The partnership will launch with the "2013 MTV EMA" (also known as the "2013 MTV Europe Music Awards") airing live across MTV channels around the world from Amsterdam's Ziggo Dome at 9:00 p.m. CET* on Sunday 10th November 2013. MTV will offer sponsorship opportunities around real-time highlights of the show's most buzzworthy performances, unexpected moments, exclusive backstage interviews and more via its Twitter accounts with followers in more than 170 countries and territories worldwide.
Additionally, MTV will offer Twitter Amplify sponsorships to U.S.-based advertisers for the primetime airing of the "2013 MTV EMA" in the United States. The "2013 MTV EMA" will air on MTV in the U.S. at 6:30 p.m. ET/PT on Sunday, November 10th. The "2013 MTV Video Music Awards" in August marked a very successful first outing for Viacom and Twitter Amplify, generating high user engagement rates for the campaign.
VIMN's shows and events consistently drive significant activity on Twitter. Outside the U.S., MTV has 10.8 million Twitter followers, and the "2012 MTV EMA" delivered record tweets during the show (5.7 million), up +104% vs. 2011. The show also drove 32 worldwide trending topics on Twitter, at times notching eight of the top 10 trending topics during the show's premiere broadcast.
The "2012 MTV EMA" blew away the competition on Trendrr's social charts, ranking as the most social program of the night in the U.S. with more than 5.5 million mentions around the U.S. airing on MTV2 – nearly triple the most socially active audience during the 2012 U.S. election coverage.
*Please check local listings; the show will air tape delayed in some markets.
Original Viacom International Media Networks Press Release:
Viacom International Media Networks and Twitter to Launch International Twitter Amplify Partnership with the "2013 MTV EMA"
Global MTV Awards Show to Kick Off Partnership Spanning VIMN's Portfolio of Networks, Programming and Social Media in More than 170 Countries Worldwide
LONDON, Oct. 8, 2013 /PRNewswire-FirstCall/ -- Viacom International Media Networks (VIMN), a division of Viacom Inc. (NASDAQ: VIAB, VIA), and Twitter today announced an international partnership on Twitter Amplify, a program through which the companies will deliver social video advertising campaigns around the biggest programs and live events across VIMN's platforms, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel and more.
(Download Image - Viacom Logo. (PRNewsFoto/Viacom Inc.): http://photos.prnewswire.com/prnh/20110811/NY51392LOGO )
The partnership will launch with the "2013 MTV EMA," airing live across MTV channels around the world from Amsterdam's Ziggo Dome at 9:00 p.m. CET* on Sunday, November 10th. MTV will offer sponsorship opportunities around real-time highlights of the show's most buzzworthy performances, unexpected moments, exclusive backstage interviews and more via its Twitter accounts with followers in more than 170 countries and territories worldwide.
Additionally, MTV will offer Twitter Amplify sponsorships to U.S.-based advertisers for the primetime airing of the "2013 MTV EMA" in the United States. The "2013 MTV EMA" will air on MTV in the U.S. at 6:30 p.m. ET/PT on Sunday, November 10th. The "2013 MTV Video Music Awards" in August marked a very successful first outing for Viacom and Twitter Amplify, generating high user engagement rates for the campaign.
"The '2013 MTV EMA' is a global phenomenon and one of the few live entertainment events that drives Twitter activity across entire continents," said Chris Shaw, Executive Vice President and Managing Director of BeViacom, VIMN's ad sales unit. "We're thrilled to be pioneering this initiative in Europe and across the world, creating a truly unique opportunity for marketers looking to join the global youth conversation around the '2013 MTV EMA.'"
Glenn Brown, Senior Director of Twitter Amplify, said: "We are excited to build on the success of our US Twitter Amplify partnership with Viacom by rolling it out internationally, including across the UK and Europe. The EMAs are the perfect way to start the program, allowing brands to tap into the conversations already happening on Twitter by offering people highlights and exclusive content across all devices."
VIMN's shows and events consistently drive significant activity on Twitter. Outside the U.S., MTV has 10.8 million Twitter followers, and the "2012 MTV EMA" delivered record tweets during the show (5.7 million), up +104% vs. 2011. The show also drove 32 worldwide trending topics on Twitter, at times notching eight of the top 10 trending topics during the show's premiere broadcast.
The "2012 MTV EMA" blew away the competition on Trendrr's social charts, ranking as the most social program of the night in the U.S. with more than 5.5 million mentions around the U.S. airing on MTV2 – nearly triple the most socially active audience during the 2012 U.S. election coverage.
*Please check local listings; the show will air tape delayed in some markets.
About Viacom International Media Networks
Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIAB, VIA), comprises many of the world's most popular multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel, VH1, VIVA, COLORS, Game One and Tr3s: MTV, Musica y Mas. Viacom brands are seen globally in approximately 700m households in approximately 170 territories and 37 languages via more than 200 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties.
Tweet This: BREAKING: Viacom, Twitter launch international Twitter Amplify partnership around the 2013 #MTVEMA
SOURCE Viacom Inc.
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--Ends--
Also, from Broadcast:
Viacom strikes Twitter deal
Mipcom: Viacom is to deliver highlights of the MTV EMAs to the broadcaster’s 10.8m Twitter followers as part of a wider deal with the social network.
The international partnership will launch on 10 November when MTV will feature sponsors messages around video highlights of the awards and backstage interviews posted throughout the event.
The posts will be sent to MTV’s 10.8m Twitter followers and also be flagged to other users likely to be interested in the content via its ‘promoted tweets’ service.
The deal forms part of the social media service’s Amplify programme which aims to help broadcasters extend TV sponsorship deals onto Twitter.
Twitter’s senior director of Amplify Glenn Brown said it was rare for new media providers and broadcasters to approach advertisers with a joint proposition.
“It helps broadcasters to open up a revenue stream which wasn’t previously available,” he said. “And the promoted tweets are designed to increase reach and engagement by targeting users who aren’t following a particular account but should be.”
In 2012, the MTV EMAs generated 5.7m tweets during the show, according to dats from Twitter.
Brown said that there was great opportunity for Viacom to make use of the Amplify program for pre-recorded or scripted content across its portfolio of channels including Comedy Central and Nickelodeon.
“We are just starting to see the creative opportunities,” he said. “I can imagine Amplify being used to drive tune-in ahead of a show’s broadcast or to act as a reminder about what took place in previous episodes.”
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