It's been eight years since the launch of Zee Cine Awards. How has the event evolved and changed over the years?
Zee Cine Awards was conceptualised with an objective to recognise and celebrate the achievements of the Indian entertainment industry. Over a period of eight years the awards achieved recognition by the industry stalwarts and has achieved a benchmark for excellence in Indian Cinema.

A major development was from the year 2004, when Zee Cine Awards went global with the objective of providing our supportive global audience an opportunity to celebrate the spirit of the event. The decision to host the awards at various international locations has received great accolades. Zee Cine Awards 2005, being hosted in London is a step in the same direction.

How does ZCA 2005 promise to be different?
It has been our continued endeavour to treat our audiences with newer and innovative content. The theme of this year's event is the destination itself; "London", true to the place hosting it. This theme will emerge beautifully through all the performances. Zee Cine Awards 2005 promises to enthrall audiences with great livewire performances and some never seen before acts. The unique thing about ZCA is that viewers will choose winners and therefore through 7575 viewers will be able to sms their choice of winners.

There has been a lot of buzz around ZCA, how did you manage to do that? And what kind of a promotional campaign has been launched across various platforms… at the national and international level?
Yes, the kind of promotion we have been doing is unique. The on air promos have Boman Irani in the main act. There is a jingle that has been specially made for the Zee Cine Awards. We have done an extensive outdoor promotion with more than 200 hoarding in Hindi Speaking Belt. As Zee Cine Awards is the popular democratic award we have ensured that nomination forms are available to the common man. We have put ballot boxes at all the Playwin outlets, fun republic, food world, Big Bazaar and Provogue outlets

Last year the awards were in Dubai and this time in London. So, will Zee Cine awards always be an international affair? If yes, why so? And yes, why London?
It is Zee's commitment to bring entertainment to the doorstep of its audiences across the globe. We want to bring our international audiences closer to their favourite stars. Hence we decided to host the event at various international locations. Having said that, we do not want to deprive our Indian audiences of the opportunity either. Hence, future locations will be decided keeping in mind the choice of the audiences. London was chosen as the preferred location of this year's awards ceremony since it has a large viewer base. Also, London is considered as India away from home.

Are the trophies going to be special or any different?
The Zee Cine Awards trophy is made from 24 carats 400 Gms pure gold.

How many entries have you received so far?
Zee Cine Awards is the largest democratic popular awards where the fans across the globe get a chance to vote for their favourite artist to make them win. This year 10,00,000 fans across the globe have sent sms for their stars.

With Zee Cinema Awards going global and people voting in from across the globe; what does this mean to the Indian film industry?
The Indian film industry has broken all location barriers. Today a movie reaches audiences across the globe. Increased appreciation and recognition is incidental to growing viewership. The current scenario encourages filmmakers to experiment with unconventional movies. Bollywood is finally achieving an industry status, because of international exposure.

Can you tell us a little about the theme of the performances?
The theme of the event is showcasing the elements that go into the making of the film, emotion, drama, action and thrill. The USP of the show is the exclusive performances by Zayed Khan, Akshay Kumar, Mallika Arora Khan, Priety Zinta, Aishwarya Rai, Salman Khan and Shah Rukh Khan.