The American Latino Media Arts Award, or ALMA Award® is a distinction awarded to Latino performers (actors, film and television directors, musicians, and designers) who promote positive portrayals of Latinos in the entertainment field. In Spanish, the word alma means spirit or soul. The awards are considered the Latino Oscars.

Created by the National Council of La Raza (NCLR), the awards are a one-of-a-kind tribute to the spirit of pioneering Latinos in television, film, and music. The evening applauds artistic contributions that Latinos make to American culture and celebrate Hispanic heritage.

Since 1995, the NCLR ALMA Awards have promoted fair, accurate, and representative portrayals of Latinos in entertainment. Past recipients include: Salma Hayek, Shakira, Narciso Rodriguez, America Ferrera, and Edward James Olmos.

An all-star line-up for the 2011 awards includes Jessica Alba, María Celeste Arraras, Jake T. Austin, Benjamin Bratt, Maria Canals-Barrera, Cote de Pablo, David Henrie, Eva La Rue, Mario Lopez, Oscar Nuñez, Michael Peña, Aubrey Plaza, and Naya Rivera as well as Demi Lovato, who will perform during the one-hour primetime special.

Taped on September 10th at Santa Monica Civic Auditorium the ALMA Awards will be broadcast on NBC, Friday, September 16, 8:00PM EST/7:00 PM CST. George Lopez joins Eva Longoria for her fifth year as co-host. The show is Executive Produced by Janet Murguia, Eva Longoria and Bob Bain. For updates on the ALMA Awards please visit their website or fan them on Facebook. The 2011 NCLR ALMA Awards will deliver, without a doubt, a night to remember!