The Asian Film Awards and the film festival all form part of the 3rd Entertainment Expo Hong Kong. The Expo also kicked off on Tuesday with a star-studded line-up featuring at its gala opening.

Hong Kong Secretary for Commerce, Industry and Technology Joseph Wong led the ceremony, saying that the Hong Kong Special Administrative Region (HKSAR) government would drive forward in supporting the local media and entertainment industry, which are key components of the creative industries.

The HKSAR government will work to enhance production quality, explore market opportunities, keep up a balanced business environment and facilitate technological development, Wong added.

The Expo includes eight major core events, including the Hong Kong International Film and TV Market, HK International Film Festival, HK Film Awards Presentation Ceremony, HK-Asia Film Financing Forum, Digital Entertainment Leadership Forum, HK Music Fair, IFPI Hong Kong Top Sales Music Award, and the HK Independent Short Film and Video Awards. The extravaganza will run for just under a month, from March 20 to April 15.

Throwing together a smorgasbord of star-studded events, gala premieres and seminars, this year's Expo has united under the themed banner, "Get into the Scene."

"The entertainment industry serves the public, so their involvement is crucial," said Entertainment Expo Ambassador Tony Leung. "It is a great honor for me to be the Entertainment Expo Ambassador. Over the past three years, we have been able to see the positive effect the event has had throughout the industry. It has become part of the city itself."

(Xinhua News Agency March 21, 2007)