No one is underestimating the impact of Indian investment as one of the fastest growing economic powers on the planet. This is why the arrival of the International Indian Film Awards (IIFA) in Yorkshire offered a unique opportunity to showcase the region’s investment potential, especially in the creative and digital industries. The IIFA awards are watched by a global audience of over 400 million people who are well aware of their economic clout. As well as fans of Indian cinema, the event brought leading Indian entrepreneurs to Yorkshire to meet with local businesses and discover mutual interests and opportunities. Like the UK, entertainment is big business in India.  The industry is currently worth $8 billion and predicted to grow to $19 billion by 2010, with interactive technologies set to lead this expansion.  This move offers the creative industries in Yorkshire and Humber, which are already worth almost £1.5 billion,  a prime opportunity to showcase their existing expertise in the field of multi- platform content delivery, growing new relationships and potential partnerships. Over 50% of Indian films are shot overseas and the IIFA weekend will attract leading film directors and producers to the region, keen to find potential locations.  Compared to London, highly skilled crews in Yorkshire and Humber are on average 10% better value for money, whilst locations are generally around 30%-40% less expensive. Not only did the IIFA weekend bring a great buzz to Yorkshire and Humber, it also offered a unique platform from which to showcase the region’s assets and investment potential, meaning the legacy of hosting the awards will last long after the lights have dimmed on the awards show.

Yorkshire and Humber is one of the largest regions in the UK with a rich industrial heritage that stems back to the industrial revolution. Once a centre for textiles and at the heart of the steel and coal manufacturing industry, today the region has updated its expertise for the 21st century and is at the forefront of creative and digital technologies, advanced manufacturing and metals and the development of new energy sources.  After the IIFA weekend at the magnificent Town Hall in Leeds, Tom Riordan, Chief Executive of Yorkshire Forward, one of the organisations to lead the region’s bid for the IIFA awards, commented exclusively to Connecting that, ““Hosting the IIFA weekend here in Yorkshire and Humber has been an extremely positive experience. It is testament to the cultural and commerce offering here in the region that we were chosen to host this globally significant event and a tribute to the bodies involved that the event was such a phenomenal success. With a Memorandum of Understanding (MOU) now in place between FICI and the region, we are formally committed to building partnerships over the next three years and intend to continue this effort long-term in developing existing relationships and creating new ones. This fantastic event has brought a real buzz to our region and has captivated people from all ages and backgrounds. But there is more to the IIFA weekend than just glitz and glamour – we want to create a legacy from the IIFA weekend that will live on long after the red carpet has been rolled up.” Yorkshire Forward is the Regional Development Agency behind the economic regeneration of Yorkshire and Humber. It aims to make a positive difference by investing in jobs, improving towns and cities, and in supporting businesses throughout the region.