Mediocres may not have any claim to fame, but the ?worsts? definitely do. After two English news channels ? NDTV and CNN-IBN ? felicitated the ?best? Indians and Star-Screen awards kickedstarted the Bollywood awards season this year, its now the turn of the Outlook group to institute the Follywood Awards 2007.
Modelled on the Golden Raspberry Award of Hollywood (popularly known as the Razzies), the award launched in 1980, the Follywood Awards aim to announce the ?worst? in the categories of film, actor, actress, story and fashion disaster for 2007. ?Year after year, people are lauded for their contribution to the film industry through various ways. Follywood would provide a platform to acknowledge those who robbed us of our time and money,? said Maheshwer Peri, president and publisher, Outlook group.
On the lines of the Razzies, which announces names just a day before Motion Picture Academy decides on its Oscar nominations, Outlook has timed its Folly awards in the usual Bollywood awards season. On whether Outlook is planning a trophy or an awards ceremony, both of which are an integral part of Raspberrys awards, Peri said, “For now, we shall just publish the results. It may take us another 10 years to grow to a level where we (Indians) can accept such dishonour with grace.?
A sceptic media analyst, who did not wish to be named, pointed out that historically formats that are negatively inclined haven?t succeeded?in Indian media. Citing the example of a now forgotten game show Kamzor kadi kaun on Star TV (based on BBC?s ?the weakest link?) that failed to make a mark, the analyst stated, ?If we go by past experience, I don?t think the Indian psyche is mature enough to accept these awards at this stage.? However, Anurag Batra, editor-in-chief, exchange4media.com sees potential in the format. ?Today, user-generated content and audience participation matters a lot and this format goes well with ?the contrarian? position that Outlook is known to adopt. Moreover awards are a way to extend your media brand’s relevance.?