This is the only Bollywood awards in India that has sought to recognize marketers, distributors, production houses and exhibitors who are equally responsible for the success of a film, in addition to the actors, actresses and directors.

Of the approximate 120 films released this year, five films - Ready, Bodyguard, Singham, RA.One and Don 2 - saw domestic box office collections of more than Rs. 100 crores each, while those such as The Dirty Picture (Rs. 80 cr), Zindagi Na Milegi Dobara (Rs. 92 cr) and Rockstar (Rs. 67 cr) came close. Bollywood collected a total of Rs. 1,740 crores from the Indian box office. Add the revenue garnered from overseas and satellite rights and it goes up to a whopping Rs 2,590 crores.

With domestic box office collections of more than Rs. 200 crores under her belt, Kareena Kapoor emerged as the unquestionable money spinning female actor this year. While Salman Khan won the ETC Most Profitable Actor (India) Award, Shahrukh Khan won the ETC Most Profitable Actor (Overseas) Award.

Speaking about this initiative Anurag Bedi, Business Head, ETC, said: "We started the ETC Bollywood Business Awards last year, after having identified the need to evaluate Bollywood on the basis of commerce. From the first look of a film to interacting with actors, directors, producers, marketers, and musicians to bringing out BO reports - with every film we undertake a journey as intense as the filmmakers. This initiative is our way of recognizing the various people and entities associated with a film, which are equally as important as the people visible on-screen."

And it is precisely for this reason that the ETC Bollywood Business Awards have increased the number of categories from 13 last year to 18 this year. Innovative categories include Most Popular Trailer, BO Surprise Hit of the Year, and Excellence in International Distribution.

The success of 2011 augurs well for Bollywood and the biggest winner will be the Indian viewer. The host of ETC Bollywood Business, Komal Nahta said: "This has been a fine year for Bollywood with five films earning upwards of Rs. 100 crores each and quite a number of hits and successes. This initiative is a just recognition of Bollywood's achievements and I hope our industry enjoys continued success in 2012!"

ETC's internal team managed the entire event and it was sponsored by Tide Plus.