| MUMBAI:
The Indian Film Industry has grown multifold over the years. This year has seen
the release of more than 100 films. ETC channel celebrates this augmentation in
the industry but with a difference... The channel will telecast ETC Bollywood
Business Awards 2010 on 28 December at 8.30 pm. ETC
Bollywood Business Awards 2010 will judge Bollywood on the basis of business the
industry has generated in the year. It evaluates the industry players on the basis
of box-office performance.
The
awards identifies and honour on the base of how much money the contender has being
able to earn and it takes in to consideration the economic quotient as a cornerstone
for mapping the success of a movie. ETC
claims that this is the first time in India where an initiative has sought to
recognise marketers, distributors, production houses and exhibitors who are equally
responsible for the success of a film, in addition to actors, actresses and directors. Said
ETC Business Head Anurag Bedi, "Bollywood is an industry. Every Friday its
movies are released and the cine-goers pass verdict whether they buy it or not.
And as is common to any other industry, Bollywood should also be judged accordingly.
Presently,
in India, all those who represent the industry, actors, musicians, directors,
et al, have only been judged on creative parameters. No one had thought of evaluating
them on how much business they had generated! Having
identified this opportunity in the evaluation system, we decided to explore it.
Thus was born the concept of ETC Bollywood Business Awards 2010. Such an evaluation
will bring forward the workings of Bollywood as an industry. Behind the shine
of glamour and creativity lies a lot of hard work, technical wizardry, marketing
and strategic initiatives. Movie making is an art, getting audiences to pay to
watch it and make it a hit is commerce. It is our belief that the viewers should
appreciate both these facets of Bollywood." The
awards are as follows: Best Multiplex chain of the year, PVR Cinemas; Best Marketed
film of the year My Name Is Khan; Most successful small budget film of
the year, Peepli Live; Most successful foreign film Inception; Corporate
House of the year, Shri Aashtvinayak Cinevision; Most successful producer Arbaaz
Khan; Most Profitable Director Abhinav Kashyap; Most Profitable Actor (Female)
Katrina Kaif; Most successful Actor (male) Ajay Devgn and top Grosser of the year
Dabaang. In
terms of return, Ajay Devgn lodged a box-office return of Rs 2.83 billion; Katrina
Kaif lodged Rs 1.42 billion; while Abhinav Kashyap lodged Rs 1.40 billion. | 
