MTV, the youth entertainment channel from Viacome18's stable,
is bringing its international awards property 'Video Music
Awards' (VMA) to India.
channel has roped in Micromax to present the first edition
of the global award in India.
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.
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.
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.
to Viacom18 SVP and business head - Integrated Network Solutions
Jaideep Singh, MTV Video Music Awards is the first live initiative
from the channel.
event will be simulcast on seven of Viacom 18's network channels
which will include the flagship Hindi general entertainment
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.
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."
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.
India CMO Shubhodip Pal said, "We are looking forward
to creating similar global platforms for Indian audiences
which are unconventional and irreverent."
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
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.