After a magical decade with celebrations across the world, the International Indian Film Academy (IIFA) celebrated the IIFA Weekend and IIFA Awards in the exotic Emerald Island of Sri Lanka. The 11th edition of IIFA was held at the country's capital, Colombo, from June 3rd - 5th, 2010.

As always, the IIFA Weekend, Sri Lanka was a culmination of mega events that brought Indian cinema to the world. The IIFA Weekend included the high-profile FICCI IIFA Global Business Forum, the IIFA Foundation Fashion Extravaganza, the IIFA Foundation Celebrity Cricket Match, World premiere of Indian film, IIFA Film Workshop and the climax of the Weekend, the spectacular IIFA Awards.

Sri Lanka, famous for its 1,600 km of unspoilt beaches is a paradise island with an incredible history and a popular tourist destination. The economic capital of Sri Lanka, Colombo, is a bustling metropolitan that offers a wide array of sights and activities, satiating all tourists alike. Be it the architecture of the colonial-era buildings, which hark back to the days of the British Empire or the Fort District with its Dutch and Portuguese forts, the picturesque island retains its old world charm.

Speaking of the IIFA Weekend and Awards moving into its second glorious decade, Mr. Amitabh Bachchan, IIFA Brand Ambassador said, "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."

The FICCI IIFA Global Business Forum 2010 was held on the second day of the IIFA Weekend. The Forum was an endeavour to bridge boundaries between India and Sri Lanka and was 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.

Colombo is the commercial and business centre of Sri Lanka and the most populous city of the country. Mr. K. A. D. George Michael, Secretary, Ministry of Tourism, Sri Lanka, "The city of Colombo has decked up for one of the biggest events to come to our country. We are pleased to stage the IIFA celebrations and would like to thank the Academy for presenting us with this wonderful opportunity to showcase the unique and exotic aspects of Sri Lanka to the rest of the world."

In its eleventh year, IIFA steered 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.

Mr. Sabbas Joseph, Director, IIFA said, "We are proud of IIFA's progression over the last 11 years and it is heartening to see IIFA now step onto our neighbouring country, Sri Lanka. IIFA 2010 saw the best line-up of performances and entertainment par excellence as the best of Indian cinema descended on Colombo."

As a platform that reaches out to millions of global television viewers, IIFA offers a phenomenal opportunity to deliver relevant messages to audiences. The event was broadcast globally on STAR PLUS, India's No. 1 entertainment channel, reaching viewers across Asia, the Middle East, Europe and North America.

Commenting on STAR Plus' association with IIFA, Sanjay Gupta, COO, STAR India said, "It is indeed a delight to be part of the grandest celebration of Indian Cinema. IIFA, in the past decade, has become a landmark annual event with the Indian Film industry coming together to celebrate its success. 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. I am confident that IIFA will continue to be one of the most watched television awards on STAR Plus as we move ahead."

"We are very proud to bring the IIFA magic to Colombo as the host of this magnificent event." said Mr. Dileep Mudadeniya, Managing Director, Sri Lanka Tourism Promotion Bureau, 'We are grateful to IIFA and Wizcraft for choosing our country as the host nation.'