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EMVIES 2004: creating milestones for the media awards

05-July-2004
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EMVIES 2004: creating milestones for the media awards

After almost two months of rigorous activities, EMVIES 2004 has finally culminated and the awards ceremony saw the media industry in its prime best. The year 2004 marks various milestone successes for the group.

Said an enthused Chairperson of the EMVIES Committee, Apurva Purohit: “Though there was some or the other anxiety at every stage, like whether will the targeted number of entries come in or will they be superior enough in quality and so on, we knew we were looking forward to a bigger and better EMVIES this year and we indeed got it.”

From the case study presentations to the ceremony, the event was a grand one. Two noteworthy aspects of the awards this year were entities like TAM and Hindustan Times in the sponsor’s seat. The Best TV Media Research Paper was called the TAM Media Research award, constituting a trophy and a cash award of Rs 50,000.

Speaking on the association, LV Krishnan, CEO, TAM Media Research, said, “This isn’t only for this year but is an on-going relationship now on. Not only does this association signify the faith that we hold in the institution but it is our way to also help foster quality growth in the industry in media research.”

In a similar manner, Hindustan Times sponsored the award for Best Media Innovation in Print. The publication has indulged in a three-year deal here. The HT award for the best print media innovation involved a trophy and a prize.

Speaking more on the EMVIES experience this year, Purohit explained that the entries were judged in two stages with written presentations followed by case study presentations. “We ensured that the judges would come from various arena of media, covering as wide a spectrum as possible. Even though we had agency people in the first round along with media marketers and advertisers, we made sure they were not scoring their own papers. In the second round, of course, there were no agency people at all. That way we ensured transparency in the process,” she said. The first round had comprised of 34 judges and the second had eight.

However, it is the quality and quantity of entries that has actually thrilled The Ad Club this year. The EMVIES added new categories this year and Purohit informed that where the new categories attracted huge numbers, the existing ones got even larger entries. “We received 200 more in comparison to last year and better crafted entries than previous years. The awards are making a mark on the people. The very fact that every agency and all kinds of media bodies participated signifies that the industry has embraced the awards as its own.”

As far as the award ceremony was concerned, Purohit shared that The Ad Club was expecting a turnout of over 250 people. However, the actual number surpassed the expectations. Over 450 people participated in the event. The evening was charged with agencies cheering for their winning entries and a good dose of entertainment from stand up comedian Veer Das and a performance by ex-Viva Pratichi.

“As an organiser, what pleased me the most was the tough fight that agencies gave each other. The battle was neck-on-neck till the very end and it was the judgment of 42 eminent media people put together that decided who would take home the EMVIES. As for me, I went home satisfied,” Purohit left a smile.

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