Optus today announced an innovative digital partnership with the Australian Recording Industry Association (ARIA) to give Australians unrestricted backstage access to the ARIA Awards through their mobile devices.
For the first time ever, fans of the ARIAs will be able to watch the drama unfolding backstage with Optus providing a dedicated mobile video stream direct from the awards night ceremony. As well as exclusive interviews and footage, the Optus mobile video stream will complement the free-to-air GO! broadcast of the event which will also be available to watch on any 3G mobile.
Austin R. Bryan, Director, Optus Digital Media said, “The ARIA Awards recognise the best in local music and talent. With “Access All ARIAs” Optus is ensuring Australians can be part of the celebration by streaming both the onstage and offstage action direct to your 3Gcompatible mobile.”
As mobile devices, such as smartphones and tablets, continue to grow in popularity, the way content is consumed is shifting dramatically. Families with mobile lives are no longer fixated on the TV set; they’re browsing the internet with a mobile device at the same time as watching the TV. The ARIA Awards represent a unique opportunity to combine both a broadcast with behind the scenes footage, into one great music and video experience. “Optus is excited to provide a ‘two-screen’ experience where music-lovers can view the ARIA Awards on TV and also experience the behind the scenes drama that they’ve previously missed out on through their mobile,” Mr Bryan said.
The ARIA Awards mobile site will be available on handheld devices in Australia connected to the internet through 3G or WiFi. There is no fee to access the live streaming and it will be free to browse for Optus mobile customers. 3G mobile customers of other mobile providers may be required to pay data charges when viewing the Optus ‘Access all ARIA’s’ mobile video stream, in accordance with the terms of their contract with their provider.
Dan Rosen, ARIA CEO said, “ARIA is excited to partner with Optus to offer Australian music fans a truly unique and innovative multi-screen experience of our 25th Anniversary celebrations. ‘Access All ARIAs’ will give all Australians a backstage pass to the biggest night on the music calendar, a view that up until now has been only available to artists and music industry insiders.”
The 25th Anniversary ARIA Awards is set be a massive celebration of excellence and innovation in Australian music with performances by some of Australia’s best and brightest stars as well as Kylie Minogue and The Wiggles being inducted into the ARIA Hall of Fame.
The Awards will be held on Sunday 27 November at Allphones Arena in Sydney and the behind-the-scenes stream will commence simultaneously with the GO! broadcast at 7.30pm (ESDT).