Last month, Viacom tried to make Nickelodeon an interactive experience for viewers. The company did this by using an NDS Group product NDS Value@TV through which viewers could choose the programs they wanted to watch and the order in which they wanted to see them.

Viacom has now decided to extend the experience to another popular channel from its stable, MTVi Europe. The company hopes to add spice to the channel's program, 'MTV Europe Music Awards'. 

As with Nickelodeon, MTV addicts can make choices using their remote control. They can select the stars they want plaudits to go to, in the twelve categories before the awards ceremony, which will be held in Frankfurt, Germany, on the 8 November. Besides this, there will also be questions and a few lucky winners will get special invites to see the show. 

Also different questions will be asked every day. The winner from the daily prize draw gets a special MTV bag containing Europe Music Awards merchandise, CDs, DVDs etc. The award is being sponsored by Telecom major Sony Ericsson, Chip major Intel and Carlsberg. Some of the categories include awards for the Best Group, Song, Male, Female and Album.

There will also be news updates so that teenyboppers are in sync with the action. The viewer will also be able to vote for the group that performed the best on the night. All this is part of the music channel's attempt to make itself a viable entity on Sky's digital platform.

NDS is owned by Rupert Murdoch's News Corp. and is pushing itself to get ahead in developing interactive applications. The company also develops security solutions for broadband Internet multicasting applications.