EMMA - the Ethnic Multicultural Media Awards - was founded in 1997 by Bobby Syed. The first award presentation took place in 1998 and was hosted by TV presenter Lisa Aziz and journalist Darcus Howe. According to Bobby Syed: "EMMA seeks to promote diversity within the media industry by publicly recognising the levels of excellence achieved by the multicultural community, and the qualities that each ethnic group brings to the professional and commercial success of the UK as a whole." In 2000, Nelson Mandela received EMMA's Lifetime Achievement award. The patrons of the Ethnic Multicultural Media Awards include Sir Trevor McDonald OBE, Anita Roddick, and Jonathan Dimbleby.
