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MTV Technology

MTV works to engage fans through technology at the 2016 EMAs

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By Haley Velasco, Freelance journalist

October 28, 2016 | 3 min read

In anticipation of its 2016 Europe Music Awards, MTV has amped up the experience for the live show’s audience. From virtual reality to Messenger bots to social celebrity correspondents, fans will get more access to the show than ever before.

MTV works to engage fans through technology at the 2016 EMAs

MTV works to engage fans through technology at the 2016 EMAs

By creating a Facebook Messenger companion bot, MTV will be the first ever awards show to use said interactive experience.

“At first we started thinking about simplifying fan interactions with us on Facebook. Being able to answer instantly when the show airs is a no-brainer and the brand has to offer that type of utility to fans within platforms they are on,” said Karmelina Parouka, Vice President, International Digital Production at Viacom International Media Networks. “It makes sense for our fans to talk to us in real-time on Messenger when they are watching a Facebook Live from backstage and being able to interact with the hosts. And bots are cool.”

In addition, viewers can follow along via social media thanks to MTVEMA.com’s EMA livestream, as well as from social MTVEMA hosts, Hugo Gloss (for Instagram) and Jack & Jack (for Snapchat). To give viewers that much more access, MTV is creating a 360-degree video experience via the MTV EMA app, which puts users inside the Ahoy Rotterdam arena during the live show.

“Last year, we were the first global award show to give fans a live VR experience for the entire show, beginning on the red carpet, heading backstage to artist dressing rooms, and capturing all of the performances from beginning to end," Parouka said. “We were so energized by the results and response from the fans that it was natural to continue to build upon that experience as VR becomes more accessible. We want fans to be center-stage with the artists as they perform live at the EMAs.”

In addition to the social content that MTV is creating, fans can have their video posts on-air with #MTVBump. Posts that are tagged with #MTVBump and #MTVEMA have the chance to be on the linear broadcast of the event.

“We have iconic events every month and EMAs is MTV International's biggest of the year,” Parouka said. “We are always committed to being ahead of the curve and introducing new ways our fans can experience our content and events.”

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