MTVAs revamp and drop the glitz

By David Knox on February 19, 2008 / Filed Under News 2

The MTV Australia Awards will strip back the glitz and glam for its 2008 ceremony in April, and “leave the bling to the ARIA Awards.”

Instead it will abandon traditional auditorium seating and focus on an industrial, urban feel for its big night, to be staged at Australian Technology Park.

The music channel has also varied its 10 categories to incorporate Best Sportsperson, Best Movie Star, Best Television Moment and Good Karma Award. 5 are devoted to music.

Seven categories will be viewer-chosen with voting to commence early March. MTV will decide the Best International Act, Best Sportsperson and Best Movie Star Award.

A ‘Remake Award’ award will be given to a viewer who uploads and submits a video re-enacting some of the year’s unforgettable pop culture moments.

The revamp follows a partnership with ARIA, no doubt necessitating a point of difference from the ARIA Awards.

“With the newly formed partnership with ARIA, and our involvement with the ARIA awards, we felt we could take this opportunity to broaden the scope of our own show,” said Dave Sibley, Managing Director, MTV Australia. “The MTV Australia Awards will not simply be the Australian version of the U.S. based VMAs – it has evolved to become a totally individual & different awards show concept, tailored for our Australian audience.”

MTV Australia Awards air Saturday April 26 on MTV and repeated on FOX8.

Press Release:

MTV Networks Australia today announced plans to world-premiere a re-designed MTV Video Music Awards concept, radically changing the format and content of the fourth local version of MTV’s annual awards telecast which will broadcast live exclusively on MTV and repeated on Fox 8.

On Saturday, 26 April 2008, the first MTV AUSTRALIA AWARDS will break the VMA mould by expanding into award categories honouring music, FILM, television and sporting stars. The MTV AUSTRALIA AWARDS will also debut a viewer-winning award category, and will be staged in a revolutionary new format at the Australian Technology Park (ATP) in Sydney.

A first for Australia, MTV viewers will be eligible to win a trophy during the MTV AUSTRALIA AWARDS. The “MTV Remake Award” takes interaction to a new level by allowing viewers to upload and submit videos re-enacting some of the year’s unforgettable pop culture moments. The winner of the “MTV Remake Award” will be the first member of the viewing public to receive an MTV award in Australia.

The first-ever MTV AUSTRALIA AWARDS will set new standards for the award show concept by creating a truly unique event especially catered to the Australian MTV viewer.

With its new home within the Australian Technology Park, the MTV AUSTRALIA AWARDS’ creative design will be blended amongst the refurbished locomotive workshops, combining the industrial design with the event’s glamourous party atmosphere. Instead of resorting to traditional auditorium seating like most awards, the 5,000 guests of the 90-minute show will be treated to an innovative and fast-paced mix of performance, design and staging unlike any awards show to date.

“MTV’s audience expects us to shake things up and move away from what’s expected in award shows,” said Dave Sibley, Managing Director, MTV Networks Australia at the network’s press conference today. “The MTV AUSTRALIA AWARDS does just that with this new blend of party, performance, unprecedented viewer interaction and expanded award categories.”

The MTV AUSTRALIA AWARDS will feature eight live musical performances and ten awards presented across music, film, television, sport, viewer-generated content and topical popular culture moments. Seven categories will be viewer-chosen with voting to commence early March. The remaining three categories – favourites in sports, film/tv actor and international music act will be selected by MTV Australia as a way of acknowledging those who have had a significant influence on the Australian MTV audience.

“The interesting thing about this approach is it allows us to have a point of view,” Sibley commented.

The opportunity to create a new version of MTV’s awards show evolved through the recently announced partnership between MTV Networks Australia and the Australian Recording Industry Association (ARIA). This partnership provided MTV Networks Australia with an abundance of music related on-air and on-line content, including the annual ARIA Awards. The MTV Australia Video Music Awards (AVMAs) were launched in 2005.

“With the newly formed partnership with ARIA, and our involvement with the ARIA awards, we felt we could take this opportunity to broaden the scope of our own show,” said Dave Sibley. “The MTV AUSTRALIA AWARDS will not simply be the Australian version of the U.S. based VMAs – it has evolved to become a totally individual & different awards show concept, tailored for our Australian audience.”

The MTV AUSTRALIA AWARDS will air live and exclusively on MTV Australia on Saturday April 26 and will be repeated on Fox 8.

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2 Comments »

  1. Ross Blandon February 19, 2008 at 4:15 pm -

    @anniea Its a bit early to be writing it off as rubbish this far out. We’ll see how it goes but I’m sure you’ll still be right in the end :)

  2. anniea February 19, 2008 at 2:59 pm -

    Horrible idea. Even more proof that MTV is not what it used to be.

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