2008 MTV Europe Music Awards Delivers Multi-Platform Success
Comprehensive Web & Mobile Content Underlines MTV Understanding Of Audience Content Consumption
- Over 100m votes cast during campaign
- 6.8m visits to www.mtvema.com
- 72% increase in time spent on www.mtvema.com
- 211% increase in live streams on Awards night
- 165% increase in WAP downloads
LONDON, -- MTV Networks International clearly demonstrated its expertise in delivering unique and comprehensive multi-platform experiences as it revealed the success of its entire web and mobile services to support the 2008 MTV Europe Music Awards. The Awards were sponsored by edc by Esprit, Sony Ericsson and Dell.
In total, there were 4,030,269 unique visitors to the Awards' dedicated website at www.mtvema.com. This represented a 33% increase year on year, with a 26% increase in visits to 6,877,324. With a focus on creating a site that was more content-rich than in previous years, average time spent on the site was 06.06 minutes (+72% year on year). On the day of the show itself, the live webcast, including Perez Hilton's live report from the red carpet, delivered 807,248 live streams (+211%).
"The success of the MTV Europe Music Awards website underlines that MTV understands that audience demands content-rich multi-platform support and that is what we delivered for this year's MTV Europe Music Awards," commented Gary Ellis, Vice President, Content & Operations, MTV Networks International. "As well as giving the audience an opportunity to vote in ten of the Awards' categories, we ensured that the site offered a depth and range of content that fulfilled their appetite for relevant and up-to-date information in every region and in a broad spectrum of languages."
The 2008 MTV Europe Music Awards also enjoyed a significant increase in the total number of votes cast in the ten categories, with over 100 million votes counted overall.
To ensure maximum impact and ensure that audiences could draw maximum benefit from the site, the site was available in 18 languages, covering 24 regions.
As well as being the key multi-platform destination for viewers to vote in ten of the eleven categories of the Awards, the site was the principle access point for all information regarding the event itself. As well as category and nominee information, the site offered the deepest web experience to date with more video, photography, artist information, blogs and downloads than any previous MTV Europe Music Awards website. The site also hosted dedicated sponsor areas for edc by Esprit, Sony Ericsson and Dell, offering the opportunity to win a selection of exclusive prizes.
A key feature of the multi-platform activity for this year's MTV Europe Music Awards was a live Red Carpet webcast hosted by the self professed "Queen of all Media", Perez Hilton. The 90-minute webcast was the single live source of content from the red carpet. The show then segued into a live simulcast of the Awards themselves. MTV additionally provided web-viewers with bespoke content that played during the television commercial breaks as well as backstage interviews with performers and award presenters.
"Without a doubt the exclusive webcast from the red carpet with Perez was a massive draw for our viewers," added Ellis. "Not only did it reinforce our commitment to give viewers a unique digital experience on the night of the Awards itself, but its success clearly demonstrates that our audience enjoy watching content on the web as well as on TV."
The MTV Europe Music Awards' WAP service provided extensive collateral for MTV's mobile audience. As well as information on the awards, categories, artist profiles and galleries, users could access downloads including wallpapers and videos as well as bespoke polls. By the end of the Awards' campaign, the WAP service had achieved 56,614 content downloads (+165% year on year) and 5,987 video plays (+47%).
"The success of the WAP site demonstrates that our audience wants to consume content on all platforms - even when they are on the move," concluded Ellis. "The MTV Europe Music Awards offered our audience the perfect opportunity to enjoy quality, music-related content on every platform wherever and whenever they wanted to access it."
- Over 100m votes cast during campaign
- 6.8m visits to www.mtvema.com
- 72% increase in time spent on www.mtvema.com
- 211% increase in live streams on Awards night
- 165% increase in WAP downloads
LONDON, -- MTV Networks International clearly demonstrated its expertise in delivering unique and comprehensive multi-platform experiences as it revealed the success of its entire web and mobile services to support the 2008 MTV Europe Music Awards. The Awards were sponsored by edc by Esprit, Sony Ericsson and Dell.
In total, there were 4,030,269 unique visitors to the Awards' dedicated website at www.mtvema.com. This represented a 33% increase year on year, with a 26% increase in visits to 6,877,324. With a focus on creating a site that was more content-rich than in previous years, average time spent on the site was 06.06 minutes (+72% year on year). On the day of the show itself, the live webcast, including Perez Hilton's live report from the red carpet, delivered 807,248 live streams (+211%).
"The success of the MTV Europe Music Awards website underlines that MTV understands that audience demands content-rich multi-platform support and that is what we delivered for this year's MTV Europe Music Awards," commented Gary Ellis, Vice President, Content & Operations, MTV Networks International. "As well as giving the audience an opportunity to vote in ten of the Awards' categories, we ensured that the site offered a depth and range of content that fulfilled their appetite for relevant and up-to-date information in every region and in a broad spectrum of languages."
The 2008 MTV Europe Music Awards also enjoyed a significant increase in the total number of votes cast in the ten categories, with over 100 million votes counted overall.
To ensure maximum impact and ensure that audiences could draw maximum benefit from the site, the site was available in 18 languages, covering 24 regions.
As well as being the key multi-platform destination for viewers to vote in ten of the eleven categories of the Awards, the site was the principle access point for all information regarding the event itself. As well as category and nominee information, the site offered the deepest web experience to date with more video, photography, artist information, blogs and downloads than any previous MTV Europe Music Awards website. The site also hosted dedicated sponsor areas for edc by Esprit, Sony Ericsson and Dell, offering the opportunity to win a selection of exclusive prizes.
A key feature of the multi-platform activity for this year's MTV Europe Music Awards was a live Red Carpet webcast hosted by the self professed "Queen of all Media", Perez Hilton. The 90-minute webcast was the single live source of content from the red carpet. The show then segued into a live simulcast of the Awards themselves. MTV additionally provided web-viewers with bespoke content that played during the television commercial breaks as well as backstage interviews with performers and award presenters.
"Without a doubt the exclusive webcast from the red carpet with Perez was a massive draw for our viewers," added Ellis. "Not only did it reinforce our commitment to give viewers a unique digital experience on the night of the Awards itself, but its success clearly demonstrates that our audience enjoy watching content on the web as well as on TV."
The MTV Europe Music Awards' WAP service provided extensive collateral for MTV's mobile audience. As well as information on the awards, categories, artist profiles and galleries, users could access downloads including wallpapers and videos as well as bespoke polls. By the end of the Awards' campaign, the WAP service had achieved 56,614 content downloads (+165% year on year) and 5,987 video plays (+47%).
"The success of the WAP site demonstrates that our audience wants to consume content on all platforms - even when they are on the move," concluded Ellis. "The MTV Europe Music Awards offered our audience the perfect opportunity to enjoy quality, music-related content on every platform wherever and whenever they wanted to access it."
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