After Europe and Africa, Bollywood is turning its attention to Asia with India's equivalent of the Oscars to be staged tomorrow at a hill-top Malaysian casino resort.

Bombay's brightest stars will gather in Genting Highlands, some 50 kilometres from Kuala Lumpur, for the third International Indian Film Academy (IIFA) Awards which will be seen by millions of television viewers worldwide.

The inaugural IIFA awards - designed to promote Indian cinema worldwide - were held at the Millennium Dome in London in 2000. Last year they were at Sun City in South Africa.

"When we went to London, for the first time we really exposed ourselves to a more international audience," Sabbas Joseph, director of event organiser Wizcraft Int, told AFP .

Larger market

"In year two in South Africa, we penetrated an even larger market. This year having come to Malaysia, we are reaching out to Asia itself... there's a huge, huge following in Asia, in the tens of millions."

India annually produces about 800 films - more than Hollywood - and has established markets among large South Asian communities in the United States and Europe, with demand for mainstream Hindi films growing in Asia.

But Bollywood quantity is no guarantee of quality. There were only two Indian megahits - "Lagaan" and "Gadar" - last year, and around 100 flops.

"Hindi cinema and India cinema has gone on a journey. It's on a highway communicating with people, mixing with people. It is connecting with the world," Joseph said.

"Through IIFA, we've set up a platform to tell the world that we are here, we are special, we love you and we want you to be part of our Indian cinema."

The IIFA, which honours only Hindi films at the moment, hopes to incorporate "elements of regional Indian cinemas", such as Malayalam and Tamil movies, into the main event from next year, he added.

The creme de la creme of the Indian film industry from screen icon Amitabh Bachan to superstars Aamir Khan, Shahrukh Khan, Hrithik Roshan, Kajol and Aishwarya Rai will grace the glitzy affair in Genting.

Tickets sold out

Tickets have been sold out and all six hotels at the hill resort, which is 1,800 metres above sea level and home to Malaysia's only casino, are fully booked, Genting officials said.

The three-hour extravaganza, to be hosted by Miss Universe 2000 Lara Dutta, will be broadcast live to more than 20 million viewers in some 80 countries, organisers said.

Bachan, the only Indian film star to be honored with a wax likeness at the Madame Tussauds museum in London, will thrill the 4,000-strong audience in Genting with a solo performance.

Miss Universe 1994-turned-actress Sushmita Sen will deliver a Nicole Kidman routine as she sings "Diamonds are a girl's best friend" from Oscar-winning "Moulin Rouge". Australian all-girl band Bardot will also perform.

Some Hollywood stars are expected to attend the festival but the guest list remains a mystery, although local reports named Cameron Diaz.

The 2002 award spotlight falls on Aamir Khan as his film "Lagaan" - nominated for best foreign-language film in last month's Oscars - is up for 12 of 13 IIFA awards including for best picture, best director and best actor.

Costliest movie

The 5.3-million-dollar epic tells the story of a group of villagers in the 1890s who have to play their British rulers at cricket to avoid paying a crippling "lagaan" or tax.

But "Lagaan" faces a tough fight from Bachan's 8.3-million-dollar production "Kabhi Khushi Kabhi Gham" ("Sometimes Joy, Sometimes Sorrow") - popularly known as "K3G" - which is also vying for 12 awards.

"K3G", the costliest movie ever churned out by Bollywood, revolves around two brothers separated by their no-nonsense aristocratic and autocratic father.

It has already clinched six of 14 IIFA technical awards - including for sound recording, make-up, dialogue, art direction, background score and costume design - announced recently in Mumbai.

The IIFA awards comprise three categories - 13 for artistic excellence, 14 for technical excellence and special awards yet to be announced.

Shahrukh will have to contend with Aamir, Bachan and Sunny Deol to maintain his best actor crown. Kajol, Amisha Patel, Gracy Singh, Preity Zinta and Tabu will vie for best actress title.

New Bollywood action flick "Aankhen," another Bachan film, will make its world premier today in Genting as part of the festivities.