The first ever Asian Media Awards will be launched at MediaCityUK this month.
They aim is to recognise the current and future Asian stars of the UK media industry whilst rewarding the work of British Asian reporters and producers.
The event will also identify ground-breaking attempts to highlight issues affecting race relations and human rights.
Partners for the event include ITV and BizAsiaLive.com, with judging panel representatives from Al Jazeera English, Press Association Training and MediaCom.
Umbreen Ali, media manager at the awards, said: “One of the unspoken issues in the industry is a real under representation of the Asian population in British media.
“These awards have been launched with the aim of remedying this by celebrating the amazing work already being done, as well as recognising efforts to explore the most important issues affecting the industry today.
“We are delighted to be able to host the launch at MediaCityUK, which is fast becoming the UK’s largest dedicated media hub.
“I think it is only fitting that we host the launch for such a significant event at a venue which boasts, among others, major studios and offices for the BBC and ITV.”
The Asian Media Awards official launch will take place on April 25 at the Open Centre, MediaCityUK.
The awards ceremony will be held in October 2013, with CARE International the official charity partners.