PTC Network has been building up its awards properties – PTC Punjabi Music Awards and PTC Punjabi Film Awards – in a big way. Both the awards properties have garnered considerable viewership in the Punjab-Haryana market.
What has led to the greater interest in PTC’s music and film awards is an upswing in the Punjabi music and film industry.
Speaking to exchange4media, Rajiee M Shinde, COO, PTC Network, explained, “With the success of Punjabi films at the Box Office in Punjab and internationally in the last 2-3 years, it is evident that films are gaining prominence in the scheme of things. The music industry in Punjab is also practically doubling up as the film industry itself. The singing stars of Punjab are now acting in lead roles in Punjabi films and drawing audiences to the theatres. I see tremendous growth in scope and financials of Punjabi films.”
She further said, “The first edition of PTC Punjabi Film Awards Films telecast on PTC channels in India and abroad in 2011 met with huge viewership success. With this success there are more investors in this property today. The ceremony for PTC Punjabi Film Awards 2012 was telecast live on February 18 simultaneously in India, the US, Canada and Australia. The Awards show was promoted through press ads, our website, social media like Facebook and YouTube, editorial coverage and, of course, television, nationally as well as internationally.”
PTC caters primarily to the 25+ age group. The channel’s list of advertisers belongs to diverse sectors such as automobile, telecom, lubricants, and personal care like toothpaste, among others.
Speaking on the future plans, Shinde shared, “We will be airing the PTC Punjabi Music Awards in March 2012 with ultimate grandeur and high celebrity quotient. We have so far been aggressive on the Internet and social media. This year, we will be actively looking for opportunities of content availability on mediums beyond television. It is the demand for our programmes, both in India and abroad, which will enable us towards that side of the business.”
“The plan is to conduct these Awards every year. All the work done on these Awards – from production to promotion – are done in-house,” she added.