C4 and Vodafone link for live event; media partners gear up for summer of outdoor shows on TV, mobile, radio and the internet.(Digital)

The UK's first televised awards ceremony for live music is being launched by Channel 4 in the autumn, preceded by a summer of specially organised outdoor live events.

Delivered as a project by Vodafone and Channel 4, and with the backing of the BPI and the Live Music Forum, the initiative will act as a platform for live music not just on television, but also via mobile, the internet and radio.

The tie-up will comprise two elements: the awards ceremony itself in October and a series of semi-secret outdoor gigs called TBA, which will take place in the six city centres. These will start in London in April, feature established acts, mostly alternative guitar-based bands, and will be broadcast on Channel 4 the following day. They will also be instantly available for streaming to mobile.

The awards ceremony in October--titled the Vodafone Live Music Awards--will feature up to a dozen categories, ranging from best festival to best tour to best live acts, and be determined by public voting. A lifetime achievement award will honour an artist for their contribution to live music.

The awards initiative was conceived by Vodafone, with live music seen as a particularly effective way of reaching customers.

"There's no better way of tapping into customers' musical sensibilities than live music," says Vodafone senior marketing manager for UK sponsorship Daragh Persse. "People's favourite musical memories are always from live events."

The idea is to turn the outdoor shows into events that can be streamed to all networks, rather than just Vodafone customers, although some exclusive content will be available through the entertainment portal Vodafone Live!. ...