MUMBAI—The votes for The 17th Indian Television Academy (ITA) Awards have been cast, and record-breaking numbers have been revealed. A staggering one crore votes cast across categories have broken all previous records, not just in terms of the sheer numbers, but also on time spent by voters on the official voting website, www.ita2017.com. The average session duration on the website was 4 minutes 15 seconds, making it higher than the internet average of 3.43.
The Indian Television Awards is an endeavor to galvanize the entire work-force of the television industry in India. Every year, viewers get to vote for talents that truly deserve accolades for their work. These categories include Best Actor – Male, Best Actor – Female, Best TV shows, Best Entertainment Channel, Best News Channel– Hindi, Best News Channel – English, and many others.
Commenting on the historic mandate, Anu Ranjan, president, ITA, said, “We had a massive digital outreach this year. We wanted to target the youth to participate in the voting process, through social media platforms such as Facebook, Twitter, Instagram and Whatsapp. The votes were registered through our website and also through SMS. The breakup of the votes received is 68 percent from India and 32 percent from other countries.”
Raj Nayak, COO, Viacom18, said, “One crore is not a number, it is a revolution that has set a brand new benchmark not only for us but also for the industry. There is premium content being created for television today, reaching out to viewers across all age groups. With internet adoption acquiring new heights and content being available across various platforms, the power lies in the viewers’ hands today, and they are well aware of it. This mammoth number proves that they want to communicate their choices. These votes are a celebration of that. We are thankful to our viewers for being so participative, and we promise them that the scintillating award ceremony will surely live up to their expectations.”
Shashi Ranjan, convenor of ITA, added, “The results have stunned the industry and TV analysts alike. Reaching the magical figure of a crore has been a validation of our approach. The staggering results have shown the reach and popularity of TV as a medium across the country. In fact, the participation of fans from countries other than India has been very encouraging.”
74.1 percent votes were cast by women – completely defying gender behavior online. Cast globally, 5.35 percent votes came from the USA and 4.49 percent from Indonesia, followed by the rest. Unsurprisingly, the majority of votes were cast by mobile users, at 84.06 percent, followed by 12.30 percent by laptop and a minority of 3.55 percent by tablet users.
The gala event of Indian Television Awards was held on Nov. 5 in Mumbai and was hosted by Manish Paul and Ali Asgar. The event witnessed performances by Arjun Bijlani, Adaa Khan, Rashmi Desai and Shubhangi Atrewith fun acts by Mouni Roy, Shantanu Maheshwari and Ravi Dubey.