Popular Bollywood actress Madhuri Dixit joined executives at a press conference on 27th January (Friday) to announce the details about the first ever Indian Academy Awards in July this year.

Madhuri Dixit said “where else to do the ‘Awards’ than here in the Silicon Valley, where Indians have put India on the world map. They have created so many innovative things that have changed the way things, that work in the world and the way society and everything else are perceived”.

The award ceremony will be organized by Los Angeles based ‘Brainstorm Media’ and they have promised to bring the best of Hollywood, Bollywood and Tollywood together to create history in the entertainment world

The idea was launched at the United States Consulate last month in Mumbai, India and they dope to do more than just entertain.

To open doors for trade and investment as well as collaboration for creative pursuits is the stated objective by the IAA

Srk announces the first of its kind Indian academy awards

Vandana Krishna, the national head and co-founder of Brainstorm Media said "Let's create an award which is different. Let's create a platform where we bring in not only Bollywood, but one cinema."

"He also thinks there was a need. There was a gap for an award ceremony that could bring cinemas together."

Krishna emphasized that the academy will be open, they are inviting the public to register and participate at www.indianacademyaward.com.

The announcement for an open voting system stands in contrast to Hollywood's Academy Awards, which had previously drawn criticism for the lack of recognition to actors of color by a closed group of mostly white academy members.

"The Indian film industry is going world-wide today. Therefore, the Indian Academy Awards is a celebration is a dedication to this democratic academy," Krishna said, "because their primary aim is to launch a kind of award which is transparent, which is honest, and absolutely credible."

The IAA expects to host an estimated 40,000 people as part of a multi-day event.

AMandeep