Hyderabad|India|March'2009:The soul of any movie is Music and Tollywood film industry has always acknowledged the outstanding work of music directors who have added soothing stars to the innumerable movies by delivering some great music over the years. Extending the same spirit and bringing exclusivity to the recognition, BIG 92.7 FM, Hyderabad’s no.1 FM station has institutionalized an exclusive music award called ‘BIG Ugadi Music Awards’. Starting this year, the BIG Ugadi Music Awards will be given every year on Ugadi thus acknowledging the excellence in Tollywood music.

The first ‘BIG Ugadi Music Awards’ was launched recently at BIG FM studious in the presence of renowned music directors and singers from Tollywood namely Chakri, KM Radhakrishnan, Anoop Rubens, Kalyani Malik, Hemachandra and Ravi Verma. The event saw unveiling of the dummy award and the music personalities casting their votes for the BIG Ugadi Music Awards.

Ugadi is symbolically celebrated in AP by preparing special chutney – ‘Ugadi Pachadi’ which reflects six different flavors (sadruchulu) of life namely – Sweet, Hot, Salty, Sour, Tangy and Bitter. BIG FM equates these six flavours of life to those of music and announces the first ever Ugadi Musical Awards on Radio. Each taste is signified best by the mood and tone of a song. The listeners thus choose the best song reflecting a given taste from among a list of three options for each category (six categories- Bitter, Tangy, Sweet, Salty, Spicy and Sour).

The ‘BIG Ugadi Music Awards’ are purely ‘listeners choice awards’ wherein the listeners vote for their choice of song by sending SMS to 55454. The most voted song will top the category and thus the music director of the movie will be conferred the award. For the first time ever the listeners will felicitate the awardees on Telugu new year- Ugadi. The awards culminate in an on-ground award function on Ugadi wherein 6 lucky listeners give away the awards to 6 music directors.

Reachout's News Bureau
 March' 2009