The 2009 MuchMusic Video Awards Multi-Platform Fan Experience

In record numbers, MMVAs fans took control of Sunday’s 2009 MUCHMUSIC VIDEO AWARDS and MuchMusic was right there with them, delivering more content in more places than ever before. In person, in front of the TV, online, and all over social media forums, fans actively engaged with the show and with one another.

The three-hour TV broadcast of the international headline-making 2009 MMVAs and the MMVAs 09 RED CARPET SPECIAL was the #1 destination for both the target T12-17 and P12-34 demos across all of Canadian television from 8-11 p.m. ET on Sunday, including both conventional and English-language specialty channels. Up 49% with teens over last year, it was the most-watched MMVAs for teens in six years and the largest teen audience (99,000 T12-17) generated on MuchMusic this broadcast year-to-date. Overall, a total audience of 515,000 total viewers watched the back-to-back awards broadcast at 9 p.m. and 11 p.m. on MuchMusic, up 14% compared to 2008 and up 38% compared to 2007.*

“This year’s MMVAs was the biggest and best ever, giving our fans more A-list stars, more performances and more content than ever before,” said Brad Schwartz, Senior Vice-President and General Manager, The Much MTV Group, CTV Inc. “The huge and record-setting results we have seen across every platform, prove that the fans were completely immersed in the entire MMVAs experience and loved every moment of it.”

While a staggering – and record-breaking – 10,000 fans swarmed MuchMusic HQ to get within arm’s length of Lady Gaga, the Jonas Brothers, Black Eyed Peas and many others, fans also came out in droves online on Sunday night. Fans made history, creating the biggest single day audience ever on with 143,000 unique visitors**. Within the first 24 hours after the show, 128,000 visitors to viewed more than 300,000 on demand videos including the full 2009 MMVAs and the MMVAs 09 RED CARPET SPECIAL**.

During the broadcast, more than 19,000 fans connected online for a live, six-screen high definition streaming experience on, a North American first featuring HD Smooth Streaming Microsoft Silverlight technology.*** Meanwhile, more than 100,000 online video streams of the Awards and auxiliary activities were viewed live, including access to backstage, the press room, and the VIP Room, all streamed simultaneously with the live TV broadcast **. Completely connected and suffering from sensory overload, 55% of fans who watched the show online also took in all the action live on TV as well***.

But it was the way fans connected with one another via social media forums during the show that really made the 2009 MMVAs unique. Conversations surrounding the MMVAs ranked #4 on both Google Trends and Trending Topics, worldwide real-time ranking systems of the most buzz-worthy topics discussed on the networks. Fans used Twitter, Facebook and MySpace to engage directly with not only celebrities in attendance, but with MuchMusic and with one another as well, sharing their thoughts and providing instantaneous feedback. More than 21,000 comments were shared through an online chat that appeared on which spread virally through social networking sites.

For the first time ever, MuchMusic has partnered with Universal Music Canada to bring fans the exciting raw energy of live performances from the awards, making them available to the masses exclusively on iTunes. Fans can visit iTunes and be the first to get their hands on these collector edition performances that include Lady Gaga’s “Medley: LoveGame/Poker Face”, The Black Eyed Peas’ “Boom Boom Pow”, Alexisonfire’s “Young Cardinals”, Rise Against’s “Audience of One”, and Shiloh’s “Operator” (A Girl Like Me).

The highly buzzed-about awards show has left the masses wanting more and CTV is set to meet the overwhelming demand with the first HD broadcast of the 2009 MMVAs this Saturday, June 27 at 9 p.m. ET on CTV.

Fans can catch the 2009 MMVAs online right now at and on MuchMusic mobile where viewers can pick their favourite performances or see the whole broadcast in its entirety. MuchMusic is set to rebroadcast the show throughout the week with airings on today at 4 p.m. and 9 p.m.; Thursday at 11 p.m.; Friday at 7 a.m., 11 a.m., and 7 p.m.; and on Saturday at 12 a.m. and 5 p.m.

International broadcasts can be seen on TV Guide Network in the U.S. on Saturday, June 27 at 8 p.m. ET, and in 20 countries around the world on MTVNHD and on XYZnetworks in Australia. Broadcast dates for MTVNHD and XYZnetworks will be announced later.

Official sponsors for the 2009 MMVAs include Pepsi, Nokia, Molson, Subway and Virgin Mobile.

* Source: BBM-NMR research, total Canada, total Homes, preliminary overnight reports
** Source: Omniture internal reporting.
*** Source: Akamai internal reporting and viewer survey panel.

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