MTV optimises 2011 EMA website for mobile devices

Plans to target social media hungry second-screen users.

Viacom International Media Networks has developed a series of 'digital firsts' to make MTV's 2011 European Music Awards an interactive experience for viewers at home.

iOS users have access to an MTV app but  Viacom claims it has made content easier to view by optimising the EMA website for all mobile devices including smartphones and tablets, which will allow tweeting direct from the site.

This will be prompted as MTV EMA host Selena Gomez will be integrated into the show across multiple screens. In addition to hosting the main awards, Gomez will also share backstage gossip and connect with viewers via Twitter.

The goal is to take advantage of second-screen users, which use their smartphones and tablets to access social media and post updates and comments whilst watching the show.

Gary Ellis, VP, international digital media at VIMN, said: "Fans are using internet-connected devices, such as smartphones, tablets and PCs, to not only text, but also to access online and social networking sites, in order to find information, communicate and share links, and also to interact with the show and the artists.