International Indian Film Academy (IIFA) Awards – 2010 will be held in Srilanka. Though the name (IIFA) has India in it, South Indian Cinema or to that matter any other regional cinema was not given enough scope in IIFA. Only Hindi Cinema dominated in it. Many raised the point through the media but IIFA organisers never cared for it. It remained as just another Hindi cinema awards function like Filmfare, Screen awards etc.
But this time news were pouring in that the IIFA biggies are after South Film Celebrities as Sri Lanka has got huge Tamil film market than the Hindi film market. Let us hope the mileage South Indian Cinema gets this time will be continued in future IIFA awards.
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