What prompted Hum TV to dip into fashion with its upcoming style awards?
Just when you thought that awards season was done and dusted and even the post-awards celebratory parties had wrapped up, Hum TV Network has decided to have yet another treat in store for you – or not.
Hum TV’s style Awards are slotted to take place this October, promising awards, performances, fumbles, grumbles, the whole shebang.
But wait – haven’t the Hum Awards already taken place this year? And don’t we already have the Lux Style Awards for passing verdicts on style, entertainment and what-not? Is Hum endeavouring to have its say regarding the country’s style quotient?
Read more: HUM TV awards 2015 — Can in-house awards ever be impartial?
“We have always sought to raise the bar in the field of entertainment,” observes Hum Network’s President Sultana Siddiqui. “We have certainly done so with our dramas. I feel that we now need to do the same with events. Greater variety and thereby, competition, will only help the industry get better.”
“Also, as a channel, we can ensure that the events we organise are much more long-lasting. An awards ceremony organized by a sponsor may suffer through budget fluctuations. They may have a grand ceremony one year and merely announce the results the next. But as a channel, we have to make sure that our event is regular and high on entertainment value."
"Our regular Bridal Couture Week is a prime example of this. The event has associated with different sponsors but regardless of this, it has invariably taken place twice a year, every year.”
Also read: There's a new bride in town, and she's wearing fashion week
Sultana has a point. Nevertheless, is Hum TV sure that they have a strong enough grip on style? Case in point; the recent Hum Awards’ red carpet where style was non-existent, replaced by ostentatious, unfathomable wedding-wear bling.