2011 EMAs

2011 MTV EMA Breaks Audience Records Across All Platforms

"Highest Rated Awards Show in MTV’s History Takes #1 STV Ratings Slot and Experiences Triple-digit Online Growth"

Sydney, 10 November 2011 -- The 2011 MTV EMA connected with Australian audiences across television and online platforms in record numbers on Monday 7 November.

The 2011 MTV EMA was the most watched show in its timeslot on Subscription Television, ranking #1 amongst total viewers and #1 amongst male and female 16-29 year olds. Online, the 2011 MTV EMA generated a 105% year-on-year increase in page views and 70% year-on-year increase in unique visits. In the lead up to Monday’s telecast, 2011 MTV EMA news stories at www.mtv.com.au  increased page views by 571% from last year.
Broadcast from Belfast, Northern Ireland, the 2011 MTV EMA was hosted by Selena Gomez and featured performances by Coldplay, Lady Gaga, Bruno Mars, Jessie J, LMFAO, Justin Beiber, Snow Patrol, Red Hot Chili Peppers, David Guetta, Queen featuring a special guest performance by Adam Lambert, and more. Lady Gaga was the big winner of the night capturing four awards – Best Female, Best Song, Best Video and Biggest Fan, a new award that celebrates artists with the most committed fan base.

Social media engagement was also at record-breaking levels, with chatter instigated by MTV Australia tipping its hat to the 2011 MTV EMA host city, Belfast, by hosting a “Blogfast” viewing party for bloggers and social media commentators. As a result, #blogfast was a trending topic in Sydney and #mtvema was a trending topic in Australia on Monday.

“From start to finish, the 2011 MTV EMA was a reflection of what MTV is capable of doing through our global scale, local relevance and creative excellence,” said Rebecca Batties, General Manager, Music Brands and Comedy. “These numbers tell us that MTV’s Australian audiences want to connect, engage and put a local voice into the global chatter around the events that attract the biggest names in music and entertainment. We are going to continue to raise the bar and develop even more ways of engaging with audiences with the MTV Movie Awards in next June and the MTV Video Music Awards next September.”

The 2011 MTV EMA was sponsored locally by Student Flights and Nestea.

About MTV:

MTV is the world’s premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. Outside of the United States, MTV is part of Viacom International Media Networks, a division of Viacom Inc. (NYSE: VIA, VIA.B), one of the world’s leading creators of programming and content across all media platforms.

In Australia, Viacom International Media Networks operates MTV, MTV Classic, MTV Hits, MTV Live HD, Nickelodeon and Nick Jr. with distribution via Foxtel, AUSTAR, Optus, Fetch TV, TransACT and Neighbourhood cable. In New Zealand, channels include MTV, MTV Classic, Nickelodeon, Nick Jr and Comedy Central, all distributed via SKY NZ.