MTV to broadcast online-only show around 2009 Europe Music Awards

The move to exclusively broadcast online what were once de rigueur terrestrial television and then satellite TV shows, is being tested by the news that MTV are looking to to accompany the 2009 Europe Music Awards with an exclusive online show.

Though this is an accompaniment to the actual awards, MTW will no doubt watch with interest the uptake the internet medium will have for their brand and advertising partners. Called 2009 EMA: All Access, the show will be broadcast from the MTV EMA site.
On top of this MTV is also producing 2009 EMA: Red Carpet Show for its online audience.

Hot on the heels of the next England World Cup qualifier being exclusively online, it seems the maturity of the internet as a standalone broadcast medium, is beginning to develop.

The most interesting aspect of these last two announcements is how they will be perceived and interacted with the public. Will we see new social groupings hugging round laptop screens or parties where the event is secondary and in the background to a broader social gathering?

What is true, is that streaming on wireless and mobile devices will empower users to view when and where they want as opposed to being dictated to by where the box is – I think that’s called choice.

Either way, the proverbial line in the sand has been drawn and it seems that should the take up and feedback be positive enough, exclusive online broadcast could become a thing of the future – hope the people at the next Eurovision Song Contest are listening…