MTV and Yahoo have announced a partnership to launch a co-branded website featuring user-generated media tied to this summer's 2007 MTV Movie Awards, according to MediaWeek.
Through the soon-to-launch Movie Awards contest, users will be encouraged to submit short clips parodying the popular movies that are to be honored during the awards presentation. The best shorts, selected by users, will also become nominees in the show's new Best Movie Spoof user-generated category, with the winner to receive his or her award during the MTV broadcast.
The contest and event are being produced by reality-show producer Mark Burnett, responsible for the likes of The Apprentice.
Given MTV's young demographic, it was essential that the show incorporate user-generated web content in some fashion, Burnett said.