MUMBAI: STAR India and multi-media entity Reliance Broadcast Network (RBNL) have joined hands to jointly produce an annual entertainment awards property - Big Star Entertainment Awards.
Both the parties will have joint ownership on the format, which will honour entertainers across genres viz. Movies, Music, Television and Sports.
Touted as India’s first ever ‘people’s award’ – The Big Star Entertainment Awards will see audience participation right from nominations to the final winners, through SMS and online voting across the categories, while PriceWaterhouseCoopers (PWC) will be the auditors.
Star and RBN will reach out to Indians across the country through their media platforms, ensuring multiple touch points.
The show will be held on 21 December in Mumbai, while it will premiere on Star Plus on 31 December at 10 pm. The debut award show will also see a special section for “entertainers of the Decade” in various categories.
Star India COO Sanjay Gupta said, “The Big Star Entertainment Awards will witness the coming together of Star India and Reliance Broadcast Network, two of India’s biggest media companies, with complementary capabilities. While RBNL is commended for its vast radio and digital penetration, Star India is the leading television network in the country reaching more than 400 million viewers weekly; and together we are all set to create superlative entertainment reaching out to our viewers across all platforms.”
RBNL CEO Tarun Katial added, “This multi-year partnership marks the beginning of an alliance which will re-define the meaning of entertainment in India. The coming together of two of India’s biggest media houses will see synergies come into play to offer properties with a high degree of consumer centricity, delivered through engaging ideas and multiple touch points to create unprecedented impact.”
The Awards have been conceptualised by RBNL’s experiential marketing arm, Big Live. The property will see amplified promotion through RBNL’s verticals – Big FM, out of home wing Big Street, experiential marketing arm Big Live and its digital initiative, Big Digital. The high-decibel marketing and BTL initiatives will range from on-ground, off-ground, television, radio and digital activities.