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The ALMAs Amp Up for '11

Looks like it's going to be a hell of a party‘«Űand we deserve one

By Se Fija!
Published on LatinoLA: September 9, 2011


The ALMAs Amp Up for '11


Not so long ago, it looked like the ALMA Awards from the National Council of La Raza were a thing of the past, and that wasn't entirely surprising: the entertainment awards biz has become a mini-industry all its own, with branch offices in L.A. and N.Y., and with a new name and a new ceremony popping up every week between Thanksgiving and Easter‘«™or at least it seems that way.

But the NCLR, exec producers Eva Longoria, Bob Bain and Janet Murguia, along with NBC/Comcast are refusing to be lost in the shuffle. The ALMAs are back in 2011, with a bigger and better approach‘«Űincluding some necessary half-steps and uncomfortable compromises, just to get things moving again.

The live ceremony is actually tomorrow night‘«ŰSaturday, September 10‘«Űand Se Fija! will be there to capture some of the best moments, on and offstage. Six days later, on Friday, Sept. 16, a one-hour version of the event will air on NBC at 8P. Cramming the whole of the festivities into a single hour (which, on the TV time-clock, is more like 47 minutes) is going to take some doing; it means fewer awards and more celebrities, and staying primarily with the best-known names both as nominees and as presenters.

Just today Danny Trejo ("Machete," and this season's "Sons of Anarchy"), Michael Trevino ("Vampire Diaries"), Lauren Velez ("Dexter") and Tristan Wilds (of Dominican descent, and a star of "90210") were announced as presenters, joining already announced stars like Jessica Alba, Maria Celeste Arraras, Jake T. Austin, Benjamin Bratt, Maria Canals-Barrera, Cote de Pablo, David Henrie, Eva La Rue, Mario Lopez, Oscar Nu??ez, Michael Pe??a, Aubrey Plaza, and Naya Rivera, which also will feature a live performance by Demi Lovato.

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