IIFA puts the spotlight on the South Indian film industry

The Federation of Indian Chambers of Commerce and Industry (FICCI) recently concluded the third Media and Entertainment Business Conclave (MEBC) 2011 in Chennai. The two day conclave in Chennai welcomed the recommendation from Wizcraft International, that the South Indian film industry join hands to create a global platform that presents the South Indian film industry at key markets across the world.

Sabbas Joseph, founder-Director at Wizcraft International, the global event management and communication company, today shared the IIFA success story, wherein key global markets were opened and quantum growth was achieved by the Hindi film industry. The IIFA story also demonstrated the attention that is being given to Indian culture and business by global counterparts.

The weekend for the South Indian film industry would be a huge step towards recognizing the growing importance of South Indian cinema, by celebrating it on a global platform. Joseph spoke of IIFA being a channel for the expansion of the regional film business, generating revenues from International avenues.

Sabbas Joseph, Director – Wizcraft International Entertainment added, “The talent in the South Indian film industry is enormous. We wanted to seize this opportunity to establish a platform for talent to be promoted and honoured on a national level and international level for South Indian films. Regional and Indian cinema have grown into a global phenomenon and we would surely look at promoting and leveraging them on a global platform through brand IIFA”.

With contemporary story lines, advanced technology and fresh talent in the regional entertainment world – regional cinema is becoming popular. Films like “Enthiran - Robot” won the accolades of critics all over the globe. Regional films have been well received at the Berlin film festival and have also won best film awards.

In its 12 years around the globe, IIFA has forged relationships with countries, enabling the promotion of Indian cinema. IIFA has introduced multiple distributors and exhibitors such as Nu Metro, Ster Kinekor, Pathe in markets that IIFA has travelled to. These relationships have clearly helped open these previously closed territories expanding the market and growing revenue. Interestingly, film shootings, production facilities, tax rebates, co-productions have been encouraged and supported through IIFA efforts. In 2004, Singapore Tourism Board along with the Media Development Authority (MDA) announced the sanction of SG$ 100 million to be spent by the Singapore Government on co - production of films shot in Singapore for the next seven years.

Pioneered and executed by Wizcraft International, the International Indian Film Academy (IIFA), is supported by key members of the Indian film fraternity. IIFA is the most respected South Asian film academy and its main highlight, the IIFA Weekend and Awards are India's biggest media event. With a viewership of almost 600 million worldwide, the IIFAs are among the world's most-watched annual entertainment events.