RBNL, STAR India and TMA join hands to launch Big Star IMA Awards 2011

Mumbai : India’s colossal broadcast media companies, Reliance Broadcast Network Limited through its experiential marketing arm BIG LIVE along with Star India Pvt. Ltd to launch India’s biggest music awards, in partnership with the Indian Music Academy to recognise and honour music maestros talent across all genres of music through the ‘BIG STAR IMA Awards 2011’.

The ‘BIG STAR IMA Awards 2011’ is aimed at recognizing music talent from all over the country and across every genre of India’s rich and diverse landscapes, right from the Classical base to the Hindustani, Carnatic, Folk, Ghazal, Sufi or Qawali which brings out the true essence of Indian culture to the latest Bollywood, Pop and Jazz that are attracting the gen next… These awards are truly the right blend of celebration of music in India.

The ‘BIG STAR IMA Awards 2011’ Jury comprises of renowned veterans and respected musicians from the Indian music fraternity, who will judge five special categories which they excel in. Each category widely imbibes music from different backgrounds such as Hindustani, Carnatic, Folk, Ghazal, Qawali, Jazz, Fusion and Film music.

The ‘BIG STAR IMA Awards 2011’ will also be showcasing special Popular Category Awards. These awards are distinct as they are chosen by the listeners of 92.7 BIG FM the radio arm of Reliance Broadcast Network Limited across its 45 station networks. Extensive digital promotions and on ground activations will be executed to create buzz amongst the listeners who will vote for their favorite lyricist, composers, musicians and singers in the popular category.

BIG Live, the experiential marketing arm of Reliance Broadcast Network Limited that had recently announced the opening of the nomination entries for ‘BIG STAR IMA Awards 2011’ received an overwhelming response from the Indian music fraternity with a record no of over 3000 entries. Stalwarts of the music industry like Sonu Niigam, Shaan, Mohit Chauhan, Salim – Sulaiman, Shankar – Ehsaan – Loy, Pritam . Sajid- Wajid, Devaki Pandit, Dr. Jayanti Kumaresh, Ashwini Bhide, Jalabee Cartel, Vishal Bharadwaj, Pt. Ronu Majumdar, Rahul Sharma, Irshad Kamil and many more participated in their full strength. Apart from these well known personalities, ‘BIG STAR IMA Awards 2011’ also received entries from music company giants like Sony Music, Tips, Saregama India, Blue Frog, Ninaad Music, Times Music, Universal Music, Eros and EMI.

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 as well as a credible music academy that has been supported by veterans from the music industry will see synergies come into play to offer a platform through its multiple touch points that will create an unprecedented impact. We endeavour through this and future initiatives to offer audiences superior entertainment while parallel serving marketers who have a strategically integrated approach to their campaigns” .

Commenting on this unique venture, Sanjay Gupta, COO, Star India Pvt Ltd., said, “The BIG Star IMA Awards2011’ will witness the coming together of STAR India Pvt Ltd., Reliance Broadcast Network Ltd as well as the Indian Music Academy that will leverage all its expertise in making the awards one of the biggest musical event in India. While Reliance Broadcast Network is commended for its vast radio and digital penetration, STAR One – STAR India’s second Hindi GEC and India’s young, urban channel, has a sizeable chunk of the youth audience who are also the largest consumers of music. Together we are all set to create superlative entertainment reaching out to our viewers across various platforms.”

Durga Jasraj, Co-founder, IMA commented on the association with Reliance Broadcast Network Limited, “It gives me a great sense of joy and pride to create these awards which aim to recognise Annual Excellence across the Music industry value chain. The carefully selected representative jury will ensure that BIG STAR Indian Music Academy Awards 2011 will emerge as the singular and most rigorous recognition of world-class quality of Indian Music.

To ensure maximum reach and multiple touch points for the ‘BIG STAR IMA Awards 2011’, Reliance Broadcast Network Ltd has formulated an integrated promotional plan across all properties of Reliance ADAG companies. No stone will be left unturned and all the arms of the company including BIG Cinemas – as Multiplex Partner, Zapak.com – as Online Partner Backed with its extensive reach and spread across 52 offices in India, reaching out to over 52,000 villages and over 200 million Indians, Reliance Broadcast Network Limited will also ensure a holistic approach to the property with the promotion of the awards at a wider scale across its various verticals ranging 92.7 BIG FM for the on air promotions on radio, BIG Street for the Out of Home amplification, BIG Digital for online and digital communication as well as BIG Live for on-ground activities including concerts across the cities of Kolkata, Delhi, Bhopal and Chandigarh.

The awards are truly based on the authenticity and credibility which are provided to the musicians, for the musicians and by the musicians. IMA the prestigious venture was founded by Pandit Jasraj and received a full fledge support by stalwarts like Ustad Amjad Ali Khan, Ustad Zakir Hussain, Pandit Hari Prasad Chaurasia, Asha Bhosle, Pandit Shiv Kumar Sharma and Javed Akhtar.

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