MTV UK is reasserting its commitment to music in the run-up to the EMAs in London later this year.
The 2017 EMAs will take place at The SSE Arena, Wembley on Sunday, November 12 – the first time the ceremony has been held in London since 1996. In recognition, MTV is planning what it is billing as its biggest ever year of music programming across its music channels, including live events and festival coverage.
“Music is very much part of our DNA,” MTV UK’s VP, programming, Kelly Bradshaw, told Music Week. “We’ve got a huge boost of programming to the schedules in the run-up to the EMAs and we’re using it as an opportunity to celebrate our commitment to music.”
MTV’s portfolio includes 10 music channels: MTV Music, MTV Music +1, MTV Base, MTV Hits, MTV Dance, MTV Rocks, VH1, MTV Classic, Viva and MTV Live HD.
The brand is the UK's No.1 music television network for 16-34-year-olds, a position it has maintained for nine consecutive years.
“[MTV] is a critical brand,” said Bradshaw. “We're young, we're fun, we're irreverent, we're totally connected to our audience and we continue to innovate. Music is very much a part of that and it's right at the heart of everything we do. We provide vast and varied music content, whether it's on our music channels, music discovery from things like Brand New and Push or Cover Of The Month or our events.
“We are everywhere that our audience is. It is about our linear TV experience, but it is also about our digital and social platforms, and also the experience that we can offer at our live events MTV.”
Read Music Week’s full Big Interview with MTV UK in the May 8 issue of Music Week.