IBC is the event at which the world comes to share knowledge about the electronic media and entertainment industry. The role of the IBC Awards is to celebrate the personalities and the organisations best demonstrating creativity and collaboration. They are presented in a lively and fast-moving celebration during IBC. The ceremony also showcases some of the most exciting and stimulating content of the year in the RAI Auditorium which IBC converts into a state of the art digital cinema. The highest award that IBC bestows is the IBC International Honour for Excellence and in 2013 this went to the film director Sir Peter Jackson, where the audience at the ceremony got a privileged first view – in high frame rate 3D – of the trailer for the second of his Hobbit trilogy, The Desolation of Smaug.