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Last Updated: Monday, 15 March, 2004, 10:41 GMT
MTV event hits high economic note
Justin Timberlake
Justin Timberlake won three awards at last year's event
Scotland's economy received 8.9m through Edinburgh hosting the MTV European Music Awards ceremony.

Statistics published by consultants SQW indicate the event yielded double the expected windfall for the event on 6 November last year.

Tourism Minister Frank McAveety said the city put on a fantastic show which helped boost Scotland's global profile and paved the way for future events.

MTV's Richard Godfrey said the show had been the best MTV Europe Music Awards.

MTV believed Edinburgh was the perfect location for the 10th awards ceremony and congratulated Scotland on being "a world-class destination".

The awards ceremony, hosted by Christine Aguilera, was beamed to an estimated audience of one billion people in 28 countries.

Justin Timberlake picked up awards for best pop artist, best male and best album, with live performances from Kylie Minogue, Beyonce Knowles, Pink, The White Stripes, The Darkness and Black Eyed Peas.

'World-class location'

Figures revealed on Monday show the event generated 6.4m for Edinburgh's economy, 300,000 for the Lothians and 2.2m for the national economy.

Mr McAveety said Scotland could confidently host similar events in the future.

He said: "This was a hugely successful event, with the short-term major economic benefits twice as high as was forecast.

MTV gave Edinburgh and one billion viewers worldwide a fantastic party and it was an unforgettable experience
Donald Anderson
Edinburgh City Council leader
"And we should not forget the long-term benefits we can expect as this occasion delivered a global profile for Scotland as a world-class location for tourism and business.

"We can now look forward to building on this success to attract other events."

Edinburgh City Council leader Donald Anderson hailed the figure as "a very significant return" and praised everyone involved.

Hotel bookings

"MTV gave Edinburgh and one billion viewers worldwide a fantastic party and it was an unforgettable experience that has left a lasting legacy for the city and its people," he said.

Hotels in Edinburgh received bookings worth an estimated 2.2m with 2,360 more rooms taken during the week of the event compared with the same week in 2002.

MTV's global network screened 77 hours of coverage worth an estimated 8.6m and the event accounted for 2,094 print media articles.

Jim McFarlane, of Scottish Enterprise, said the economic figures were a tribute to the creativity and innovation needed to host the event.




WATCH AND LISTEN
BBC Scotland's Morag Kinniburgh
"More people came and they spent more than expected"



SEE ALSO:
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'Lasting legacy' of MTV awards
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