The 2009 MMVAs Delivers Multi-Platform Fan Experience Like Never Before

       - Live broadcast of the 2009 MMVAs grows nearly 50% with teens -
    - sets record with 143,000 unique visitors on June 21 -
           - CTV airs HD encore presentation of the 2009 MMVAs this
                             Saturday, June 27 -
         - MMVAs performances from Universal Music artists available
                           exclusively on iTunes -
     - A record 10,000 fans envelop MuchMusic HQ to experience the MMVAs
                                 in person -

    TORONTO, June 23 /CNW/ - In record numbers, MMVAs fans took control of
Sunday's 2009 MUCHMUSIC VIDEO AWARDS and MuchMusic was right there with them,
delivering more content in more places than ever before. In person, in front
of the TV, online, and all over social media forums, fans actively engaged
with the show and with one another.
    The three-hour TV broadcast of the international headline-making 2009
MMVAs and the MMVAs 09 RED CARPET SPECIAL was the No. 1 destination for both
the target T12-17 and P12-34 demos across all of Canadian television from 8-11
p.m. ET on Sunday, including both conventional and English-language specialty
channels. Up 49% with teens over last year, it was the most-watched MMVAs for
teens in six years and the largest teen audience (99,000 T12-17) generated on
MuchMusic this broadcast year-to-date. Overall, a total audience of 515,000
total viewers watched the back-to-back awards broadcast at 9 p.m. and 11 p.m.
on MuchMusic, up 14% compared to 2008 and up 38% compared to 2007.(*)
    "This year's MMVAs was the biggest and best ever, giving our fans more
A-list stars, more performances and more content," said Brad Schwartz, Senior
Vice-President and General Manager, The Much MTV Group, CTV Inc. "The huge and
record-setting results we have seen across every platform, prove that the fans
were completely immersed in the entire MMVAs experience and loved every moment
of it."

    (xx) Media Note (xx) - Download photography from the 2009 MUCHMUSIC VIDEO
    AWARDS at

    While a staggering - and record-breaking - 10,000 fans swarmed MuchMusic
HQ to get within arm's length of Lady Gaga, the Jonas Brothers, Black Eyed
Peas and many others, fans also came out in droves online on Sunday night.
Fans made history, creating the biggest single day audience ever on with 143,000 unique visitors(xx). Within the first 24 hours
after the show, 128,000 visitors to viewed more than 300,000 on
demand videos including the full 2009 MMVAs and the MMVAs 09 RED CARPET
    During the broadcast, more than 19,000 fans connected online for a live,
six-screen high definition streaming experience on, a North
American first featuring HD Smooth Streaming Microsoft Silverlight
technology.(xxx) Meanwhile, more than 100,000 online video streams of the
Awards and auxiliary activities were viewed live, including access to
backstage, the press room, and the VIP Room, all streamed simultaneously with
the live TV broadcast(xx). Completely connected and suffering from sensory
overload, 55% of fans who watched the show online also took in all the action
live on TV as well(xxx).
    But it was the way fans connected with one another via social media
forums during the show that really made the 2009 MMVAs unique. Conversations
surrounding the MMVAs ranked No. 4 on both Google Trends and
Trending Topics, worldwide real-time ranking systems of the most buzz-worthy
topics discussed on the networks. Fans used Twitter, Facebook and MySpace to
engage directly with not only celebrities in attendance, but with MuchMusic
and with one another as well, sharing their thoughts and providing
instantaneous feedback. More than 21,000 comments were shared through an
online chat that appeared on which spread virally through social
networking sites.
    For the first time ever, MuchMusic has partnered with Universal Music
Canada to bring fans the exciting raw energy of live performances from the
awards, making them available to the masses exclusively on iTunes. Fans can
visit iTunes and be the first to get their hands on these collector edition
performances that include Lady Gaga's "Medley: LoveGame/Poker Face", The Black
Eyed Peas' "Boom Boom Pow", Alexisonfire's "Young Cardinals", Rise Against's
"Audience of One", and Shiloh's "Operator" (A Girl Like Me).
    The highly buzzed-about awards show has left the masses wanting more and
CTV is set to meet the overwhelming demand with the first HD broadcast of the
2009 MMVAs this Saturday, June 27 at 9 p.m. ET on CTV.
    Fans can catch the 2009 MMVAs online right now at and
on MuchMusic mobile where viewers can pick their favourite performances or see
the whole broadcast in its entirety. MuchMusic is set to rebroadcast the show
throughout the week with airings on today at 4 p.m. and 9 p.m.; Thursday at 11
p.m.; Friday at 7 a.m., 11 a.m., and 7 p.m.; and on Saturday at 12 a.m. and 5
    International broadcasts can be seen on TV Guide Network in the U.S. on
Saturday, June 27 at 8 p.m. ET, and in 20 countries around the world on MTVNHD
and on XYZnetworks in Australia. Broadcast dates for MTVNHD and XYZnetworks
will be announced later.
    Official sponsors for the 2009 MMVAs include Pepsi, Nokia, Molson, Subway
and Virgin Mobile.

    (*)    Source: BBM-NMR research, total Canada, total Homes, preliminary
           overnight reports(xx)
    (xx)   Source: Omniture internal reporting.
    (xxx)  Source: Akamai internal reporting and viewer survey

    About MMVAs

    MuchMusic gives fans the experience of a lifetime by putting them as
close as humanly possible to their favourite artists and celebrities at the
2009 MUCHMUSIC VIDEO AWARDS. The show airs live on Sunday, June 21 at 9 p.m.
ET with a star-packed Red Carpet special beforehand at 8 p.m. ET. The 2009
MMVAs featured performances by Lady Gaga, the Jonas Brothers, Kelly Clarkson,
Nickelback, Black Eyed Peas, Alexisonfire, Rise Against, Billy Talent, Shiloh,
and Classified. At the MMVAs, the audience is the priority; Much gives them
the best seats in the house, whether a foot from the stage or a foot from a
television, computer, or mobile phone. Fans should hit up Much regularly at or Twitter@MuchMusic for the most up-to-date info about the
event of the year.

For further information:

For further information: Rom Halverson, Much MTV Group, (416) 384-2794,; Amy Doary, Much MTV Group, (416) 384-2593,; Ashley Applebaum, Much MTV Group, (416) 384-4228,

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