NEW DELHI: The Idea 59th Idea Filmfare Awards 2011 (South), to be held in Chennai on 7 July, will be based on votes across ten categories in each of the four southern languages: Tamil; Telugu, Malayalam, and Tamil.

The event will take place at the Sports Development Authority of Tamil Nadu, Chennai.

This was announced at a press meet in Hyderabad attended among others by the sensational Rana Daggubati and the charming Deeksha Seth along with Worldwide Media CEO Tarun Rai and Idea Cellular CMO Sashi Shankar.

Over 2500 Black Ladies have been awarded till date. Musical maestro A R Rahman was the recipient of the 2500th Black Lady at the 57th Idea Filmfare Awards (Hindi) held in January this year.

The 59th Idea Filmfare Awards 2011 (South) celebrates the sparkling talent in the Southern film industry and also brings unparalleled entertainment to the audience.

Rai said, “­­­­­­­­­­­­­The size and stature of the South Indian film industry never ceases to amaze me. This year, 451 films, across four states, are competing for the coveted Black Lady! It is four times the number of movies that were made in Hindi. The talent in the South is immense and, we at Filmfare are proud that over the last six decades we have celebrated and facilitated this talent.”

The Filmfare Awards (South) were initially held at the prestigious Kalaivanar Arangam in Chennai. Eventually it shifted to the distinctive Music Academy. Initially, only Tamil and Telugu films were considered for the awards and later, Malayalam & Kannada films became part of the event in 1966 and 1969 respectively. The spirit of the awards lies in its popularity not just amongst the masses but also the film fraternity. It is the ultimate recognition of talent.

Worldwide Media is a part of the Times Group, one of India’s largest media and entertainment conglomerates and publishes Filmfare, Femina, BBC TopGear, HELLO! GRAZIA, BBC GoodHomes, Lonely Planet, Home Trends, BBC Knowledge, and BBC GoodFood.