MUMBAI: Viacom has announced a partnership which will see it deliver social video advertisements for its channels via Twitter Amplify.

The collaboration will start at the 2013 MTV EMA on Sunday 10 November, and will provide followers of Viacom's channels - including MTV, Nickelodeon and Comedy Central - with video extras of major shows and live events, including instant highlight replays, exclusive backstage interviews and extra content.

The partnership was trialled successfully at the MTV Music Awards in August, and both partner companies see the experiment as an exciting opportunity.

BeViacom MD ad sales unit Chris Shaw said: “We’re thrilled to be pioneering this initiative in Europe and across the world, creating a truly unique opportunity for marketers looking to join the global youth conversation around the ‘2013 MTV EMA’.”

Twitter Amplify senior director Glenn Brown added: “We are excited to build on the success of our US Twitter Amplify partnership with Viacom by rolling it out internationally, including across the UK and Europe. The EMAs are the perfect way to start the program, allowing brands to tap into the conversations already happening on Twitter by offering people highlights and exclusive content across all devices.”

Viacom's programmes are already an influential Twitter presence, with the 2012 MTV EMA inspiring 5.7 million tweets, spawning 32 worldwide trending topics and at times notching eight of the top 10 trends during the show’s broadcast.