The
Idea
Filmfare
Awards
are
here
again!
Taking
the
legacy
forward,
the
pioneers
of
Indian
film
awards
announced
the
59th
Idea
South
Filmfare
Awards
2011
to
be
held
at
Sports
Development
Authority
of
Tamil
Nadu,
Chennai
on
July
7th,
2012.
Rana
Daggubati
and
Deeksha
Seth
along
with
Mr
Tarun
Rai,
Chief
Executive
Officer,
Worldwide
Media
and
Mr
Sashi
Shankar,
Chief
Marketing
Officer,
Idea
Cellular
lit
the
lamp
at
a
press
conference
at
The
Park
Hotel,
Hyderabad.
Filmfare
has
always
honoured
the
spirit
of
excellence
in
cinema
and
over
the
years,
the
Filmfare
trophy
has
occupied
a
place
of
pride
in
star
homes.
Over
2,500
Black
Ladies
have
been
awarded
till
date.
The
musical
maestro,
Mr
AR
Rahman
was
the
recipient
of
the
2500th
Black
Lady
at
the
57th
Idea
Filmfare
Awards
(Hindi),
held
in
January
this
year.
The
59th
Idea
South
Filmfare
Awards
2011
celebrates
the
sparkling
talent
in
the
Southern
film
industry
and
also
brings
unparalleled
entertainment
to
the
audience.
From
celebrities
walking
the
red
carpet
in
their
gorgeous
attire,
thrilling
stage
performances
to
the
suspense
winners
of
the
evening,
it
promises
to
be
an
exhilarating
evening.
This
year
too,
South
Indian
audiences
were
invited
to
vote
for
their
favourites
across
10
categories
each,
in
Tamil,
Telugu,
Kannada
and
Malayalam
films.
Nominees
will
be
selected
through
the
public
voting
process
that
Filmfare
is
known
for.
Mr
Tarun
Rai
said,
"The
size
and
stature
of
the
South
Indian
film
industry
never
ceases
to
amaze
me.
This
year,
451
films,
across
four
states,
are
competing
for
the
coveted
Black
Lady!
It
is
four
times
the
number
of
movies
that
were
made
in
Hindi.
The
talent
in
the
South
is
immense
and,
we
at
Filmfare
are
proud
that
over
the
last
six
decades
we
have
celebrated
and
facilitated
this
talent."
Mr
Sashi
Shankar
said,
"This
is
our
fourth
year
of
association
with
the
South
Filmfare
Awards,
a
partnership
that
has
strengthened
our
wide
reach
across
the
region
and
one
of
the
many
initiatives
that
has
made
Idea
Cellular
one
of
the
most
recognised
brand
in
the
country.
Idea
is
trusted
by
millions
for
their
ability
to
transform
their
lives
through
its
wide
spectrum
of
products,
services
and
path
breaking
campaigns.
Idea's
association
with
such
premium
programs
enables
it
to
offer
rich
content
to
its
subscribers,
making
it
the
highest
VAS
revenue
grosser
in
the
industry."
The
South
Filmfare
Awards
were
held
at
the
prestigious
Kalaivanar
Arangam
in
Chennai.
Eventually
it
shifted
to
the
distinctive
Music
Academy.
Initially,
only
Tamil
and
Telugu
films
were
considered
for
the
awards
and
later,
Malayalam
&
Kannada
films
became
part
of
the
event
in
1966
&
1969,
respectively.
The
spirit
of
the
awards
lies
in
its
popularity
not
just
amongst
the
masses
but
also
the
film
fraternity.
It
is
the
ultimate
recognition
of
talent.
Filmfare
is
proud
of
its
six
decade
association
with
the
South
Indian
film
industry
which
continues
to
raise
the
bar
with
its
creative,
thrilling
and
exhilarating
productions.