MTV is taking another step into virtual reality programming with this year's edition of its Europe Music Awards. The network is going to live stream the ceremony's red carpet pre-show and main show in 360-degree VR upon its airing this Sunday night. Fans who download the show's associated app (available on iOS and Android devices) and have a cardboard headset lying around will have access to the show's full VR experience, and headset-free viewers can still play around with the 360-degree cameras capturing the event.
MTV has streamed pieces of its biggest events in virtual reality before. The network live streamed the red carpet portion of the VMAs using the same 360-degree VR technology when that show aired in August, and it was enough of a success to make expanding the technology to a full event viable. Using the EMAs as a sort of laboratory for new technology makes sense, too: it's less high-profile than the VMAs, and it'll give MTV a chance to test the technology and make a few mistakes before bringing it to more widely viewed domestic events.
"We are always looking at new ways to engage our audience and push boundaries," said Viacom International president and CEO Bob Bakish in a statement. "The MTV EMAs are one of the biggest nights of the year for us globally, so it makes sense to immerse viewers in this event live via virtual reality."