Coldplay and US band Green Day have won two prizes each at the MTV Europe awards, in a good evening for UK acts.
Madonna emerged from a giant disco ball to sing Hung Up
Robbie Williams, Gorillaz, and James Blunt also won prizes at the ceremony in Lisbon.
Madonna, in her first live TV performance since a riding accident, launched the show by emerging from a giant disco ball.
"It was amazing to be able to get up and dance," she said afterwards. "You don't beat singing live."
Accepting his best male award after performing, Robbie Williams said: "This one's for my mum."
Accepting their best group prize, Gorillaz co-founder and cartoonist Jamie Hewlett said: "We are the best group and we don't even exist."
The cartoon band, co-created by Blur's Damon Albarn, used hologram-style technology to beam three-dimensional performing cartoon characters on stage.
Blunt took the best new act prize.
The ceremony was hosted by Ali G creator Sacha Baron Cohen, playing his Kazakhstani alter ego Borat Sagdiyev.
Madonna cavorted with dancers onstage before removing a leather jacket to reveal a purple leotard.
"Being in front of all the people, waiting for it to come up and waiting to see the audience, my heart was just pumping out of my chest," she said.
Afterwards Borat greeted the audience by saying: "Welcome to the 2005 Eurovision Song Contest."
Referring to Madonna, he said: "It was very courageous of MTV to start the show with a genuine transvestite."
Green Day were named best rock act and took the best album prize while Coldplay took best UK and Ireland act and best song award for Speed of Sound.
Presenters at the awards - voted for by international MTV viewers - included pop stars Sugababes, Tatu and actress Brittany Murphy.
US band Green Day beat U2 and others
Alicia Keys was named best R&B act, beating stars including Mariah Carey and John Legend, while rapper Snoop Dogg took the best hip-hop award.
Rock band System of a Down were named best alternative act, beating acts such as the White Stripes and Beck.
'Means much more'
The Black Eyed Peas won the best pop award and Shakira was named best female.
Madonna returned to the stage to present MTV's Free Your Mind humanitarian award to Live 8 organiser Bob Geldof.
Robbie Williams performed Tripping before accepting his award
"You drive me crazy, but tonight you are everyone's hero," she said.
He replied: "This means much more to me than many of the other things that are given to me."
Before the event Coldplay and Gorillaz led the nominations, with each shortlisted for five awards.
Coldplay went on to beat Gorillaz, Kaiser Chiefs, James Blunt and Stereophonics to the best UK and Ireland act prize.
For the first time, the awards included a category for best African act, won by 2 Face.