The International Indian Film Academy (IIFA), a reputed South Asian film academy, has announced plans to host this year's IIFA Weekend and Awards function in Sri Lanka.

Speaking of the IIFA Weekend and Awards moving into its second glorious decade, Amitabh Bachchan, IIFA Brand Ambassador said the 11th edition of IIFA will be held at the country’s capital, Colombo, from June 3 to 5.

“On behalf of IIFA, we are very happy to bring the IIFA experience to our hospitable neighbour, Sri Lanka. As a member of the film industry, I look forward to another luminous decade, as IIFA journeys forth, sharing the Indian cinematic movement with the world, and simultaneously share with the world, the emerald isle, Sri Lanka,” he added.

As always, the IIFA Weekend, Sri Lanka will be a culmination of mega events that brings Indian cinema to the world, he noted.

'The IIFA Weekend includes the high-profile Ficci IIFA Global Business Forum, the IIFA Foundation Fashion Extravaganza, the IIFA Foundation Celebrity Cricket Match, World premieres of Indian films, IIFA Film Workshop and the climax of the Weekend, the spectacular IIFA Awards.'

'The IIFA Awards is the biggest South Asian media event and is considered among the most-watched annual global events,' he said.

In its eleventh year, IIFA steers forth to strengthen its vision of building bridges across businesses, communities, nations and cinemas creating ‘One People. One World.’

Having taken the Weekend and Awards to various beau locales world over, from London to Amsterdam, Dubai to Johannesburg, IIFA has created lasting experiences in these countries, opening new markets for Indian Cinema and its cinematic culture.  

Sabbas Joseph, director of IIFA said, “We are proud of IIFA’s progression over the last 11 years and it is heartening to see IIFA now step into Sri Lanka. IIFA 2010 will see the best line-up of performances and entertainment par excellence as the best of Indian cinema will descend on Colombo in June..”

The Ficci IIFA Global Business Forum 2010 will be held on the second day of the IIFA Weekend. The Forum is an endeavor to bridge boundaries between India and Sri Lanka and will be used to further trade opportunities and cinema between India and Sri Lanka.

It is a dynamic global platform providing the industry with an opportunity to deliberate on a diverse range of business, bilateral economic and political issues, he added.

The event will be broadcast globally on Star Plus reaching viewers across Asia, the Middle East, Europe and North America.

Commenting on its association with IIFA, Sanjay Gupta, COO of STAR India said, ' As the exclusive Global Broadcast Partners for the sixth year of IIFA Awards, Star Plus will enable its viewers to catch the most exciting Indian Film Awards extravaganza of the year.'-TradeArabia News Service