MTV's music awards – IMMIES, the only property of its nature in India – is all geared for its 2005 round. The channel has added more depth to the show's format this year. A three-week ancillary programming and high decibel marketing activities have planned to give the show adequate push before the telecast on December 17, 2005. An interesting aspect around the event is the channel's initiatives to make available live clips of the show in partnership with sponsor Tata Indicom.
Ashish Patil, VP and GM, Creative and Content, MTV, explained that the core of the property, which was India's sole official music awards show, remained the same. There would be 23 categories again with popular categories, Indian pop category and other categories like ghazal, bhajan and classical instruments. In addition, there will be the Inspirations Award, which is equivalent to a lifetime achievement award. The awards would be interspersed with performances.
Patil informed that as was the case with most MTV properties, IMMIES 2005, too, would revolve around a social cause, and this year it was the earthquake. "A support of this nature automatically impacts the format, and one of the first ones is that the performances have doubled. We have 11 acts this year, vis-à-vis the six last year," he added.
The channel has worked on various nuances to bring in the differences to make the show stand out. Some of these involve roping in Pakistan's pop rage, Ali Zafar, as a co-host for the evening, and international performances, which includes a number from Ronan Keating this year.
Another area, which would see substantial change this year, is the look and feel of the entire event. "We have a circular stage this year, which basically brings the audience closer to the action," explained Patil.
He further informed that the ancillary programming would include performer profile, curtain raiser, making of the behind the scenes, red carpet and post show party. This would allow four-and-a-half hours of content from the event, including three hours of the main show.
The channel is also ensuring a strong marketing push for IMMIES 2005. In addition to the conventional mediums like print, outdoor and radio, there was an attempt to give a 360-degree approach to the event, and the channel had managed quite a few firsts on that, informed Vikram Raizada, Marketing Head of the channel.
One of the interesting ones are the contests organised around 'seat fillers' and 'mosh pit' and 'red carpet' allowing people to be part of the event. Another step taken this year is opening the rehearsals to the presenting sponsors.
Raizada said, "We always have a crowd at our rehearsals. So this year, we have taken it to our sponsors and they can invite people. This has its own add-on. At rehearsals, there is a reality element added to the property and we are capitalising on this."
The on-ground presence of the show will also be substantial with three road shows planned in Delhi, Hyderabad and Ahmedabad. "We have reinvented the 'road show' concept," said Raizada, "and have tied up with malls. The idea is basically looking at new trend of people hanging out in malls and other factors on those lines."
Technology, too, has been leveraged well for the show. There is mobile content and IMMIES-related games on the anvil. Regarding the live clips of the show that the channel intends to air, before the event, there would be pre-awards clips available on the mobile and then there would be post-awards content, 2005 graphics, wallpaper screen, logos and so on.