2007 MTV Video Music Awards Achieves Multiplatform Success

NEW YORK, September 12:
The broadcast of the 2007 MTV Video Music Awards drew an average of more than
seven million viewers aged 2 and over, ranking as the highest-rated telecast on
ad-supported cable for the year to-date among viewers aged 12 to 34, and also
broke records in website traffic, online video streaming, and mobile.

The premiere of the awards
show averaged a 6.4 rating among 12- to-34-year-olds, representing a 23-percent
increase over last year's VMAs. All VMA programming, including pre-show,
premiere, post-show and repeat, reached more than 23.6 million viewers aged 2
and older. The VMA Pre-Show averaged a 3.13 rating among 12- to 34-year olds, a
72-percent increase versus last year's pre-VMA show, while the post-show earned
a 4.66 rating among the same demo, up 86 percent from last year.

MTV.com also shattered
records for unique visitors on the day prior, the day of and the day after the
VMAs. On Saturday September 8, MTV.com logged 1.4 million unique visitors, a
40-percent increase over last year's day prior to the show. On Sunday,
September 9, the site attracted 2.6 million unique visitors, a 40-percent
increase over last year's day-of-show numbers. MTV.com attracted 4.7 million
unique visitors by just 1 p.m. on September 10, making it the
highest-trafficked day on the site ever and a 140-percent increase from the day
after last year's VMAs.

The site also set new
benchmarks for streams. Viewers generated more than 17.4 million streams on Monday,
September 10, a one-day record and 160-percent increase over the day after last
year's show. The embeddable player, which allowed bloggers and fans to paste
video from MTV.com onto their own sites and homepages, generated nearly another
4 million streams, bringing the total number of streams to 21 million.

In addition to streaming
video, viewers also cast nearly 100,000 votes for their favorite performances,
moments and awards. Viewers' votes will inspire the three re-mix editions of
the VMAs—"The Celebrity Commentary Edition," which aired on
Tuesday, September 11 at 10 p.m; "The Viewer's Choice" remix, which
airs on Thursday, September 13 at 6 p.m.; and the celebrity performances and
un-aired Fantasy Suite performances, which airs Saturday, September 15 at 11
p.m.

On Monday, MTV Mobile also
generated the most video streams ever in a single day—more than double
what the service delivers on an average Monday. In fact, the VMAs proved to be
so popular on the mobile platform that VMA clips accounted for all of the top
20 videos viewed on MTV Mobile. MTV Mobile published more than 200 VMA-related
clips during the days leading up to and following the live show—an
unprecedented number of clips for a single event on the mobile channel.