Parivaar Awards may be the biggest property for STAR India, but STAR officials see it more as a challenge that requires them to improvise on the property each year so that they can maintain the high TVRs that the property has been throwing. In 2006, STAR Plus, has created additional properties around Parivaar to make it a one-month affair, and the title sponsor this year is Dabur Vatika Hair Oil.
“The event has thrown more numbers than any other award show ever – it really is the mother of all award shows – and this has been the case for four years now,” said Shailja Kejriwal, Senior Creative Director, STAR India. “The challenge for us is to ensure that we give the viewers enough so that this record is maintained.”
In 2006, the nomination has been converted into a standalone property in itself. “This is just an indication of the sheer scale of Vatika Hair Oil STAR Parivaar Awards in 2006,” said Kejriwal. The two-hour event will be aired on March 4, 2006 at 7.00 pm. The theme around the event would be ‘marriages’, and everything about the event would be related to marriages. This would kickstart the Parivaar Awards.
In the following week on March 11, 2006, the Gharati vs Baraati thread would be spun around the event. “Again there would be a lot of fun, boys vs girls games, and acts. Then in the next two weeks, we bring audience interactivity in the event.”
The channel has introduced ‘Sabse Bada Fan’ Award. This is designed as a quiz show looking for the biggest fan of STAR Plus. Interested viewers can participate from February 20 to February 24 through SMS, tele-voting and net voting. “There is something for the audience here. The winner, too, gets an award on the Parivaar Awards Night as the favourite Atithi,” explained Kejriwal.
This segment, which is divided into two parts, would complete on March 25, 2006. From thereon, the traditional properties like the Red Carpet would find their way on viewer screens until the final night, which is on April 2, 2006. With the exception of the nominations night, all events would be for the duration of an hour each.
“We have been very careful that there should be substance in the ancillary programming as well,” elaborated Kejriwal, “Every time we have embarked on an event like a Rang Barse or a Diwali Dhoom, the viewer has responded very positively. Now, on the back of Parivaar itself, there is so much more we are doing. In the previous years, all our actors don’t get a chance to perform at the awards – this year that has been taken care of as well. All the members of the STAR Parivaar will be a part of the event. The bottomline is that, as I said, this is the mother of all awards and we have ensured that we have given it that stature.”
Kejriwal, however, refused to divulge on what the channel is expecting from the Awards in terms of TRPs. “The year has opened well with the STAR Screen Awards giving us some great numbers. Obviously, we have significant expectations from Parivaar as well, but I don’t think I am going to put a TRP to it,” was all she said.
Meanwhile, this would be the fourth year Dabur is on the Parivaar platform. In the earlier three years, the products the brand exposed on the Parivaar platform included Dabur Red Toothpaste, Dabur Anmol Shampoo and Dabur Vatika Shampoo. The channel has planned month long marketing activities across the awards, across mediums.