IIFA 2017 not broadcasting live in UK

The International Indian Film Academy Awards (IIFA 2017) will not be broadcasting live in the UK, BizAsiaLive.com can reveal.

The telecast rights of the star-studded event belong to Colors. It had announced earlier this month that IIFA 2017 will be broadcast on Colors live. However, this applies to viewers living in India only. Viewers outside India will be able to watch IIFA 2017 a day after the main event has taken place.

It seems with this move that Colors is cutting the time between the on-ground event and it on-air telecast. Recently, television channels have had a knock on their ratings due to the 3-4 week wait period before an event is telecast. Colors is taking on digital media by becoming the first to telecast a Bollywood event of this stature live as it happens.

At the time of IIFA 2017 launch Raj Nayak, Chief Operating Officer, Viacom18 said, “Colors and IIFA’s association has only strengthened with each passing year. Like always, this year too we promise to bring to our viewers spread across 140 countries the beauty and magnificence of Bollywood through a stunning event that will redefine entertainment. The team is putting tremendous efforts to deck up MetLife Stadium and pamper our stars as they join us to partake in this festivity. The acts, the technology, the presentation, the arrangement everything is going to be world class as we commit to create another beautiful memory for everyone.”

IIFA 2017 takes place at the iconic MetLife Stadium on the 14th & 15th of July.