The Zee Awards show will be held in London next year, the second time the event will be staged outside the country.

"This year our regional office in London pitched for the awards and since Zee has been so popular outside India, especially in Britain, it made a lot of sense to organise the event there," a source in the Zee TV network tells.

The awards ceremony, held in February every year, was staged at the Dubai Media City last year.

The Zee group had earlier partnered with the Bollywood Group of Companies, which organises the Bollywood Awards held every year in New York. Now it has tied up with ARY Digital and is doing more to attract non-resident Indian audiences.

"Everybody knows that Zee is the strongest network internationally. To harness this, plus to move away from the traditional Indian market, we decided on a venue outside India," said Yogesh Radhakrishnan of Zee.

In coming years, the Zee Awards show could also be taken to the US and South Africa, which are strong markets for the Zee channels.

Meanwhile, the International Indian Film Academy (IFFA) awards show, held in Singapore this year, is likely to be held in Australia next year.

Officials at Wizcraft, which was associated with this year's show, have been negotiating with tourism authorities of Australia.