2008 MTV Europe Music Awards Delivers Multi-Platform Success

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, Dec. 1 /PRNewswire/ -- MTV Networks International today 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."

Notes to Editors
1. The 2008 MTV Europe Music Awards will be broadcast in the following
territories: Armenia, Austria, Belarus, Belgium, Bosnia, Bulgaria,
Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France,
Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia,
Lithuania, Luxembourg, Former Yugoslav Republic of Macedonia, Malta,
Moldova, Monaco, Netherlands, Norway, Poland, Portugal, Romania, Serbia
& Montenegro, Slovak Republic, Slovenia, Spain, Sweden, Switzerland,
Turkey, Ukraine, United Kingdom.
2. About MTV Networks International - MTV Networks International includes
the premier multimedia entertainment brands MTV: Music Television, VH1,
Nickelodeon, TMF (The Music Factory), VIVA, Flux, Paramount Comedy,
Comedy Central, Game One, Neopets, GameTrailers, Shockwave, Addicting
Games, Atom Films and Xfire. MTV Networks' brands are seen globally in
560 million households in 162 countries and 33 languages via more than
150 locally programmed and operated TV channels and more than 350
digital media properties. The company's diverse holdings also include
interests in television syndication, digital media, publishing, home
video, radio, recorded music, licensing & merchandising and two feature
film divisions, MTV Films and Nickelodeon Movies. MTV Networks is a
unit of Viacom Inc. (NYSE:VIA)(NYSE:VIA.B).
3. About edc by Esprit - edc by Esprit was launched in 1998 as a young
label by Esprit and became a stand-alone brand under the Esprit Group
in 2007. edc shows its strength in consistently delivering the most up
to date trends that appeal to its international market. The brand is
perfect for the young, spontaneous individual who is able to express
their lifestyle through an unique and diverse look. Separate marketing,
worldwide expansion of edc stores and an individual store concept
emphasize the independence of the brand. In the 2007/2008 business
year, Esprit Holdings Limited generated a worldwide group turnover of
around EUR 3.2 billion (as of 30.6.2008). The net profits increased to
around EUR 600 million with growth of 24,5 per cent in comparison to
the previous year. The share of Esprit Holdings Limited is listed on
the Hong Kong stock market and is included in both the Hang Seng Index
and in the MCSI Index Hong Kong, as well as in the FTSE All World Index
for Hong Kong. The Group operates more than 690 directly managed retail
stores worldwide and distributes its products via more than 14,500
wholesale locations around the globe. The company has more than
1,000,000 square metres of sales area in more than 40 countries. For
further information, please visit http://www.esprit.com/
4. About Sony Ericsson - Having sold over 100 million phones in 2007, Sony
Ericsson is currently one of the five largest mobile phone
manufacturers in the world. An important industry player operating in
over 80 countries, our phones, accessories and PC cards are synonymous
with innovation and style. With R&D sites in Europe, Japan, China,
India and North America, diversity is one of the core strengths of the
company. Sony Ericsson was established as a 50:50 joint venture by
Sony and Ericsson in October 2001, with global corporate functions
located in London. For more information about Sony Ericsson please
visit www.sonyericsson.com
5. About Dell - Dell Inc. (NASDAQ:DELL) listens to customers and delivers
innovative technology services they trust and value. Uniquely enabled
by its direct business model, Dell is a leading global systems and
services company and No. 34 on the Fortune 500. For more information,
visit www.dell.co.uk, or to communicate directly with Dell via a
variety of online channels, go to www.dell.co.uk/conversations.

To get Dell news direct, visit www.dell.co.uk/RSS. Dell Corporation Limited. Dell, and the Dell Logo are either registered or unregistered trademarks of Dell Inc. Dell disclaims any proprietary interest in the marks and names of others.

Source: MTV Networks International

CONTACT: Catherine Mirra, MTV Networks International, +1-212-846-4890,
Catherine.Mirra@mtvn.com

Web Site: http://www.dell.co.uk/
http://www.esprit.com/
http://www.mtvema.com/
http://www.sonyericsson.com/

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