The POGO Amazing Kids Awards (PAKA) is back, and in its third year, the channel is planning it on a grander scale by not just making the awards interactive but also presenting it in a series format. The awards, which would mark the finale of the 19 episode journey that PAKA would undertake, would be telecast from November 4, 2006, while the awards would be telecast in December 2006.
The channel is also planning to support the initiative with huge marketing activities with a complete 360-degree approach. Speaking more on this, Monica Tata, Vice-President, Advertising Sales and Networks, India & South Asia, Turner International India, said that the channel had tied up with eight sponsors already.
The two presenting sponsors include Parle and GSK – Horlicks. The other six sponsors include Kellogg’s, Nestle, Perfetti, Kissan, GM Pens and Ganuchi Shoes. “In fact, this is the first time that Ganuchi would be advertising. PAKA has established itself in the industry and this has allowed us to rope in such sponsors,” Tata said.
Spread across 19 episodes, PAKA will profile the 40 shortlisted kids – five in each of the eight categories comprising arts, sports, music, singing, dance, genius, leadership and entertainment. This year the show will, for the first time, include audience interactivity as nationwide audience polls.
PAKA 2006 is divided into two sections – POGO Voice Awards and POGO Kids Awards. The POGO Kids Awards segment will recognise talent in multiple areas. As in the last two years, POGO is inviting nominations from parents and principals of meritorious kids as well as self-nominations from children who feel they deserve the award in a particular category. PAKA 2006 research team and jury will shortlist five nominees in each category.
The winners will be felicitated at an in-studio hosted event in Mumbai. The winners will be awarded with a child benefit policy worth Rs 5 lakh and to further highlight their talent, the winning kids will get the chance to be on POGO throughout 2007.
Derek O’Brien & Associates Pvt Ltd will manage the entire selection and search process for PAKA 2006.
To promote the POGO Amazing Kids Awards 2006, POGO has kicked off a well-integrated marketing campaign that includes extensive media such as hoardings, print advertising and web-based promotions. Mailers will also be sent out to 200,000 kids across the country. A school contact programme will be initiated to contact 3,000 school principals to inform them about POGO Amazing Kids Awards 2006 and in turn spread the message about the awards to over 1,500,000 kids.