MuchMusic.com and Amp'd Mobile will stream the MuchMusic Video Awards live on mobile for the first time this Sunday in partnership with Telus, and the platform will essentially make any fan in the crowd a contributor to the net's coverage.

Everyone who attends the MMVAs in downtown Toronto will be able to beam photos and video of the event straight to MuchMusic.com's Show Me Yours page -- which will churn out the content as a fan-generated gallery over the three days following the awards.

Major sponsors of this year's awards include Chevrolet, Herbal Essences, Molson Canadian Rocks, Nokia, Reese, and Rogers. The red-carpet arrivals on June 17 start at 7:30 p.m. ET on Much, followed by the live show at 9 p.m. ET. According to CHUM, last year's show reached 3.5 million viewers in Canada and 100 million around the globe. About 10,000 people attended the concert in person.

The net is pushing multiplatform coverage by streaming exclusives on the MuchAXS broadband network, including backstage bloggers, as well as offering content on the CHUM Radio Network.

The awards will even reach Canadian troops stationed in Afghanistan via Canadian Forces Radio and Television, and international broadcasts of the event will hit 20 channels in five continents.

From Media In Canada