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Life OK brings monthly ‘Now Awards’

Produced by Big Productions, the monthly award show will recognise good cinema and music

Sohini Sen | Mumbai | May 15, 2014

NEW-LIFEOK__NOW__AWARDS__LOGO-01Life OK is reinventing Bollywood awards this year. After bringing Screen Awards into their fold, they are now ready to introduce the first ever monthly movie and music awards on their channel – the Life OK Now Awards.

Ajit Thakur Ajit Thakur

“Today's generation wants everything right now – instant gratification. We see so many movies releasing every week. When we create content all the time, why do we have awards to recognise them only once a year?” asked Ajit Thakur, General Manager, Life OK.

After 30 days of thinking the channel came up with the plan of an award show which would recognise and celebrate good work done in Bollywood and in Bollywood music. For this they partnered with Big Productions and will be starting the awards this month.

Life OK has been known for the innovations. While Screen has a serious undertone to it, with most of its awards being decided by the jury, the Life OK Now awards will be completely decided by audience vote. Each month three movies will be in the running to be voted the best movie of the month. The other categories for the awards will be best actor male and female, best song, best singer male and female and a Life OK Action Hero of the month. This last category will be the only one from the television channel. The awards show will also have some special categories from time to time.

The award show will also have dance performances and a good comedy act or two, considering that it will be hosted by Richa Chadda and Varun Sharma. Other than the blockbuster Hindi movies, the smaller budget or offbeat movies will also be in the running for the awards, as long as they clicked with the audience.

The first edition of the award show will also see the launch of Life OK's new show which would be directed by popular radio personality Neelesh Mishra.

The fact that some months may have a lull period has not escaped them. Therefore, the initial plan is to stick to organising 10 awards in a year. There won't even be a culminating award show at the end of the year because, according to Thakur, that would negate the whole concept of the ‘Now’ Awards.

“There are two unique propositions in the awards. One is that it is an instant platform for reward recognition, for primarily Bollywood but also for music and television. Second, it will be 100 per cent public voting. The only role the jury has to play is to shortlist the three movies for that month,” explained Thakur.

The voting procedure is likely to be simple and the audience can vote through missed calls, apps or by logging on to the website. The voting for the first edition will open on May 16, 2014 while the awards will take place on May 21.

Big Productions will be producing the awards and hopes to organise it in the middle of each month and telecast the awards on the last weekend. So far, they have Wild Stone on board as sponsors but some other brands are also in talks.

Another source of funds will be in the form of films which will use the platform to market themselves. For the first edition, Akshay Kumar will be the face of the awards. This will be in time for his movie ‘Holiday, A soldier is never off duty’. At least three other movies have shown interest in using the platform for cross-promotion since the promo launch yesterday.

To make sure that the awards reach every corner, Star India's entire network along with the Big network will be heavily promoting it. The 45 stations of Big FM will take it to the masses, and along with Star, this is likely to cover around 80 per cent of the Hindi-speaking belt of the country.

Life OK may even use other marketing mediums but as of now they are sticking to this. According to Thakur, they will make sure that the noise is considerable.

Sohini.Sen@bestmediainfo.com

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