MUMBAI:The Grammy Awards are back. And they will be airing once again on the Star Network's English language channel, Star World, and music service Channel [v] come 28 February, 6:30 am-9:30 am. Star India is looking for partners for what is being pegged as the world's biggest music awards show. On offer are four associate sponsorships for Star World for Rs 1.5 million a piece while the presenting sponsor will have to shell out Rs 2.5 million. The Channel [V] deal relates to three associate sponsorships (Rs 1.74 million each) and a single presenting sponsor (Rs 2.49 million).

The 44th edition of the annual awards features 28 musical genres, ranging from pop and gospel to reggae to polka.This year's new category entrant is Best Rap-Sung Collaboration taking the total number of awards to be handed out to 101.

Attendees will include the biggest bands in the world like U2 and Aerosmith, the man himself, Bob Dylan and current favourites like Nelly Furtado, Janet Jackson, 'Nsync and Alicia Keyes. Among the frontrunners for the awards this year include U2 (eight nominations, including album of the year), India Arie (seven nominations), Alicia Keys (six nominations), Pierre Boulez (six nominations), Alison Krauss, Brian McKnight and Outkast (each with five nominations), and T Bone Burnett, Nelly Furtado, Train, Steven Tyler and Lucinda Williams (four nominations each).

The show will have repeats on the same day at 5:30 pm and on Sunday 3 March at - 11:30am on Star World while the repeats on Channel [V] will be on 1 March at 11 pm and Saturday 2 March at 5 pm.

The pitch that the Star Network is making to advertisers: "Associate your brand with the music industry's biggest and most respected awards show and Target up-market English speaking viewers across India."

Will advertisers bite?