Spotlight: The Hum Network eyes style
Awards ceremonies follow a familiar terrain; a grand stage ablaze with lights, celebrities galore, song, dance, designer-wear and the giving out of golden statuettes. More than anything else, awards are formulaic variety shows of sorts, calculated to enamour the TV audience for whom they are ultimately filmed. A whole lot of razzle dazzle but not something that hasn’t been seen before.
And so, when the Hum Network decided to set its eyes on style by launching the QMobile Hum Style Awards (QHSA), one wondered if yet another awards show was even necessary, especially another one that purports to celebrate ‘style’ over substance.
Sultana Siddiqui, President of Hum Network, explained, “Having more awards ceremonies will only increase competition and improve standards. We want to set a precedent by presenting fair results, encouraging new talent and raising the bar for stage performances.”
Obviously, the network also hopes that the show will raise viewership for them when aired over weekends and festive occasions. This obviously led to the commentary prior to the show that the QHSA were going to be just another TV ‘special’, organised by a powerful network, where their particular favourites would be recognised. After all, Sultana Siddiqui had always referred to her long-established drama-centric Hum Awards as ‘morale-building’ exercises where most of the accolades were given to her own productions.
Is yet another awards show really necessary, especially one that purports to celebrate ‘style’ over substance?
The QHSA were aware of this critique, it seems, for the nominees — and winners — were varied, extending beyond the ‘Hum family.’ They also probably knew that, in order to get attention, they needed to play a newer tune. Perhaps for this reason, one saw them visibly making an effort to bring forward newer talent.