MUMBAI: It is the film awards season again and, hence, the time for controversies, and for social media to burst with counter opinions.
Recently, we have had a major award function that has set the tongues, keyboards and smartphones wagging. While the awards from the various publications have drawn controversies since they went commercial since the sponsors got involved, ironically, now while the National Awards seem to be getting more objective, the commercially-backed awards look like they are playing it by the rules laid down by their sponsors.
Which is to say, the sponsors pay huge sums and need to have their say.
What if the sponsor has paid a high price for the OTT rights and still falls short of the recovery target? May be a reputed award will push up the viewership! This kind of things were prevalent in film business for ages. Especially, in film distribution.
It is strange
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