MUMBAI: In a multi-year deal, Vh1 has bagged the rights for the music industry’s biggest event The Grammy Awards which will air on 14 February at 6.30 am with a repeat at 9 pm.
Earlier the event was telecast on Star World.
Vh1 will be running content around the event from January to March. The show recognises various genres of music including pop, rock and classical.
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Vh1 head Ferzad Palia said, Our treatement of this event will be different. We are not looking at it as just a one off event. We want to give it the respect and worth it deserves which in the past might not have been the case. This will boost our reach and help increase perception. We expect the upper scale youth and older people to watch this.”
With exciting programming around the event, contests to watch the show live in LA and a massive marketing campaign, Vh1 is dedicating the first 60 days of 2011 to the Grammy Awards.
“We are committed to making this the most watched telecast of the show ever in India,” says Palia.
Over the next three months, shows and initiatives will kick off. The channel will kick off the ‘Ticket to Ride to the Grammy’ contest. While the modalities are being worked out, two winners will be flown to Los Angeles for the event.
The broadcaster will do a 360 degree marketing initiative to create awareness for this, covering multiple touchpoints including gyms, malls, cinema halls.
There is a Grammy Nominated Videos Music Block which will showxcase the nominees. The Grammy Winners Music Block will showcase past winners. Once the 2011 edition of the Grammy Awards is over, this block will feature the current winners. My Night At The Grammy is a post event special and will get reactions and check out on fashion.
