MUMBAI: Alpha Marathi, the local language channel from the Zee stable, has unveiled Apla Alpha Awards on the occasion of completing its five years.
Alpha Marathi, which has claimed that it runs neck and neck in terms of TRPs with Star Plus, appreciates best performers in its family with this 'triple A' awards.
The winners have been selected in true democratic way by viewers -- through physical ballot papers that were made available at all the 1,000 Playwin counters and through cable operators, through SMS and through IVRS (interactive voice recording system).
When queried if Alpha Marathi has followed a rival channel's example by initiating competition among its own shows, Alpha Marathi business head Nitin Vaidya got candid,"We have so many awards around us and none of these can claim any uniqueness. In our case what was unique was the democratic way we chose to select the winners."
The nominees even campaigned for their shows by travelling in local trains and visiting houses, interacting with the public. At the end of the day, the whole exercise turned out to be a perfectly engineered publicity campaign for Alpha Marathi.
The channel has roped in Dabur Vatika as the main sponsor for the event. Associate sponsors include P&G and Birla.
Alpha Marathi event went on to the 'extent' of replacing the artistes with the characters they played. When the awards for the best actor, best actress and the best character - male awards were announced, the winners were addressed in the names of their characters.
Says Vaidya, "When viewers remember an artist in the names of the character he/she played, it shows the success of the artiste and through this exercise we have been conveying this message."
Alpha Marathi will telecast the awards function on 14 August. The channel has instituted special prizes for those viewers who have wholeheartedly participated in the selection process and the winners will be announced in the show.
Winners of Aapla Alpha Awards 2004:
'Wadalvaat' steals the show
Best non-fiction -- Good Morning Maharashtra
Best event -- Nahshatranch Dene
Best title track -- Ghadalay Bighadalay
Best child artist -- Jui Nerurkar
Best villain -- Devran Khnadagale (Wadalvaat)
Best vamp -- Vishakha Choudhary (Wadalvaat)
Best anchor Male -- Jitendra Joshi (Campus - a fair war)
Best anchor Female -- Sampada Joglekar (Namaskar Alpha)
Best comedy show -- Hasa Chakat Phu
Best interactive show -- Aamne Saamne
Best father figure -- Abaa Choudhary (Wadalvaat)
Best mother -- Shyamal Tipre (Shreeyut Gangadhar Tipre)
Best on-screen couple -- Padmini / Shrikant (Bandhan)
Best performance in supporting role -- Salil Dixit (Avantika)
Best comedian -- Mohan Ajgaonkar (Saheb Bibi ani Mee)
Best character Male -- Saibaba (Saibaba)
Best character female -- Rama Choudhary (Wadalvaat)
Best actor -- Aba Tipre (Shreeyut Gangadhar Tipre)
Best actress -- Avantika Dixit (Avantika)
Best serial -- Wadalvaat
Best Alpha family -- Tipre family (Shreeyut Gangadhar Tipre)