STAR India & RBNL Unite For Unique Entertainment Properties

Start with 'Big Star Entertainment Awards'; to premiere on Dec 31^st at 10 pm on Star Plus.

BestMediaInfo Bureau | Delhi | December 16, 2010

India's colossal broadcast media companies, media conglomerate STAR India Pvt. Ltd. and multi-media entity Reliance Broadcast Network Ltd. have joined hands to offer India clutter breaking, pioneering and unique entertainment property. Marking the first of a slew of properties, from this alliance is the 'BIG STAR Entertainment Awards' India's FIRST Entertainment awards that seeks to create a unique platform which honors entertainers across genres viz. Movies, Music, Television and Sports. India's first ever 'people's award' – right from nominations to the final winners, The BIG STAR Entertainment Awards will reach out to Indians across the country through each of the media platforms of both Companies, ensuring multiple touch points to audiences.

Premiering on Dec 31 at 10 pm on Star Plus, BIG STAR Entertainment Awards has been conceptualized by RBNL's experiential marketing arm, BIG LIVE. The property will see amplified promotion through Reliance Broadcast Network Ltd's. verticals, viz. India's No. 1, 45 network Radio Station 92.7 BIG FM, out of home wing – BIG Street, experiential marketing arm BIG Live and its digital initiative, BIG Digital.  This is the first award platform that democratizes the awards platform by giving audiences the opportunity to nominate their favorites personalities in Movies, Music, Theatre and Sports in the award categories.

Commenting on this unique venture, Sanjay Gupta, COO, Star India Pvt Ltd., said, “The BIG Star Entertainment Awards will witness the coming together of STAR India Pvt Ltd. and Reliance Broadcast Network Ltd., two of India's biggest media companies, with complementary capabilities. While Reliance Broadcast Network is commended for its vast radio and digital penetration, Star India is the leading television network in the country reaching more than 400 million viewers weekly; and together we are all set to create superlative entertainment reaching out to our viewers across all platforms.”

Speaking on the alliance, Tarun Katial, CEO, Reliance Broadcast Network Ltd., said. “This partnership marks the beginning of an alliance which will re-define the meaning of entertainment in India. The coming together of two of India's biggest media houses will see synergies come into play to offer properties with a high degree of consumer centricity, delivered through engaging ideas and multiple touch points to create unprecedented impact.   Today's evolved audiences seek entertainment that is unique, interactive and highly engaging and through this property, we empower them to ride with us to creating history. We endeavour through this and future initiatives to offer audiences superior entertainment while parallely serving marketers who have a strategically integrated approach to their campaigns”

The Big Star Entertainment Awards will be promoted through a number of high-decibel marketing and BTL initiatives with a holistic approach, ranging from on-ground, off-ground, television, radio & digital activities. Audience opinion (through SMS & online voting) will select the nominees and winners across the categories.

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