20th October - Wapple (http://wapple.net) has created and is powering the mobile internet site for the prestigious MTV Europe Music Awards 2007 (MTV EMA) that take place in Munich on the 1 November. With most of the awards voted for by MTV viewers, the mobile site has been designed to encourage more user interaction from more countries through mobile phones.

The EMA mobile site offers fans a wide selection of news and competitions plus free EMA downloads including images, videos and the specially developed EMA mobile game. Most importantly the mobile site also gives users the chance to vote for their favourite artists. Visitors to the MTV EMA mobile internet site – http://wap.mtvema.com - are able to vote in 10 different categories, instantly using their phones. And with support for 12 different languages, the easy to navigate site is designed to attract a voting audience from all over the world.

Mobile voting will be particularly important for the first New Sounds of Europe Award created in partnership with Sony Ericsson. Viewers will vote live for one of three acts in the final on the night, with the winning act performing at the event.

Now in their 14th year, the MTV EMAs are the biggest event on Europe’s music calendar. This year’s show, hosted by hip hop legend Snoop Dogg, will include performances from global stars such as The Foo Fighters, My Chemical Romance, Avril Lavigne and Mika. Justin Timberlake leads the competition with four nominations, including the Best Solo Artist, Ultimate Urban and Headliner awards.

“MTV is one of the most innovative brands on mobile and we are excited to have been selected to design and deliver the mobile site and be involved with one of the biggest mobile events to date,” said Anne Thomas, Business Development Director at Wapple. “The MTV EMA mobile internet site provides MTV with a unique opportunity to interact more closely with its viewers whenever and wherever they are.”

“Mobile internet is an increasingly important platform for MTV and its brand partners,” said Mark Bamber, Director of Digital at VBSi, MTV Networks International. “We see ourselves as true innovators on mobile and are building on our success and knowledge of the off-portal space. During the show we will publish live updates to mobile so more people than ever before will be able to enjoy and interact with the show wherever they happen to be.”

MTV has already used Wapple services and technology on projects such as, ‘Pimp My Ride’ and ‘Beavis and Butt-Head’. Wapple has also worked with MTV creating mobile internet sites for ‘Casino Royale’, ‘Korn’, ‘Shrek 3’ and co-branded sites for HP.

“More and more brands are preparing themselves to tap into this huge user-base by extending their web presence and marketing to include rich, unique and interactive, mobile-specific sites,” added Wapple’s Anne Thomas.