MTV has launched an online music platform for fans to vote for the MTV EMA award winners. The award features a Biggest Fan category that will be decided by a public vote.

Photo: a snapshot from uk.mtvema.com

The initiative involves visitors to the MTV EMA site into the interaction with content to earn points that can be used to vote for their favorite artists. The activities include watching videos and reading articles, or signing in via social networks Facebook and Twitter, says NMA. The award partners with such companies as Dell, Swatch, Hyuindai and Replay.

The artists include such pop-stars as Justin Bieber, Beyonce, Lady Gaga and Arctic Monkeys. According to Gary Ellis, VP of content & operations, International Digital Media at Viacom International Media Networks, the new category is designed to reward the online communities of artists.

“It’s aimed at rewarding the social media armies that gather around the different artists,” he said. “The more they do on the site, the more points they can earn and the more votes they can put towards these artists.”

A contest with such prizes as free tickets to the EMA awards is also provided. The ceremony will take place in Belfast, Ireland on November 5 and to attend it without paying anything, users will have to accumulate the most points.

Other MTV’s voting platforms for this year’s awards include Facebook and an expanded range of mobile voting apps. The music video broadcaster has also developed its first mobile and tablet-optimized websites. The increased number of digital voting platforms has boosted voting.

“The idea is to make it a 360-degree multimedia experience across TV, PCs, social networks, mobiles and tablets,” said Ellis.

MTV EMA awards ceremony will be aired online and on Facebook. There will also be exclusive, web-only content, including backstage interviews with artists and extra performances, to keep viewers engaged online during TV ad breaks.

Another MTV award, O Music Awards will return by the end of the year presenting nominees that are also will be crowd-sourced via online voting.