MTV goes digital with Justin Bieber

MTV has recruited social networking poster boy and music star Justin Bieber as the digital host of its EMA Awards as it ramps up the digital coverage of the event.

The 16-year-old star will be tweeting live and interacting with fans at the awards show and MTV will have interactive overlays over the live stream of the event for the first time. The show will be simulcast online across 26 territories in 16 languages.

As well as the Bieber tweets and live blog, MTV is launching an EMA iPhone/iPad app and has partnered with Habbo Hotel to create online destinations in the virtual world where fans can engage and interact with the event.

MTV says the awards show reaches 600 million TV homes. This year’s event will be held in Madrid, where MTV has just launched as a free-to-air channel, and Eva Longoria is presenting the main event.

“MTV fans across the world are simultaneously using multiple screens and devices to enhance their own media experience. Our digital strategy for MTV EMA 2010 is a reflection of that,” explained Gary Ellis, vice president, digital media, MTV Networks International. “We want to ensure that however you choose to interact with the show or the artists or the performances, you are getting the best and most customised experience possible.”