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MTV UGC Award

March 14, 2007

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As usual, MTV stays ahead of the curve when it comes to trendsetting and being innovative. Yahoo! and MTV have just teamed up to create a co-branded website for the 2007 MTV awards. The big news, however, is that they’re doing this to launch a Movie Awards contest for filmmakers. Essentially, MTV/Yahoo will accept user-generated parodies and show them online for viewers to vote on.

“Through the soon-to-launch Movie Awards contest, users will be encouraged to submit short clips that parody the popular movies which are to be honored during the awards presentation. The best shorts as voted by users will become nominees in the show’s new Best Movie Spoof, user generated category, with the winner to receive his or her award during the MTV broadcast.”

This is a brilliant idea and it definitely fits MTV’s brand of being young, hip, and innovative. Even if the MTV awards aren’t considered prestigious, there’s no doubt that the awards show resonates with a younger generation, which is what matters to them and their advertisers.

Not that the time has arrived yet, but I have to imagine that even traditional award shows (even the Oscars?) would eventually have to acknowledge films made or distributed through the Internet. But that’s a long ways away. For now, it’ll be fun to see how successful Yahoo! And MTV’s contest ends up. Maybe I’ll even enter….

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