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Addressing a Press conference at the venue yesterday the event participants - who had flown in from Pakistan a day earlier - said the awards were being held in Dubai with the intention of giving exposure to Pakistani talent in the field of showbiz and fashion to the South Asian public across the globe.
The colourful ceremony will be telecast in the country on Pakistan Television Network. But to showcase the best Pakistani talent on the world stage, Lux Style Awards will present the ceremony to the world through Sony Entertainment Television Asia.
"Pakistan has the glamour, calibre and the mettle to showcase its talent to a global audience," said the participants. The star-studded event will be styled and choreographed by top class international standard artists from Pakistan including Tariq Amin and Freiha Altaf. Initiated in 2002, Lux Style Awards is an annual event that leverage Lux's historic association with stars, style and glamour. The awards track, showcase and celebrate the work of veteran and upcoming stars from the fields of film, TV, music and fashion.
The star attractions of the event include actresses Resham, Sana, Meera and Priyanka Chopra. Music bands such as Fusion, Strings, Faakhir besides Sonu Nigam from India will be part of the event. Prominent models and TV and stage artists including Nadia Jameel and Amina Haq will also be present. The award has been divided into two categories: Viewers choice and Judge's choice. Pakistanis across the world have had the opportunity to cast their votes via e-mail, post, toll free numbers or by logging on to www.luxstyleawards.com and choosing their favourite film, TV and music stars.
The awards have a three-tiered judging process. A body of the board of governors comprising top designers, film directors, journalists and other prominent artists including Hameed Haroon, CEO, Dawn and Saleema Hashmi, ex-Principal, National College of Arts, Lahore have overseen the judging process.
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