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MTV may change VMA broadcast after further ratings drop

Breaking, Business, Editors Choice, Videos

September 2, 2016

(Larry Busacca/Getty Images for MTV)

The MTV Video Music Awards have been around since 1984 – originally created as an alternative to The Grammy Awards, the show has for a long time now been considered one of the biggest players in the music award scene. But their audience’s habits are changing.

The latest award show, held on Sunday 28th August managed to attract 6.5 million viewers across Viacoms 11 television networks (including MTV). This compared to 2015 where the VMA’s pulled in over 10 million viewers on broadcast night – the ceremony is losing a lot of eyes on screens, and MTV knows why.

Michael Loccisano/Getty Images

Michael Loccisano/Getty Images

Traditionally, MTV broadcasts the show live at 9pm on the east coast, and then at 9pm in other time zones via tape delay. This is down to the fact that advertisers will pay more for prime time television slots.

But two days after the VMA’s, MTV have announced that they will consider airing the show live across the US in one go. This, to create a bigger buzz around the event but also because MTV is coming to understand that their audience is now online – and they need to bring the television event to them.

Theo Wargo/Getty Images for MTV

Theo Wargo/Getty Images for MTV

Sean Atkins, MTV President told Billboard: “In a world where you are multi-platforming, when I can experience it on my feed from my friends on Facebook who are in New York, are you better off just going live?” he asked. “You give everyone essentially equal access to every platform at the same time.”

Viacom announced on Monday that in total there were 149 million streams of VMA content across the Sunday event and Monday afterwards. This was a combination of live stream through the website and video marketing on social networks like Snapchat, Facebook, Twitter, Youtube.

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How Far Will Miley Cyrus Go As The Host of the MTV VMAs?


August 18, 2015

Miley Cyrus has been tapped to host the 2015 MTV Video Music Awards on August 30, but after last year’s Robin Thicke “pop culture crime” occurrence, how far will the singer-songwriter go this time around?

The executive producer of the awards, Jesse Ignajatovic, sat down with Billboard to discuss how MTV will deal with censoring or limiting her. “Miley knows how far she can push things and where it would cross the line. [Whether] it’s language or concepts for a pre-tape that go too far, she’s the first to say, “You probably won’t let me do that.” Ignajatovic continued, “To this point, there hasn’t been anything where you’d need to have a finger on a button ready to press it … She just likes to have fun, and I think it’s going to carry through the whole show. And, of course, she will throw in some surprises.”

“I don’t see this as Miley taking the stage and we’re all concerned about what she’s going to say. I think the opposite: I’m excited for what she’ll say and do as host. Miley Cyrus is the epitome of the VMAs.”

The MTV Video Music Awards will air live from Los Angeles’  Microsoft Theater at 9/8c with Cyrus and the only announced performer as of now, The Weeknd, on August 30, 2015.

Article by Joshua Morales

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