The 2007 MTV Video Music Awards, held on September 9 in Las Vegas, involved a series of promotional activities and specific production choices that shaped its unique presentation. From the announcement of nominees to the final broadcast, the event showcased a distinct approach to its annual celebration of music videos, differing in several key ways from its predecessors.
Announcing Nominees and VMA Week
The excitement for the 2007 VMAs began well before the main event. On August 7,
2007, the nominees were officially announced live on TRL, a popular MTV program. This announcement was accompanied by a special performance from Kanye West, generating early buzz for the awards. This live reveal on TRL served as a significant kick-off to the promotional period.
In the week leading up to the ceremony, MTV dedicated a special "VMA Week" on TRL. This programming block featured various VMA-related content, including performances from top artists. This concentrated promotional effort aimed to build anticipation and engage viewers, ensuring a strong lead-in to the live broadcast of the awards show itself. These pre-show activities were crucial in setting the stage for the main event.
Production Company and Budget Constraints
The 2007 VMAs marked a new chapter in terms of production, as it was the first time the awards were produced by Den of Thieves. This new company, co-founded by former MTV producer Jesse Ignjatovic, took the reins with a notably smaller budget compared to previous years. This financial constraint influenced many aspects of the show, from the choice of venue to the overall scale of the event.
The decision to operate with a reduced budget led to a more intimate setting. The ceremony was held in front of a smaller crowd, and the venue at The Palms in Las Vegas featured a compact stage design. This smaller scale was a defining characteristic of the 2007 VMAs, distinguishing it from the typically lavish and expansive productions associated with the awards.
Broadcast Format and Post-Show Availability
The live broadcast of the 2007 VMAs took place on September 9, 2007, at 9:00 p.m. ET on MTV. A notable technical detail was the broadcast format: unlike previous years, where the show was presented in a 16:9 HDTV letterboxed format, the 2007 ceremony aired in standard definition. However, the production itself was still carried out in high definition.
Initially, there were plans for the full high-definition version of the show to air on MHD (now known as MTV Live), Viacom's high-definition channel, on September 22. However, these plans changed at the last moment. A "best of" 90-minute clip show was substituted instead, and MTV subsequently announced that the complete 2007 VMA ceremony would not be re-aired in any format. This decision meant that the full high-definition experience of the show was not made available to viewers after its initial live broadcast.
