MUMBAI: BIG 92.7 FM has institutionalized a 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 at BIG FM studios in the presence of 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.
The BIG Ugadi Music Awards are 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 six listeners give away the awards to six music directors.