MTV brings its 'Video Music Awards' to India
MUMBAI: MTV, the youth entertainment channel from Viacome18‘s stable, is bringing its international awards property ‘Video Music Awards‘ (VMA) to India.
The channel has roped in Micromax to present the first edition of the global award in India.
Micromax MTV Video Music Awards India will recognise the music that is loved by young India. The genres of music that will be considered for the awards are film -- both Hindi and Regional -- and independent music.
The awards will also recognise the international artist who has had the biggest impact in India as well as the artist who is being talked about and seen a lot on the digital medium.
Since the VMAs is as much about the video as the music, awards will be given out to Best Video Director, Best Video Editor and Best Sound Designer.
According to Viacom18 SVP and business head - Integrated Network Solutions Jaideep Singh, MTV Video Music Awards is the first live initiative from the channel.
The event will be simulcast on seven of Viacom 18‘s network channels which will include the flagship Hindi general entertainment channel Colors.
The awards will be decided by the audience basis online voting. Any artist who has released music in calendar year 2012 is eligible to vie for the awards.
MTV India EVP and business head Aditya Swamy said, "Bringing the VMAs to India gives us an opportunity to recognise artists who have rocked young India and do it in a unique MTV way that is full of irreverence. Given the wide range of artists we have worked with over the years, it is our way of giving something back to the musicians who have given us such incredible music. Leveraging our huge digital footprint, the entire entry and voting process is online and transparent, which means the voice of the audience will be heard."
There are 17 categories in which an artiste, artiste manager, label can register themselves. The categories are - Best Bollywood, Album Best Bollywood Lyrics (song), Best Bollywood Video, Best Bollywood Single - Male, Best Bollywood Single - Female, Best Regional Video, Best Regional Song, Best Indie Artist - Male, Best Indie Artist - Female, Best Indie Band , Best Indie Video, Best Indi Lyrics (song), Best MTV Push Artist, Best International Video, Best Video from the Interwebz, Technical Award: Best Video Direction, Technical Award: Best Video Editing, Technical Award: Best Sound Design.
Micromax India CMO Shubhodip Pal said, "We are looking forward to creating similar global platforms for Indian audiences which are unconventional and irreverent."
Viacom18‘s Singh said, "With this we are very excited to showcase to our audience and partners the supremacy of the network and what it can do to a live event in scaling its impact and reach."
The MTV Video Music Awards voting system will be validated by Ernst & Young India to ensure quality and equality in the process and the short listing will be aided and validated by knowledge partners Ormax Media.