MTV Award Show Tries Adding TV to Movie Mix

Live broadcast set for May 7
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Struggling MTV is puffing up its MTV Movie Awards by adding prizes for popular TV to the program.

The new MTV Movie & TV Awards will air live on May 7 at 8 p.m. from the Shrine Auditorium in Los Angeles.

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Awards shows have been a staple of TV, particularly those that air live. But for MTV, last year’s Video Music Awards drew just 6.5 million, down 34%, despite airing on 11 networks owned by parent company Viacom. Viewership of last year's Movie Awards rose as it aired on five more networks than in 2015.

The MTV Movie & TV Awards sponsors include Always, Diamond Producers Association, Taco Bell and Toyota.

Go to broadcastingcable.com for the full story.

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