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MTV adds new category to EMAs

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MTV Networks International has added a ‘New Sounds of Europe’ award to its annual prize-giving, the MTV Europe Music Awards.

The new award is a search for new and up-and-coming music talent Europe wide, with viewers involved in the voting process, which begins in August. Each MTV channel will select the top breakthrough local acts from their market to be part of a shortlist of 18 bands.

Richard Godfrey, senior vice president for content and music at MTV Networks International and executive producer of the show on November 1, said: "We are always looking at ways to innovate the Award show format and find ways to surprise and challenge our audiences. For this year’s MTV Europe Music Awards, we want to give our audiences more of a voice than ever before, enabling them more control over the show, across platforms. This is Europe’s largest music Awards show and this new category, ‘New Sounds of Europe’, adds a unique element to the event, not to mention the broadcast on TV, PC and mobile."

The 18 regional winners will then go head to head in a pan-European 'battle of the bands' competition. The top three bands with the highest number of online and mobile votes will be flown to the awards in Munich, with online and SMS voting on the day of the event whittling it down to one winner, who will then perform on stage at the EMAs.

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