Twitter this year has partnered with Filmfare Awards through Twitter Amplify, which will see Filmfare broadcast exclusive curated content live from the Twitter Blueroom at 6:30 pm on February 18, an hour before the television airing of the 62nd Jio Filmfare Awards 2017. The special broadcast will be available worldwide to all of Twitter’s logged-in and logged-out audience and on all connected devices. It will include a special show live on Twitter from the Blue Room with film director Karan Johar and Filmfare editor Jitesh Pillaai, and will be hosted by digital creator and famous comedian Abish Mathew.
The special broadcast streamed from Filmfare will see Karan and Jitesh reveal some juicy inside scoop on some of Bollywood’s biggest stars and share interesting backstage trivia from this year’s award show. As the trio will speak about movies and also engage in a fun Rapid Fire Round, which will pit Karan and Jitesh against each other, fans will get a special sneak peek into Bollywood’s biggest night exclusively on Twitter. The Twitter broadcast for the 62nd Jio Filmfare Awards 2017 will begin with the Red Carpet episode and run through the final broadcast of the awards on television this weekend.
Filmfare owner Worldwide Media CEO Deepak Lamba said “Filmfare is always looking for innovative ways to bring the best of Bollywood to fans all over the world. We are thrilled to team up with Twitter and provide users around the world never-before-seen glimpses from the event and behind-the-scenes peek into one of the most prestigious awards in the film industry. The idea is to enhance the digital footprint of the Filmfare brand with this first-of-a-kind partnership for any awards property in India.” (ALSO READ: Jio Filmfare Awards 2017: Salman Khan will perform on Sultan song Baby Ko Bass Pasand Hai! Iulia Vantur to join! (video))
Twitter India head of entertainment Viral Jani said, “People come to Twitter to be a part of the social TV conversation around celebrities which is constant on Twitter. Twitter is where the virtual world of entertainment unfolds, and we are excited to have Jio and Filmfare on board to further enhance Twitter’s second-screen experience. Our collaboration with Filmfare will give fans a sneak peek into exclusive content that they can engage with on Twitter while viewing the content on television.”
Twitter Amplify enables media companies and brands to capture the excitement on TV and distribute it to fans and audiences across Twitter, far beyond their existing followers. Audiences can immediately relive that moment or experience it for the first time on their mobile phones while they engage in Twitter conversations.