The Alberta Film & Television Awards, also called the "Rosie Awards", is AMPIA's annual celebration that honours production excellence. It's known as "Alberta's Highest Honour".

Each year, since 1974, producers and craftspeople who reside in Alberta, submit their productions from the previous year for the competition. Winners are determined through a carefully-executed jury process by judges selected from within the film and television industry across Canada. In 2010, a total of 30 judges were enlisted to adjudicate a total of 490 entries, to determine 279 final nominations.

All entries were sent to a first tier of jurors made up of producers and industry professionals across North America. These jurors decided the winners of the class categories. Based on the scores of the first tier jurors, the nominees in the craft categories were compiled. These nominees were then sent to a second tier of Jurors to decide each craft category winner.

This is the first time in its 36 year history, that the Alberta Film and Television Awards have implemented this process, and in doing so, improved on a system set up to eliminate judging bias.  To this end, all judging is done outside of Alberta, providing the fairest possible outcome.