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IIFA Awards adds new features; partners with STAR this year

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IIFA Awards adds new features; partners with STAR this year

Indian film industry awards might be present today by the dozen but IIFA ensures that it goes the extra mile to bring in differentiation. In its sixth year, IIFA has changed its telecast platform and would be aired on Star Plus. The venue this year is Amsterdam but the most interesting feature of the awards this year is the inclusion of 'FICCI - IIFA Global Business Forum'.

The FICCI-IIFA Global Business Forum will include producers and distributors holding discussions on the business of entertainment. Sharing more on this, the brand ambassador for IIFA, Amitabh Bachchan said, "The objective of the award is to benefit Indian cinema but this year we have gone a step ahead and brought in the global business forum so that we can also reap other productive benefits from the awards."

Last year the awards were for three days. However, the IIFA Weekend is extended to four this year and will be held from June 9 to June 12, 2005. The agenda includes awards ceremony, a celebrity cricket match, a world premiere, a sneak peek into forthcoming films and a film festival. The festival will air as many as 25 films ranging form Veer Zaara and Murder to Black and Shwaas.

With the last IIFA, the contract with Sony Television to air the awards was over and this year IIFA has tied up with the Star Network. STAR India is excited with the development. Sameer Nair, COO, STAR India, expressed, "Just as we have grown over the past five years, we have seen IIFA grow from strength to strength in this period and now it has finally come to STAR. IIFA has an important message for the world and we will ensure that the message is adequately taken worldwide across the News Corp network."

He further added, "With the relation we have with Mr Bachchan, I think he is more of a STAR India brand ambassador. He has played a key role in our success and with KBC 2 back, all I can say, is Welcome back Sir." IIFA is all set to 'rock' Amsterdam this year and as for the change in channel impacting the performance of the awards - that would be an interesting watch.


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