For Indian television, STAR Parivaar awards is one of its kind property that recognises television characters. Last year, the awards garnered the highest ever ratings for a televised event on Indian television. This year too, the awards is sponsored by Dabur and the product this time is Anmol Shampoo.
With the inclusion of an international category this time, the channel aims at increasing its numbers this year. “We wanted to include our international viewers also this time and so we brought in the category, where the UK viewers can vote for their Jodi No. 1. Apart from this, while all the other categories remain the same, we plan to execute the show much more professionally,” remarked Deepak Segal, Senior VP, Content and Communication, STAR India.
Explaining more on that, Segal informed that the show will be produced by Sol this year, who also handled the television management part of SCREEN awards. Deepak Ghataani, who has works like A R Rahman – AirTel ads to his credit, is directing the show. The ceremony will be held at the National Centre of Performing Arts in Mumbai. The on-ground ceremony will be scheduled for June 11 and the programme will be telecasted on June 19. While the teasers have already kicked off, the voting processes will begin around May 23, 2004.
“We are very careful about these details this time simply because the viewer has signalled his involvement in the event to us. They know each of these characters well and it is the character they vote for, which only signifies how STAR serials and these people have become a part of the viewer’s life,” said Segal.
As per Segal, the awards were conceptualised to reflect the involvement of a viewer with STAR. “The viewer doesn’t know a director, a technician or anyone working in that nature. And so we brought in characters and that obviously worked,” he said. Last year, the awards garnered ratings of 14.7 in the Hindi speaking markets for C&S 4+.