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Life OK to build on non-fiction with monthly award property
MUMBAI: Life OK is set to build its non-fiction segment with a monthly award property ‘Life OK Now Awards’, created in association with Reliance Broadcast Network’s Big Productions.
The channel already has an event property ‘Screen Awards’.
Life OK general manager Ajit Thakur said, “We have innovated a lot in fiction and now we want to grow in events. Screen awards helped us start on that path and now another award property will help us build on that. This is a gratification of the ‘now’ and ‘instant’.”
The seed of this idea was sown a month back. Conceptualised by Life OK, the awards will be produced by Big Productions and have Big FM as the radio partner.
As part of the promotional campaign, Life OK will be creating engagement across the country by promoting various award categories across multiple media platforms. The awards property will reach HSM audiences through Life OK’s distribution network.
Targeted at a younger audience between 18-24 years, the monthly awards will celebrate content across films, music and Life OK’s own TV content.
Apart from being a monthly property, the USP of the show is that it will see 100 per cent audience voting and a jury panel will only shortlist the films for nominations.
Appealing to the popcorn generation, a monthly award property has challenges of its own, and Thakur believes it will take 2-3 shows before it gets established. The event will not be held during the month of in July as the box office witnesses a lull period then. Life OK intends to make this up by scaling up the event and launching an extension of the property in June, with a bigger scale around Diwali.
“Youth consume content instantly and if there is so much happening every month, why should we wait for awards once a year? It is primarily a Bollywood award but we will also celebrate the success of Life OK and scale it every month,” he added.
The first edition of the awards will be held on 21 May in Reliance Studio. The event will be aired on Life OK as a two-hour show at 8 pm on 31 May. The shooting for the event will take place on the 15th of every month.
The event will also act as a platform for film promotion. For the first edition, Life OK has associated with the upcoming film ‘Holiday’ and Akshay Kumar will be the face of the awards. The awards will also see the lead pair Kumar and Sonakshi Sinha performing.
Apart from film promotion, the channel too will unveil its new show ‘Baawre’ at the event with Neelesh Misra.
The voting for the first edition will go live tomorrow. Viewers can vote through a missed call, by downloading the offical app on Android or on the website.
Wild Stone has already come on board as the powered by sponsor and the channel is on course to sign the title and associate sponsors, taking the total number of advertisers to six.
The films for the awards will be shortlisted on a monthly basis. The movies for this edition include ‘2 States, ‘Main Tera Hero’ and ‘Bhootnath Returns’.
These films are shortlisted by a jury panel initially comprising officials from Life OK, Big Productions and industry experts.
The categories for the award will be mainly from the film segment including Best Film, Best Actor Male, Best Actor Female, Best Bollywood Song and more, totalling to 11 categories. There will be only one TV category Hero of the Month that will honour the talent from the Life OK family.
The categories will change as per the theme of movies releasing every month, and moving ahead will also incorporate a social and corporate contribution rather than just a Lifetime Achievement Award.
For this edition, the nominations for Hero of the Month are Tara from Ek Boond Ishq, Paakhi from Tumhaari Paakhi and ACP Diler from Shapath. The nominations for this category were decided on the basis of the ratings of shows from Life OK.
Currently working on further developing the awards, Big Productions has lined up seven acts which include performances by Rithvik Dhanjani, Elli Avram, Bad Salsa and more. It will be hosted by an innovative pair of Richa Chaddha and Varun Sharma of Fukrey fame. The two will be seen indulging in a lot of gags aiming to add another layer to anchoring.
The channel is aiming for 80 per cent of the buzz to be created on Star network and its channels, especially with the ongoing season of IPL.