MUMBAI: On the eve of amma's birthday, Saregama India Ltd is instituting The Hindu Saregama MS Subbulakshmi Awards to celebrate the voice and persona of the veteran artiste. The event is co-hosted by Sheraton Park Hotel and Towers, Chennai.

Apart from this, the music and entertainment company - Saregama will also launch its new product which is a collection of �MS Subbulakshmi's songs to Tirupati Lord Balaji'.

The entire world, not just our country has been blessed with her voice, and Saregama has had the honor of taking her voice into people's hearts and homes. She always believed in encouraging new talent, and with this award we hope to keep that sentiment alive..., said Saregama India Ltd VP Atul Churmani. With the �MS Subbulakshmi sings to Lord Balaji' product, we have created the ideal gift for any occasion – be it for a couple beginning their life together, moving into a new home or celebrating their birthday, this collection is a blessing in itself....

The Hindu Saregama MS Subbulakshmi award is to be awarded to one up-coming, promising Carnatic musician every year. The awardee will receive one album to be produced and marketed by Saregama, four concerts organized in different cities, one television performance and one radio air play.

The panel for 2010-2011 awards includes renowned Carnatic singer Sangeeta Kalanidhi Vedavalli, eminent journalist and playwright Gowri Ramnarayan and distinguished musician and composer Rajkumar Bharati.

The Hindu Saregama MS Subbulakshmi Award recognizes the pursuit of excellence in a young Carnatic musician dedicated full-time to the art form, who is rooted in tradition and unafraid to face the challenges of today while preserving the inherent values of music,... defines Ramnarayan.

Celebrated musicians Sangeeta Kalanidhi TK Murthy, RK Sriramkumar and Vikku Vinayakaraman will be felicitated for their long association with MS amma. HMV's KS Raghunathan will also be honored for engineering the sound for most of MS amma's soundtracks.