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A prominent business house Argon Global in association with Bursan Network Entertainment Company in Qatar has initiated and backed the idea of the South Indian Film Fraternity Awards (SIFFAD) to honor the talents of the South Indian Film industry. The votes will be cast exclusively by followers stationed in the Gulf. A prominent panel of jury members will also be selected to aid in the decision of picking the winners.

The awards will be presented to the best actors and technicians across the four South Indian regional languages – Tamil, Telugu, Kannada and Malayalam. The awards night is set to happen on April 19^th, 2013 in the city of Doha at the Qatar National Convention Centre which can house nearly 5000 people.

The extravaganza will boast of song and dance performances apart from playing host to some of the top stars of the industry. The launch of SIFFAD will take place on March 7^th with a special concert by Pankaj Udhas.