Watch it everywhere, Watch it Live on MTV: From Bots to Social Celebs to VR, ‘2016 MTV EMAS’ Embraces Fans-First Innovation

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SINGAPORE – Ahead of the world’s biggest night in music, MTV unveiled its digital and social 2016 MTV EMAs integrations, embracing fans-first innovation and bringing the audience at home closer to the show than ever before. From virtual reality to Messenger bots to social celebrity correspondents, MTV is using new technology and platforms to provide fans with an up-close look at the EMAs, experiencing content from the show everywhere, live.

The 2016 MTV EMAs are the first-ever awards show to launch a Facebook Messenger interactive bot to give fans an exclusive way to engage with the live show.

This year, fans can also watch show content live wherever they want. In addition to catching the EMAs on TV, the audience can follow along live across all devices via MTVEMA.com’s EMA livestream, as well as custom experiences offered from our social MTVEMA hosts, Hugo Gloss (for Instagram) and Jack & Jack (for Snapchat). Additional EMA content will also be updated live within a Snapchat Live Story. MTV VJ Becca Dudley will host the official backstage show, which will stream on MTVEMA.com and Facebook Live, and feature exclusive interviews with the night’s hottest talent.

The network is also evolving its virtual reality strategy, giving viewers around the world a true 360-degree video experience via the MTV EMA app, which puts them inside the Ahoy Rotterdam arena LIVE during the show.

“We are constantly evolving the way fans experience our brands’ big moments, giving them new ways to be part of the action no matter where they are,” said Karmelina Parouka, Vice President, International Digital Production, Viacom International Media Networks. “Last year, the MTV EMAs were the first global music award show to broadcast the full event live in VR; this year, we’re taking it a step further, as the first network to roll out a real-time Messenger bot experience as part of a live awards show. We’re giving our international fans a front row seat to the incredible music, moments and performances that make this show the world’s biggest night in music.”

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