In yet another example of digital content making its way to TV, organizers for the fifth annual Streamy Awards announced Wednesday that this year's show will be broadcast live on VH1.
This is the first time the digital awards show, organized by Dick Clark Productions and Tubefilter, will be broadcast on television. The awards, which are designed to honor excellence in online video and those who create it, will take place at the Hollywood Palladium on Sept. 17.
"Having the full support of such a major media network validates what we have believed all along—native digital creators are integral to the future of entertainment," said Drew Baldwin, the creator of the Streamy Awards. "The reason we are so excited is because of the show's ability to amplify and add fuel to this raging fire that is digital media."
Since its inception, the Streamys have been a must-watch event for younger audiences, who mostly consume content online. Last year's show, hosted by YouTube personalities Grace Helbig and Hannah Hart, racked up more than 7 million views on YouTube, 2.8 million Vine loops in 24 hours and three worldwide trending topics on Twitter.
"I don’t think of it as the Streamys are going to TV," Baldwin added. "I feel this is TV jumping into the game and expanding its reach."
VH1, which is owned by cable giant Viacom Inc., is available in 93 million households in the U.S. It has an array of digital channels and services including VH1 Classic, VH1 Soul, the VH1 App and VH1.com.
“The VH1 audience is connected on every platform," said Tom Calderone, president of VH1, in a statement. "So it’s a natural for VH1 to celebrate the innovators who, like us, entertain literally millions of viewers. We couldn’t be more excited to partner with Dick Clark Productions and Tubefilter on amplifying all of the amazing creativity of the past year by presenting the Streamy Awards for the first time ever on television.”
As online content has evolved, so has the awards show — with new categories to reflect new content platforms.
This year, the awards will introduce a social video category to include Instagram, Snapchat and Vine. There will also be categories for breakout creator and breakthrough artist, recognizing up-and-coming digital creators who haven't been nominated before, and new subject awards for lifestyle channels and documentary or investigative series.
The call for nominations begins Wednesday. Fans are responsible for picking one nominee in each category.
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