Fortifying brand name by instituting ‘Awards’, TV channels show the way

Fortifying brand name by instituting ‘Awards’, TV channels show the way

Author | Swapna Rahul Shah | Thursday, Oct 30,2008 7:48 AM

Fortifying brand name by instituting ‘Awards’, TV channels show the way

While awards give recognition to an individual’s or organisation’s efforts, they also create brand value for the organisation that has instituted the award. For TV channels, awards are proving to be a powerful way to create brand salience and connect with a cause. exchange4media takes a look at the awards instituted by the Zee Group, CNN-IBN and IBN7, and CNBC Awaaz.

Zee Group has instituted quite a few awards – Zee Astitva Awards, Zee 24 Taas Ananya Sanman, Zee Cine Awards, Zee Astitva Awards and Zee Riston Ka Utsav.

Zee Astitva Awards 2008, instituted by Zee TV, was aired on September 21. The Awards recognise the strength and struggles of women, who rise above their society and inspire other women to create an identity for themselves.

Zee 24 Taas Ananya Sanman 2008 was organised by Zee 24 Taas for the first time ever in Maharashtra on October 17 to felicitate achievers from different walks of life. Awards were given away across 10 categories of sports, cinema, literature, fashion, advertising, music, farming, business, theatre and social reforms.

Speaking on Zee 24 Taas Ananya Sanman 2008 Awards, Bhushan Khot, Business Head, Zee 24 Taas, said, “Being the first Marathi news channel, it is our constant endeavour to connect with our viewers. A series of new initiatives have been designed to support this cause, for example, the 24-city activation called ‘Apla Shehar Apla Awaaz’, and now with Zee 24 Taas Ananya Sanman, we are proud to associate ourselves with Marathi achievers.”

Khot further said, “Zee 24 Taas Ananya Sanman is not just an Award, it is recognition by the people of Maharashtra, hence there are no nominees, etc. It is a tribute to the talent that deserves its due recognition from different walks of life.” He stressed that these Awards were very different from regular awards.

Barun Das, CEO, Zee News, said, “We at Zee News intend to take this esteemed recognition concept to a nationwide level.”

On what makes channels come out with such awards, Tarun Mehra, Business Head, Zee TV, said, “Zee TV’s motto behind organising award functions is purely to felicitate good work in our country. That’s the reason we have different award ceremonies for different industries. For example, to honour the Bollywood industry, we have instituted Zee Cine Awards; we have formed the Zee Astitva Awards in recognition of women’s contribution to the society. For the television industry we hold the Zee Riston Ka Utsav. We hope to create many more such platforms.

He further said, “Every award function has a different identity all together. As a channel, we ensure that our very own awards are packaged as per the theme requirements. And to add a little glamour quotient or to get the entertainment element in the awards, we include performances by celebrities. Some awards like Zee Astitva Awards have religious followers and our ardent female viewers look forward to this event every year.”

On whether or not such Awards helped strengthen the channel’s brand name, Mehra said, “Awards certainly play a very important role in strengthening the channel’s brand name. Award ceremonies help viewers and the trade industry to form some kind of perception in their minds. Awards like Zee Cine Awards are popular not only in India but abroad too, especially NRIs.”

Meanwhile, from the IBN Network there is the IBN7 Diamond States Awards. The first edition of these Awards was held on September 22, 2008, in partnership with Outlook. The IBN7 Diamond States Awards recognise the human and social development efforts by the States of India.

CNN-IBN and IBN7 organised the Citizen Journalist Awards on October 16, 2008, to recognise the efforts of common men and women in reporting on various issues and lending a hand in changing the system for a better tomorrow.

Dilip Venkatraman, Director - Marketing, CNN-IBN and IBN7, said, “We are a nation of more than a billion people. We need to have platforms or opportunities to recognise, acknowledge and celebrate the contribution of the citizens of our country. This is where Awards by credible brands fill an important need, and in that process, inspire others. It goes without saying that these Awards have to be relevant, transparent, credible and of sizeable scale.”

Venkatraman added, “For CNN-IBN and IBN7, the Awards have really worked well, because whether it is CNN-IBN Indian of the Year, Real Heroes, IBN7 Diamond States Awards or Citizen Journalist Awards, all our Awards are editorially driven, backed either by detailed research or by a very transparent, credible jury process with independent validation partners. As long as the Awards are credible and can’t be influenced, they are looked up to and well received and cherished by the winners, which in turn, definitely strengthens the channel’s brand name.”

Business news channels, too, have instituted some awards to recognise the contributions of India Inc. These include the CNBC Awaaz Consumer Awards, which recognise India’s most preferred brands, and the NDTV Profit Business Leadership Awards.

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