Indians are crazy about Bollywood, but the Star Parivaar Awards garnering the highest TVR across general entertainment channels in two years proves that television rules. The ceremony telecast on March 24 got 6.4.
TVR — the highest for any award show in 2011 and 2012.
The show not only fared better than other TV award shows, but many Bollywood award functions too. The 18th Annual Screen Awards which shifted to Colors this year got 5.36 TVR in January, with Colors’ Golden Petal Awards, Star Plus’ Entertainment Awards and Sony’s Filmfare Awards were the top five.
Star Parivaar Awards promoted their show through various on-air and on-ground activities this year. They even used 3D mapping technology, which added a completely new dimension to the viewing experience. At the function, TV stars stay ‘in character’ throughout the show and receive awards for their characters than their real self.
Nitin Vaidya, business head, Hindi channels, Star India, says, “The success of the show underlines the bond people have with the channel and the characters. Our focus has always been to entertain and provide fresh stories, technology and characters.” Last year the awards were held on a grander scale in Macau. Explaining why the channel chose Mumbai and not a foreign destination again, Vaidya says, “This year we wanted to host the awards in a city closer to the audiences. We also conducted eight city visits to reach our viewers.”
War of TVRs
Star Parivaar Awards 2012 - 6.41
18th Annual Colors Screen Awards - 5.36
Colors Golden Petal Awards - 4.98
Big Star Entertainment Awards 11-12 - 4.63
Sony’s Filmfare Awards 2011 - 4.59
Star Plus’ IIFA AWARDS 2011 - 4.39
Zee Cine Awards 2012 - 4.4
Zee Rishtey Awards - 4.2
(Ratings have been acquired from TAM)