Oliviers launches YouTube partnership

Reporter: Matthew Amer, first published Mon 25 Jan 2016 18:45
Olivier Awards 2016 with MasterCard/servlet/file/store5/item335335/version1/fileservice770/335335_770_preview.jpg

Theatre fans across the world will have more access to the Olivier Awards with MasterCard than ever before in 2016, as UK theatre’s most prestigious prize takes to television, radio and YouTube.

The illustrious awards, which celebrate its 40th anniversary in April, will once again have extensive highlights shown on ITV on the evening of 3 April, when the ceremony takes place at the Royal Opera House. The show will then also be available to catch up on ITV Hub.

For the first time international viewers will be able to enjoy the excitement of the Olivier Awards with MasterCard via YouTube. A new Olivier Awards YouTube channel will live stream events from the celebration in Covent Garden Piazza, including coverage of performances by the Audience Award shortlisted shows. It will also allow international audiences to watch the ceremony in full later in the evening.

UK fans eager to listen to the ceremony live can tune in to Mellow Magic, the new station from Magic Radio, which will broadcast proceedings at the Royal Opera House. The new station will also broadcast a series of shows in the build-up to the Oliviers, looking back at 40 years of the coveted award. Magic Radio is also the new sponsor for the Audience Award.

Speaking about plans for this year’s Olivier Awards with MasterCard, Nicola Grant, Head of Marketing for MasterCard UK & Ireland said: “MasterCard is hugely proud to continue its partnership with SOLT and to celebrate the 40th year of the Oliviers, Britain’s most renowned theatre awards. Together we share the passion for recognising the brightest talents in British theatre and for bringing our cardholders closer to the art they adore.”

Julian Bird, Chief Executive of SOLT and Executive Producer of the Olivier Awards with MasterCard, said:  “As we celebrate their 40th anniversary, this year’s awards are set to be the biggest yet. We are delighted that MasterCard continues its generous support while our new international broadcast opportunities provide an exciting opportunity to reach audiences around the world, reflecting the premier status of London theatre.”

The new partnerships were announced at The Oliviers In Concert, a musical celebration of the past 40 years of the Oliviers that is being held this evening at the Royal Festival Hall. Fans eager to know if their favourite performer of production is has a chance of winning won of the much sought after statuettes this year should mark 29 February, the date of the Olivier Awards nominations announcement, in their diaries.

You can listen to The Oliviers In Concert on BBC Radio 3 from 19:30 tonight, or catch up on iPlayer.