Monday, August 20, 2007

New UK Movie Awards Launched

British broadcaster ITV has announced the launch of a new UK-based film award, to be called the National Movie Awards. Based on the format of ITV's National Television Awards, the winners will be selected via a public vote and the awards ceremony will be broadcast on national television. The National Television Awards were launched in 1995 and have become a firm favourite with the public, who vote using text messaging, phone calls and online polling. The broadcast of the 2006 awards ceremony had a TV audience of over seven million. The new Movie awards will use the same populist approach, with the public also able to collect voting forms in any UK cinema. The 2007 National Movie Awards will feature categories such as Best Family Film, Best Action Film, Best Comedy and Best Animation. Films must have been released for public viewing between September 2006 and August 2007 to be eligible. It's a smart move by ITV, capitalising as it does on the huge appetite for 'popularity poll' television such as Pop Idol, The X Factor and Britain's Got Talent. Add to this a touch of movie star glamour and high quality movie clips, and it looks like a successful formula. The inaugural National Movie Awards ceremony will will be held at London's Royal Festival Hall on 28 September, with a national broadcast of the event the following night.