Bangalore: Recognising the growing need to establish a fresh standard for excellence in the Indian entertainment industry, the Film Producers Guild of India (FPGI / Guild) today (Apr 6, 2004) announced the 'Apsara Film Producers Guild of India Award', to commemorate its Golden Jubilee Anniversary.

The 50-year old Guild has over 150 by-invitation-only members, who constitute the most powerful and influential luminaries in its sector --- thus the Guild today stands as the only definitive and representative body of the Indian entertainment industry.

Ensuring utmost levels of credibility and transparency, the Awards will be audited by PriceWaterhouseCoopers who incidentally also have the honour of having audited the most distinctive film awards in the world - the Oscars.

The 1st Apsara Awards, is set to culminate in a glittering grand finale scheduled to be held on Saturday (May 29, 2004).

The nominees for 'The Apsara FPGI Awards' will be announced on May 5, 2004. Uniquely, this industry body will be lauding Hindi Film, Regional Film and Television talent on the same platform.

Making it an annual event, this initiative is the first step undertaken by the Guild to establish a benchmark and a standard that parallels no other for excellence and technical brilliance within the entertainment industry.

FPGI has constituted an eminent committee comprising Indian entertainment industry stalwarts to ensure global-class standards for 'The Apsara Film Producers Guild Awards'.

These personalities include the Director of the awards, Ramesh Sippy, the President of FGPI, Amit Khanna, and the Chairmen of the eminent jury across each of the four categories -- Shekhar Kapur for the Film awards, Govind Nihalani, for the Technical Awards, Ronnie Screwvala for the Television awards & Yash Chopra, who along with Amit Khanna would head the Special Award category.

An honour that truly befits excellence and brilliance in every sphere of filmmaking, 'The Apsara' is a celestial masterpiece exclusively designed and sculpted by Tanishq -- it looms at 250mm and weighs 900gms.

This 22-karat gold-plated trophy has been inspired by the timelessness and rich heritage of one of India's most treasured possession - the Ajanta and Ellora. The trophy has been etched with one of the paintings from the caves depicting creativity and splendour in its finest form. Speaking on the occasion, Amit Khanna, President, Film Producers Guild of India said, "The Apsara Film Producers Guild Awards have been institutionalised with a very clear objective. We feel there is a dire need for experts from within the film and TV industry to honour and recognise their peers through Awards that are credible, transparent, objective and completely unbiased.

Every nuance of filmmaking and acting has to be understood thoroughly to assess excellence and it can only be the makers and the people who live and breathe films that can be the correct judges to determine brilliance. The 1st Apsara Film Producers Guild Awards is a major step in that direction and is modelled to establish a standard that parallels no other."

The winners will be voted by the cast of a ballot by all the 153 members of the Guild and not by a viewer's choice poll. Members some of whom include Aamir Khan, Shyam Benegal, Amitabh Bachchan, Ashutosh Gowarikar, Kamal Barjatiya will all be participating in the voting process.

A total of 36 categories, including 24 from cinema and 12 from television (both fiction and non-fiction), will be honoured at the grand finale. With big-budget blockbusters competing alongside television content and crossover films, entries will be judged on overall quality, content, cinematic brilliance and individual merit.

As the Guild enters its 50th year, there are several significant initiatives that it has undertaken towards the development of the entertainment industry.

Having a membership base of eminent personalities, the Guild has been instrumental in pioneering activities that have encouraged development and paved the way for organised functioning within the industry.

The Guild has also been responsible for taking up several social causes and setting up trusts for the benefit of technicians and junior artistes.

The APSARA Film Producers Guild Awards are being managed by Hungama Events.