Country's hospitality by far the best- Amithab Bachchan:

Sri Lanka in world cinema spotlight

by Lalin FERNANDOPULLE

Sri Lanka is once again on top of the world grabbing the spotlight of universal cinema as the host destination of the 11th International Indian Film Academy (IIFA) Awards to be held from June 3 to 5 in Colombo.

Adding grandeur and glitter to the unique achievement of hosting IIFA was the arrival of Indian Bollywood film star and icon Amithab Bachchan as the brand ambassador at the launch of the spectacular event.

After a decade of celebration across the globe the IIFA will light up the awards in the exotic emerald island renowned for its warm and hospitable people.

Amithab Bachchan who stormed the stage and mesmerized his fans with his winsome smile, elegance and stature hailed the warmth and hospitality of Sri Lankans as by far the best he had received in his decade-long association with IIFA.

Bachchan said, it is the size of the heart and not the size of the country that makes it unique.

Sri Lankans are blessed with a large heart and this country is yet to be explored.

"We are very happy to bring IIFA experience to our hospitable neighbour 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 share with the world emerald isle of Sri Lanka", he said.

Sri Lanka will be the 9th host of the landmark event which is a unique opportunity for Sri Lanka to showcase its feat in the cinema industry. London, South Africa, Malaysia, Thailand, Dubai were some of the hosts of the IIFA awards.

The glamorous weekend will be a culmination of mega events that brings Indian cinema to the world.

The program includes the high profile FICCI IIFA global business forum, the IIFA foundation fashion extravaganza, the celebrity cricket match, world premieres of Indian films, film workshop and the awards.

Secretary, Ministry of Tourism George Michael said we are pleased to stage the IIFA celebration and would like to thank the academy for offering this wonderful opportunity to exhibit the exotic aspects of Sri Lanka to the rest of the world.India is the world's largest film producer and its cinema contributes a major share to the Indian economy supported by its vast population and the fast growing IT industry.

Director,IIFA Sabba Joseph said IIFA 2010 will comprise the best line-up of performances and entertainment par excellence as the cream of Indian cinema will visit Colombo for the magnificent event.

As a platform that reaches to millions of television viewers, IIFA offers a phenomenal opportunity to deliver messages to audiences. The event will be broadcast globally on Star Plus, India's leading entertainment channel reaching viewers across Asian, Middle East, Europe and North America.