on the regular old tube.

For the first time, MTV’s 2006 EMAs will play out exclusively by broadband, using three separate video streams on MTV Overdrive, with highlights set to air on CTV roughly a week later. The Canadian net is promoting the move with eight different 30-second teasers on MTV, all of which will drive viewers to the live broadband broadcast – which is sponsored (in Canada only) by Virgin Mobile and LG Electronics’ Chocolate Phone.

The triple-stream access on MTV Overdrive allows viewers to have their questions answered by A-list music artists via live backstage chat, see the entire musical performance roster and check out the main broadcast, all via their computers. They’ll also be able to customize the EMA experience by choosing streams, including the main EMA awards show hosted by Justin Timberlake, a separate Rådhuspladsen Town Square concert event featuring Keane, The Killers and the Danish R&B collective Outlandish, as well as the EMA backstage show hosted by enigmatic rocker/actress Juliette Lewis and her band The Licks. Highlights from all three streams will be available on MTV Overdrive to be viewed on demand at any time.

MTV Canada senior VP/GM Brad Schwartz says, ‘We certainly expect people to blow off work or school for a few hours and watch the show from the comfort of their desks.’ The 2006 EMAs will be seen by a potential audience of more than 1.4 billion people on MTV channels worldwide, through TV syndication and digital elements.