It’s EMVIES time again

It’s EMVIES time again

The time to celebrate media initiatives are here again. The Bombay Ad Club instituted Media awards, EMVIES are just around the corner. In keeping with its annual schedule, this year the awards are planned on June 22, 2006. Action around the EMVIES has commenced with the Bombay Ad Club inviting entries for the event. In the past four years, EMVIES has seen the trend of increasing the number of entries that it has been getting last year seeing a peak of over 350 entries. EMVIES Chairperson Apurva Purohit states that this is what The Ad Club is expecting this year as well. To take a closer look before commencing action around the awards, the Ad Club had organised a pre-judging cocktail, inviting professionals from the industry to given their opinions on the awards and the judging process. “We received a very positive feedback from these industry leaders and they commended the Ad Club to be able to out together such an event for the media,” informed Ad Club's Bipin Pandit.

The EMVIES has seen in participation year-on-year, the number of entries in the first year was 78, which steadily notched up to 125 plus, 200 plus to the 350 plus mark last year. Purohit puts in a word of caution here. Purohit said, “Getting the mark of 400 was a sense of peak as every agency had participated last year with a decent number of entries.We are expecting to secure the margin this year as well.” She believes that between the addition of new categories and streamlining of some of the existing categories, the said target can be achieved. Another noteworthy factor that was seen in 2003 were the different industry bodies that participated in the EMVIES. Moving beyond from just the media agencies, research agencies, marketers, channels and interestingly creative agencies had competed to take home an EMVIE. “And we had seen some very good work coming from all of these organisations,” emphasised Purohit.

She further added, “EMVIES really are pan industry award for media innovations and I expect the same kind of participation this year as well.” Another area of expectations comes from the quality of entries. Purohit said, “Without doubt, every year we have seen improvement in the kind of entries that have come and this year wouldn't be any different either. Especially in categories like new media, out-of-home, never before used media, we have seen some genuine innovations.” Hopefully TV and Print will also show the next level of media innovations this year. Nonetheless, all said and done, the expectations from the industry to feature some ground breaking work is also high. EMVIES forms are sent across to agencies and can also be downloaded from exchange4media.com. The last date isMay23, 2006. The awards has roped in Times Now as the title sponsor. The category sponsors are indiatimes.com for the digital category and Radio Mirchi for the radio category. TAM continues with the award sponsorship of the 'Best TV Research' category. exchange4media.com is the official media partner.

Explaining more on the reasons why TimesNowpartnered with the event, Partho Dasgupta, Vice President and Business Head of the channel elaborated, “Times Now supports advertising and media fraternity.We even have a weekly show called the Brand Equity dedicated to this audience. We were associated with the Ad Review 2006, International Advertising Association, the Brand Equity Quiz and with Abbys. EMVIES takes us a step further in our celebration of good work by media agencies.” While Dasgupta “wishes to recognise the excellence in media industry through EMVIES”, Prashant Panday, Dy CEO, Radio Mirchi opines that as a media event, EMVIES has come a long way. “Given the kind of industry initiatives we have been associating with, EMVIES surely fits our scheme of affairs perfectly.” The countdown has begun. Can MindShare retain its Champion status?Will Lodestar claim back 'Agency Of The Year' Award? Will agencies like Maxus and Initiative, Starcom take home the Grand EMVIES?

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