As usual, we ignored the MTV Europe Music Awards show - Borat's not even that famous in his proper country of origin! - to admire the build up. We do this every year for two reasons: a) it proves all European what-used-to-be-called-VJs are still obliged to speak broken English (Enrico's still there!), and b) you get an idea of the glamour gap between the proper VMAs and the European version. The first guests Trevor Nelson, 'doing' the red carpet that was actually blue, was presented with were Bloc Party, Matt seemingly in a cricket jumper. Robbie Williams, a man who can afford a stylist, complained about his scuffed shoes. As with their record, only a couple of the Pussycat Dolls piped up. The whole thing actually managed to overrun badly, Trevor and guest John Legend breaking new boundaries in desperate filling, nobody explaining why exactly we'd passed what zero would have been on the countdown clock (and we believe there were more technical holdups throughout the night). The tradition of launching the station's new trailers during the warm-up seemed to have been abandoned, though.
For us, the main point of note from the main event is that along with all the proper awards - the Chemical Brothers won Best Video for Believe, not that it's mentioned here or as spectacular as last year's Sigur Ros triumph which left the audience static - virtually every country got its own Best Act. These were pre-recorded and pasted in to each country's feed, although who says the already long enough ceremony wouldn't have been better without seeing them all. On second thoughts, despite Mew's Best Danish Act triumph, nobody needs to see triumphs of Rammstein, Turbonegro, The Rasmus and Anouk. Congratulations to MTV Adria's Siddharta, though!
* Puns about little remembered ex-Live & Kicking presenters - yeah, that'll make us the toast of the blogosphere