Understanding the perfect fit between mobile voting and trivia game schemes and TV programming, MTV Europe has launched a mobile quiz in the run up to its Europe Music Awards (taking place November 2 in Copenhagen). Users in 12 European countries can now download the mobile quiz game on their mobile phones, which MTV is providing via operator’s mobile portals and D2C via a platform provided by Sharewire. Users text the keyword MTVDEMO for the demo and MTVEMA for the full version, that costs €3, and pay via Premium SMS. MTV will promote the quiz using TV commercials and also run a tickertape during the Music Awards television show.