NEW YORK: The countdown to the first annual South Asian Excellence Awards held by Sony Entertainment Television Asia (SET Asia) has begun! This glitzy ceremony will feature some of the world's South Asian entertainers from India, the U.K. and the United States.

The acts include multi-talented singer, songwriter and composer Raghav Sachar, Indian Idol winner Prashant Tamang, Jamaican reggae sensation Chaka Demus and Pliers as well as dhol music group, The Dhol Foundation! A-list celebrities, world-class guests and the public's nominees will all be in attendance for this one-of-a-kind event.

This black-tie award ceremony is to be exclusively broadcast to Sony Entertainment Television's audience in over 100 countries and is the only televised award show to honor South Asian achievers for a wide swath of accomplishments.

The proud sponsors of the 2008 South Asian Excellence Awards are Wal-Mart, Sam's Club, Western Union, Nationwide, Mpingi, Raja Foods, Asia, Raza Communications, Melani Jewelers, Tilda, Air India, along with media partners, Rediff India Abroad and Sony Entertainment Television.