It's that time of year again when the people of Reading get the chance to celebrate the town's unsung heroes.
Sir John Madejski was among supporters and businesses to attend today's official launch of Pride of Reading.
This year's theme for the awards - now in its 14th year - is technology and innovation.
The ceremony will take place in November and is hosted by TV's Chris Tarrant.
Simon Edgley, Trinity Mirror:
People who go the extra mile for their community in Reading will be recognised at a special ceremony this afternoon. The annual Pride of Reading awards are hosted by Chris Tarrant. The event is in its tenth year.