Star Parivar Awards - taking viewer connect to new heights?

MUMBAI: Now this is what is called reel life awards. In possibly a first for television anywhere in the world, India's lead entertainment channel Star Plus is planning an awards night for the most popular characters (not actors please note) in their top shows.

Viewers' choice awards will be handed out in a number of categories --- for favourite husband, wife, grandfather, grandmother, daughter-in-law, mother-in-law, son, sister-in-law.

Star India senior V-P content and communication Tarun Katial told that the Star Parivar Awards kick off on Saturday, 14 June with a half-hour nomination special at 8 pm detailing the categories, entry mechanism, anchor tips, etc.

The following four Saturdays (21 June to 12 July) will have Parivar Awards special episodes slotted in the 8-8:30 pm band that will cover public opinions, panel discussions, nominee interviews, producer comments, behind the scenes of shows, viewer reactions and behind the scenes with winners. All episodes, including the awards night event on 5 July, will be hosted by Aman Verma. The 12 july episode will be a post-event wrap-up show.

These are some of the characters viewers will be asked to vote for.

Viewers will be able to vote across 25 categories through mail, the Net, phone lines and SMS. The aim -- to select Star Plus' "first family" (the Star Parivaar) that will comprise the favourite characters from its hit serials.

Star hopes to make this an annual affair, says Katial. And it is putting the considerable weight of its other media platforms (Star News and Radio City) as well as an extensive marketing and PR campaign behind the awards that involves widespread coverage of the event across print media throughout the month of June.

A unique feature of the event are the different families canvassing for "their own" as it were, urging viewers to vote for members of their respective "parivaars".

Audience participation will not be restricted to just voting. To increase interactivity, the Star Plus team will be airing reactions from viewers on their favourite characters.

As for the "big night itself", the awards event will be hosted by Aman Verma and Gul Panag and will have performances by the lead characters from the various serials in addition to the usual song and dance routines and "item numbers".

The question is will all this effort pay dividends in terms of viewer connect? Hark back to Mihir Virani of Kyunki Saas Bhi Kabhi Bahu Thi and the breast-beating that took place when Hindi entertainment television's favourite son was "bumped off". Such was the furore that he was resurructed soon enough. Cut to the man who played the character -- Amar Upadhya. When Upadhya upped and left the medium that made him - television - for the glitz and glamour of Bollywood, there was nary a flutter in the Hindi hausfrau's heart.

Working on that logic, a Star Parivar Awards would do that something extra to get viewers even more involved with the characters in their favourite shows. And with all the uncertainties that the post-CAS scenario is throwing up, it might just make the Star Plus connect that crucial bit more embedded in the consciousness of Hindi-speaking audiences. The tag line for the event sums it up well -- "Aap Ka Parivaar... Star Parivaar" (your family... Star family).

Is it just a coincidence that the last episode (on 12 July) of the Star Parivar Awards series airs just two days before the CAS rollout deadline of 14 July? Maybe, maybe not.

Latest Reads
Eros Now Partners with Celcom; Consolidates Distribution in Malaysia

Eros International Plc (NYSE: EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its digital over-the-top distribution service

Television TV Channels Music and Youth
TV Today Network subsidiary receives IT demand notices

TV Today Network Limited (TVTN) has informed the bourses that its wholly owned non-material subsidiary India Today Online Private Limited (ITOPL) has received separate demand notices from the Income Tax department.

Television TV Channels News Broadcasting
BBC Studios India and Mindshare’s I Can You Can wins two Silvers - Best Branded Content and Best Media Strategy at the Emvies 2018

BBC Studios India and Mindshare, India’s largest media agency, announced that it has won two Silvers at EMVIES 2018

Television TV Channels News Broadcasting
NDTV launches India’s first mobile-only portrait live channel

New Delhi Television Ltd (NDTV) has launched India’s first mobile-only vertical live channel with the name NDTV HOP Live. India has nearly 432 million internet users and this number is growing at a rate of 4-8 per cent, according to Deloitte’s Technology, Media and Telecommunication (TMT)...

Television TV Channels News Broadcasting
Movies NOW, Romedy NOW and MNX celebrates this festive season with a special programming line-up

Celebrating the spirit of this festive season, Times Network's English Entertainment channels

Television TV Channels English Entertainment
Running Wild with Bear Grylls’ on Discovery channel gets extraordinary traction from advertisers

The premiere of new series Running Wild with Bear Grylls on Discovery and Discovery World HD

Television TV Channels Factual @ Discovery
Woh Talent Hi Kya Jo Kisi Ke Kaam Na Aaye; COLORS Announces the Launch of India’s Got Talent

Don’t let talent go to waste advocates COLORS’ flagship reality show – Maruti Suzuki Arena presents India’s Got Talent powered by Vaseline and Frooti as it returns to wow viewers with some mind-boggling acts in its eighth edition.

Television TV Channels GECs
Lizol tops chart; P&G makes comeback in BARC week 40

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 29 September-5 October 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

Television TV Channels Viewership
Star India’s PKL draws higher sponsorship revenues in season 6

The Pro Kabaddi League (PKL) auctions saw six players command over a crore, offering further proof of the property’s rising popularity in terms of viewership and advertising interest. If we look at the viewership, the live telecast of PKL season 5 garnered 1.6 billion impressions with a target...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories