MTV India and the industry umbrella body - the Indian Music Industry
(IMI) - are reportedly working out the logistics to hold what will
be the "Indian chapter" of what has become an iconic event for youth
across the globe.
Indian musicians and their fans would certainly welcome such a
move considering the short shrift given to Indian artistes at the
MTV Asia Awards, which has more of a Far Eastern cultural sensibility.
Whether any big international acts like Avril Lavigne, or Robbie
Williams would deign to come down for something like this remains
to be seen. But the success of the recent Rolling Stones tour to
India may just sway the uppity types (and Mr Williams certainly
falls in that category). A real coup though, would be if multiple-Grammy
Award winner and the flavour of the season Norah Jones (Ravi Shankar's
"estranged" daughter) could be persuaded to perform.
And how successful would the awards be? Previous music awards -
The Channel [V] Music Awards - ran for a couple of years before
they were discontinued. MTV will have to tread carefully to ensure
that they don't go the way the earlier awards went. Also Zee has
been running its Sangeet Awards - though they were of a different
Williams, Jay Chou standout acts at MTV Asia Awards 2003