The Screen Awards, initiated by the chairman of The Express Group, Mr. Viveck Goenka in 1994, is focused on excellence in films in India. The awards attempts to position themselves as India's first awards that are given by the film fraternity to the film fraternity by way of a jury, as opposed to the other "popular" awards. The awards are also the first to be conducted every year. The Awards for Hindi and Marathi films, TV and non-film music are presented annually at a glittering function in January each year. Several editions of the awards such as the "Screen Weekly Awards", "Screen Videocon Awards", "Star Screen Awards", and "Colors Screen Awards" have thus far been presented. Until 2001, the awards were sponsored by Videocon International and hence known as the Screen Videocon Awards. For the regional cinema of South India, Screen has held three editions of the "Screen Awards for excellence in South Indian Cinema". The awards were presented for Tamil, Telugu, Malayalam and Kannada cinema. The ceremony has involved the Executive Director and the Governor of the Academy of Motion Picture Arts and Sciences.