MUMBAI: Those looking forward to watching the Zee Rishtey Awards coming Sunday are in for a visual extravaganza.
For the first time in the history of Indian television, a Heli-cam has been deployed to shoot all the acts live at the venuem that is, at the Andheri Sports Complex.
For the uninitiated, Heli-cams are known for their flexibility and small size, and are used globally to capture aerial photographs and moving images. The technology has been of great use to professionals including astronauts and scientists for procuring panoramic views of the Earth but it is yet to make its debut in the Indian television industry.
Exults director Zee Rishtey Awards Arun Sesh Kumar: “The camera is being used in films too these days, but nobody has used it for TV shows in India till now.” Kumar, who is fascinated by the technology, wanted to bring it in to shoot the Awards that have been planned on a gigantic scale.
Just the platform set up by Umang Kumar for the performances is 1060/80 feet; he informs, pointing out that the Heli-cam has entered the Indian market just a month and a half ago.
“We have spent a bomb to rent the camera that is usually imported from the US. The good part is that it came with an operator who was a pro at handling it and we got enough time to rehearse and get a hang of using it with ease,” says Kumar, adding that the Heli-cam has helped them capture every nook and cranny that was hitherto unreachable. It took almost 48-hours for the team to shoot the entire show.
Kumar says that the camera has been used to capture some of the interesting moments that goes on among the audience. Besides, it has even helped in getting a better view of some of the exciting acts in the show.
And, the camera isn’t the only first at the upcoming awards. The Zee programming team has come up with a few innovations, with Sharmistha Roy Banerjee, creative director of Essel Vision that has produced the show, working for over a month to get everything in place for the big night.
According to Kumar, “This year’s show is much better and bigger than any of the past years,” with artistes from Zee’s many serials roped in for the event.
Another first is that in keeping with Zee’s theme, Vasudhaiva Kutumbakam (the world is my family), the channel is extending a gesture of friendship to other channels. Kumar reveals that Zee Entertainment Enterprises Limited MD Puneet Goenka has come up with the idea of felicitating top shows from other channels; marking the opening of a new chapter in Indian television history. “I agree that channels are always at war. But rivalry doesn’t need to be taken to the level of enmity,” says Kumar, who thinks the initiative will work well for the industry.
With so many new beginnings, the awards, to be aired on Zee TV on Sunday, 1 December, have got good sponsors too, reveals a source from the marketing team. Vaseline is the title sponsor and the show is powered by Vatika Enriched Coconut Oil. Lacto Calamine Reneu is the Co Presenting Sponsor and Colgate Active Salt Healthy White, Dabur Chyawanprash, JOY Skin Fruit Face Wash, LIC, Johnson Baby Cream are the associate sponsors.
In the integrated digital marketing campaign, where social media is complemented by a QR code initiative, on-ground and off-line promotions, a dabbawala named Kiran Gavande narrates his story, establishing how he goes about his life. The online banners direct the website visitors to the video on YouTube brand channel of Siemens, which then directs the visitor to the Siemens web site with details on the actual Siemens technology that has contributed to the dabbawala’s life.
