MUMBAI: One of the ways in which Star Movies is looking at differentiating itself from the competition is through special events like award shows.

It will air this years edition of the World Stunt Awards on 1 August at 9 pm.

The show used to previously air on AXN. Speaking to Indiantelevision.com this morning Sony's assistant VP marketing Rohit Bhandari who looks after AXN in India said, " We took the decision last year not to renew the license.

"In terms of popularity it was not doing well despite our efforts to build up the brand. The return that we got on our investment was limited. It does not have the huge cachet of the Oscar Awards (also air on Star Movies). Not many Indians are aware of the fact that there is an award show that recognises stunt work."

Bhandari pointed out that the broadcaster had opted to concentrate on larger properties like World Rally Championship (WRC). "Three years ago when we started The Amazing Race we discontinued Survivor. Our strategy has always been to move on by looking at the next hot thing. However apart from the World Stunt Awards all the other other properties are continuing. Fear Factor and The Amazing Race have just entered new seasons."

As far as promoting WRC is concerned Bhandari stated that while the channel had tied up with a few auto magazines to get across the message the strategy for the first year is to simply let the property sink in among the viewers.

Coming back to the World Stunt Awards on Star Movies viewers can see Keanu Reeves getting the award for best action movie star. In addition veteran stunt professional Ronnie Rondell, whose work has contributed to films including Speed and Thelma & Louise, has been chosen by the World Stunt Association to receive the Lifetime Achievement Award. Carmen Electra will co-host the show alongside regular Dennis Hopper.