Singapore – Ahead of the world’s biggest night in music, MTV unveiled its digital and social 2016 MTV EMAs integrations, embracing fans-first innovation and bringing the audience at home closer to the show than ever before. From virtual reality to Messenger bots to social celebrity correspondents, MTV is using new technology and platforms to provide fans with an up-close look at the EMAs, experiencing content from the show everywhere, live. The 2016 MTV EMAs are the first-ever awards show to launch a Facebook Messenger interactive Bot to give fans an exclusive way to engage with the live show.

This year, fans can also watch show content live wherever they want. In addition to catching the EMAs on TV, the audience can follow along live across all devices for custom experiences. MTV VJ Becca Dudley will host the official backstage show, which will stream on MTVEMA.com and Facebook Live, and feature exclusive interviews with the night’s hottest talent.  The network is also evolving its virtual reality strategy, giving viewers around the world a true 360-degree video experience via the MTV EMA app, which puts them in the Ahoy Rotterdam Arena LIVE during the show.

Digital activation includes EMA Facebook Messenger Bot, Social Correspondents, Custom Content and Additional Digital Integrations, Virtual Reality, MTV Bump, Best Southeast Asia Act x musical.ly, Watch It Anyway You Want! x live.ly, MTV x foodpanda and Live Twitter Chat. Viewers at home have more ways than ever before to show off their EMA fandom while joining the social conversation online, with special MTV EMA geofilters on Snapchat; custom Twitter emojis, triggered by EMA-related hashtags; and live updated GIFs powered by GIPHY. Fans will also get the opportunity to have their social video posts featured on air via MTV’s social-to-linear initiative, #MTVBump.

MTV has partnered with musical.ly for #MTVEMA challenge in Southeast Asia giving musers the opportunity to tell MTV whom they think should be the Best Southeast Asia Act winner. MTV also teamed up with live.ly where musers get to show MTV how they watch the MTV EMA in their creative way during the prime-time telecast. From 7 to 13 November, fans in Singapore, Malaysia and Philippines are invited to catch the show while enjoying discounts on their foodpanda orders using the promo code MTVEMAPANDA. Fans in Indonesia, Malaysia, Philippines and Singapore can live tweet during the MTV EMA evening repeat telecast.