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These awards will be only an on-air activity because an on-ground
activity was not feasible for the channel when the awards were planned.
Said Zee Music marketing and programming head Niyati Shah, "We
wanted to do something different and the idea of the awards came
to us around 25 January. By 1 February we wanted to launch it on
air. So we did not have too much time to plan on ground activities."
The awards will allow the audience to interact with the channel
by presenting the Love Awards. The various award categories are
Romantic Hero, Romantic Heroine, Romantic Film, Romantic Scene,
Romantic Couple, Romantic Duet, Romantic Lyrics, Romantic Pop Album
and Romantic International Pop Star, all of which will underline
the message of love. The promos are on all of Zee Networks' 12 channels
and on radio. Since the channel had less time to prepare for the
awards on such a short notice, ads have not been placed in the print
media. Said Shah, "We have got a great response from advertisers
for this initiative. Our Delhi office was able to sell off the deal
in less than 48 hours. The response we got was not at all expected
since we did not have the luxury of time to market it." At
present, Color Mate is the presenting sponsor of the awards and
other sponsors are being decided on.
The nominations for the awards have been shortlisted by the channel
executives after going through a whole list of movies that were
released last year. Announcing the awards Zee Cinema and Zee Music
business head Yogesh Radhakrishnan said, "Valentine's Day is
fast approaching. Love is in the air and cupid is already working
overtime. Zee music and cupid have struck a deal and we have clubbed
both love and Bollywood together. This has resulted into our first
interactive concept of "Zee Music Color Mate Love Awards"
that will have all the lovers of Bollywood jumping with joy."
The nomination special of the awards were aired on Zee Music from
5 - 9 February and viewers will get a chance till 11 February to
send in their entries by SMS to 7575 or email at luvawards@zeemusic.com.
The finals of the awards will be aired on 14 February at 8 pm.
While it was done in a hurry this year, next year the channel promises
to make the Love Awards bigger and better. Says Shah, "Next
year we still won't be taking the event on ground. But unlike this
year where the nominations special episode will be hosted by our
own veejays, next year we plan to have stars who will anchor the
show. It will be a bigger show in terms of the programme on air
and also in terms of the ad spend."
With these Love awards viewers will get a chance to see for the
first time the new veejays of Zee Music who have been finalised
through the Apun Ka Veejay Kaun contest.
Apart from the one hour special show on Valentines Day, Zee Music
will also be having fillers on the lines of "Love is..."
(the cute cartoons that are seen in the Times of India) and
will of course be airing all time romantic numbers.
Zee Music has big plans up their sleeves and it sure began in a
grand way with the "Zee Music Color Mate Love Awards."
Looks like we are in for more action from their end very soon. Stay
tuned!
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