The National Film Board and MyThum Interactive led all comers as nominations for the Canadian New Media Awards were unveiled in Toronto Monday.

The NFB was nominated in the best online video portal category for an online screening room and in best cross-platform competition for its interactive website for the doc Waterlife.

MyThum received two nominations in the best mobile marketing competition for separate campaigns for Molson Coors Light and Rogers Media, which commissioned an interactive media campaign for an MTV-branded Leak Live concert tour.

‘You can’t talk at a noisy concert, but you can text, surf, chat,’ MyThum president and CEO Michael Carter told Playback Daily at the event. The Toronto agency uses interactive tools to power mobile campaigns for Canadian broadcasters and other marketers at the intersection of traditional TV and digital media.

MyThum will match up against the Brisk ARTwist campaign from Addictive Mobility in the best mobile marketing category.

Also competing in the best cross-platform project competition is the online component for Shaftsbury Films’ The Listener series, from Smokebomb Entertainment, and Cartoon Network’s interactive website for Total Drama Island.

Meanwhile, the online video portal category includes nominations for movieset.com, which provides ‘behind-the-scenes’ access to films in production, and whoweare.ca, a Canadian cultural content site from Kung Fun Numerik.

With mobile an increasingly dominant platform for migrating broadcasters, Canwest’s Food Network app will compete against IBM Canada’s Air Canada iPhone app in the phone application category.

‘You check in by phone on the way to the airport, and don’t line up or go to a kiosk,’ Abrar Siddiqui, project manager for mobile applications for IBM, said of the Air Canada smartphone app.

The Canadian New Media Awards will be handed out Dec. 1 in Toronto.