2007 MTV Video Music Awards Ushers In Unprecedented Viewer Access and Interactivity

MTV: Music Television is throwing out all the rules with the 2007 MTV Video Music Awards, ushering in unprecedented access and interactivity beyond what any awards show has ever done. From VMA.MTV.com to MTV Mobile on Sprint TV to the Virtual VMAs to MTV On Demand, MTV is setting a number of important firsts: the first viewer-inspired remix; the first mobile simulcast of the VMAs; the first awards show ever recreated virtually, and the first nearly instantaneous VOD updates.

Because the show airs one time ONLY on September 9th, what happens in Vegas really will stay in Vegas. MTV will air three remixes in the days following the live broadcast: On September 11th at 10 pm (ET/PT), MTV will present the Celebrity Commentary edition, featuring artists dishing about all the backstage gossip and their favorite moments from that night. The "Viewer's Choice" remix - inspired by viewers who vote for their favorite show elements at VMA.MTV.com - will air on September 13th at 6 pm (ET/PT). And the third remix, airing September 15th at 11 pm (ET/PT), will spotlight all the hot performances that aired during the live broadcast as well as extended and unaired performances from the Fantasy Suites and from VMA Weekend and the VMA pre-show.

In addition to the remixed versions of the shows, there are tons of other cool things happening across MTV's online, mobile, virtual and on-demand touchpoints for the VMA audience and fans:

VMA.MTV.com is viewers' one-stop shop for all things VMA. Viewers can vote for Best New Artist of the year now and until just moments before the award is presented; enjoy behind-the-scenes coverage of photo shoots with artists like Rihanna, Chris Brown and Kanye West; check out the full list of nominees, and follow all the celebrities blogging live from Las Vegas during VMA Weekend.

Immediately following the show, viewers can go to VMA.MTV.com to vote for their favorite performances, awards and moments - and ultimately inspire the "Viewer's Choice" remix, which will air on MTV on September 13th at 5:30 p.m. (ET/PT).

VMA.MTV.com also will be home to never-before-seen performances from the Fantasy Suites throughout VMA Weekend and the show. Artists performing in the suites will be jamming for up to 90 minutes with friends and special guests, and the audience can vote online whether those performances make it into the "Viewer's Choice" remix. A number of those performances also will make it into the all-music remix.

For the first time ever, MTV Mobile will air a live simulcast of the main show on video-enabled Sprint Vision and Power Vision phones.(1) Artists equipped with Sprint phones - such as Timbaland, Chris Brown, T-Pain, Lil' Mama, Boys Like Girls and even MTV's famed Moonman - will be Twitter-ing (sending text messages) so viewers can follow them throughout the weekend and during the show - and Twitter back.(2) Viewers simply text "Follow VMA" to 40404 to stay connected to the VMA performers and nominees.

Viewers can also help determine the "Best New Artist" award minutes before it's presented by texting "VMA" to 23882. And MTV Mobile will feature music videos from nominated artists, clips of VMA Weekend performances, MTV News reports, red-carpet highlights, show performances and post-show clips.

The party is already underway in MTV Networks' virtual world (available for free download from VMA.MTV.com). The Virtual VMAs - the first awards show ever recreated virtually - painstakingly reconstruct the ultra-exclusive, high-priced and extravagant Hardwood, Pink and Sky Villa fantasy suites in the Palms Casino & Resort where most of the performances will take place.

Major artists - from the likes of Common, MIMS, Shop Boys and Soulja Boy - have already mixed it up in-world with fans, and other artists scheduled to appear in the virtual suites include Gym Class Heroes on Saturday, Sept. 1, and the groups Boys Like Girls and Peter, Bjorn and John on Saturday, Sept. 8. MTV News correspondents are also making guest appearances in-world to talk about the latest news and all the behind-the-scenes action.

Throughout the VMA Weekend, MTV On Demand will produce a "best of the day" package on Comcast and Time Warner cable systems, the first time VOD content has been made available nearly instantaneously. The "best of day" package will highlight the best news, online and user-generated content from Las Vegas and serving it up to nearly 18 million households in an all-you-can-eat buffet style. Additionally, MTV is providing all On Demand providers with a robust VOD package that pays honor to the home of the 2007 VMAs with two original specials: MTVegas, a look into MTV's greatest moments in Sin City, and "100% Sweet," a tour of the amazing Palms Hotel High Roller Suites. MTV On Demand will also feature a full slate of VMA retrospective programming including "VMA Crazy Moments," "VMA Hosts," "Best Dressed/Worst Dressed" and "The Bling Report."

As part of MTV's local music initiatives, the Chicago-based band Flowers For Dorian will be featured live during the VMAs in a local Comcast affiliate commercial break. MTV and Comcast Spotlight are taking over an entire minute break to shine the light on the band. After the VMAs, Flowers For Dorian will also be featured on MTV2 On Demand locally in Chicago. More than 113 bands registered for the contest and fans cast a stunning 632,021 votes over one week.

Timbaland, 50 Cent, Akon, Soulja Boy, Kanye West, Fall Out Boy, Chris Brown, Foo Fighters, Common, Nelly Furtado, Gym Class Heroes, T-Pain, Cee-Lo, Daniel Merriweather, Lil' Wayne and Rihanna are set to perform at this year's star-studded awards show. In addition, Justin Timberlake with Timbaland are set to host a Fantasy Suite party, while critically acclaimed producer, artist and DJ Mark Ronson will rock the party in The Pearl with help from his turntables, horn section and surprise guests. This year, Timbaland will also find himself working overtime as the official Maestro of the VMAs, responsible for creating several show-stopping and unexpected artist collaborations for this one night only. The "2007 MTV Video Music Awards" will air live from the Palms Casino Resort in Las Vegas on Sunday, September 9, 2007 at 9PM (Live ET/Tape Delayed PT.)

The Ballots for the 2007 MTV Video Music Awards were sent out for the first time to artists and musical tastemakers as well as to an exclusive industry group and viewers who determined the nominees for the telecast. Approximately 50 viewers and individuals representing record labels, music journalists, video directors and music producers, selected the nominees for awards categories encompassing such wide-ranging contemporary music forms as rap, dance, R&B and rock. Ballots are cast online and duplication is avoided through a special control number assigned to each ballot, which can only be tallied once.

Shugoll Research is the Official Business Advisor of the 2007 MTV Video Music Awards.

Jesse Ignjatovic is the Executive Producer, Den of Thieves for the "2007 MTV Video Music Awards." Dave Sirulnick is Executive Producer. Chris Choun is Co-Executive Producer. Jen Jones and Jane Mun are Co-Producers. Amy Doyle and Joanna Bomberg are Music Talent Executives. Robin Reinhardt-Locke is Celebrity Talent Executive. Garrett English is Executive in Charge of Production. Hamish Hamilton is Director.

The 2007 MTV Video Music Awards marks the fourth time Laurie Ziegler, Branded Entertainment is doing the official VMA gift bag.

Source: MTV