I think there is a South Indian category in the Filmfare awards. But the criteria, for music, singers et al at least seems to be bsed more on popularity than true merit.
Filmfare awards are popularity based.
They issue coupons in the magazine also in other times group mags. So the biggest hit movie of the year will sweep. There is a south india category, and awards for all 4 south indian languages are given away together in same ceremony. So filmfare award is best among popularity award. National awards are decided by some jury, similar to censor board.