Movie Awards tops for MTV

Annual kudos-fest delivers specialty channel its biggest audience for a single event, while MuchMusic strikes broadcast deal with Fuse.

The 2010 edition of the MTV Movie Awards paid off for MTV Canada, which scored it largest audience ever on Sunday for the two-hour telecast.

The otherwise quiet night delivered an average 380,000 viewers at 9 p.m. for the event on the CTVgm-owned specialty, while nearly one million viewers tuned in to some part of the broadcast. (All numbers 2+ unless otherwise indicated.) The Canadian broadcast of the award show featured integrated sponsorships from Blackberry, Starbucks and Wind Mobile.

Not surprisingly, the show was number one with younger viewers across all specialties in the 12-17 and 18-34 demographics, as buzz-maker Twilight dominated with five awards including best movie. The event also featured performances by Katy Perry and Christina Aguilera, and a much talked-about liplock between MTV Generation award winner Sandra Bullock and presenter Scarlett Johansson.

Meanwhile, MTV sister channel MuchMusic announced Wednesday it has struck a deal with US broadcaster Fuse to simulcast the 2010 MuchMusic Video Awards south of the border. New York-based Fuse is a music-oriented national TV network owned by the Madison Square Garden company.

The MMVAs air Sunday, June 20 at 9 p.m. Musicians set to appear include Hedley, Drake, Katy Perry, Miley Cyrus and Justin Bieber.

From Playback Daily