MUMBAI: After several years of lull, the industry finally seem to have woken up to music, as row of music awards are announced to felicitate the fraternity. The latest entrant to this bandwagon is Channel [V], who has announced the �Channel [V] Sound Box Music Awards' in partnership with Select Media Holdings Pvt. Ltd. The awards will recognise both Bollywood and non-Bollywood Hindi music talent.
In the past few years, the industry is surging with awards meting recognition to talent in music. Mirchi Music Music Awards, Big IMA Awards and couple of others have been announced along with few regional awards. With Bollywood hogging the limelight in every music award, the days of step motherly treatment booted out to the non-film genre may finally see an end as most of these awards are pushing the latter category as well.
Commenting on the pioneering initiative, Channel [V] general manager Prem Kamath said, So far music has been widely recognized as a category in popular Bollywood Awards, but for the first time in India, we are set to recognize and felicitate the contribution of great musicians through an exclusive Award function. In terms of scale, scope and bringing the entire Music industry, this initiative will be unprecedented. We are extremely pleased to associate with Select Media Holding Pvt. Ltd. who will help bring this function alive for the benefit of millions of viewers in India....
Elucidating the association with Channel [V], SMHPL's Rajnish Khanuja said, We are very happy to partner with a young and vibrant brand like Channel [V] and host an award that will bring connoisseurs of Indian music together....
Speaking of the awards, T-Series managing director Bhushan Kumar said, It gives me immense pleasure that Channel [V] has taken this initiative to recognize the talent that exists in the music industry and this is sure to be a boost to the music industry at large. We are very happy to support this venture.... Adding on, There is a lot of young and budding talent in the music industry and these awards are sure to give an impetus to their talent and will prove to be a robust platform to recognize them,...says Universal Music India Private Limited managing director Rajat Kakar.
The awards will be produced by Select Media Holding Pvt Ltd. and will be jointly hosted by Channel [V].