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MTV launches video awards

Gold, platinum prizes for top players

MTV Intl. has launched an awards system to recognize the success of musicvideos on its network of music channels outside the U.S.

Similar to the structure of the recording industry’s platinum and gold awards for single and album sales, MTV Intl.’s talent and music division will bestow a gold award on any musicvideo that receives 3,000 plays across the MTV network, while 6,000 plays will achieve platinum status.

The first kudos have been collated using data from Feb. 1 to June 30 from 39 MTV channels around the world, including MTV Italy, Africa, Australia, Brazil, Japan, the U.K., Russia, Holland and Sweden.

Gwen Stefani’s “Sweet Escape” topped the list with more than 11,000 plays, followed by Nelly Furtado’s “All Good Things Come to an End,” which achieved more than 9,000 plays.

“The awards reflect which videos had the most impact both with our channels and with the viewers. American acts didn’t seem to appreciate how big their videos are around the world, so we’ve had some great positive reaction from artists,” said Jamie Caring, senior VP, talent and music international, adding that MTV had already handed out some awards.

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