Viacom taps Aframe to support 2012 MTV European Music Awards IP media distribution

Michelle Clancy | 07-12-2012

Aframe has provided Viacom with its private cloud video production platform to distribute highlights and clips of the 2012 MTV European Music Awards show via the Internet. MTV's PR teams will also leverage the platform to maximise impact of the event in broadcast reports, online and on mobile devices.

The international awards show, which featured a star-studded roster including Taylor Swift, Alicia Keys and The Killers, needed to provide widespread media access to footage to support broadcast and online coverage and security. After a successful use of Aframe at the 2011 MTV EMAs, MTV expanded its Aframe use this year to allow up to 200 journalists on Aframe's secure platform.

Aframe allows MTV's PR teams to distribute content by simply granting access as needed to media contacts, on the fly without requiring media to install special software or hardware, or enter cumbersome commands. Users simply log on to Aframe's Web-based platform and start working with video instantly.

Once in Aframe, journalists and bloggers can view and select precise clips they needed, instead of downloading an entire package, and then choose a clip afterwards. MTV can also use Aframe to add metatags to the footage, to make video searchable by comments, file names, collections and summaries.

"Killer acts deserve killer treatment, and Aframe made it fast and easy for media anywhere to access MTV EMA footage and create packages to keep the buzz going about the show for days," said David Peto, CEO of Aframe. "Aframe also saved time, hassle and bandwidth costs for MTV's PR teams and for the journalists they work with."