The 2013 NCLR ALMA Awards will bring the sass, culture and flavor this Friday, Sept. 27 in celebration of the talented Latinos who have helped shape the music industry, TV, film, pop culture, and have been passionate and proactive with social activism.

The night will also include fabulous dress changes from "Desperate Housewives" Latin siren, actress/producer Eva Longoria who will be hosting alongside NBC "Extra" host/actor, Mario Lopez. The dynamic duo, who are friends in real life, will be sure to bring the energy.

Who are the honorees this year?

Director Robert Rodriguez will be honored with the "Anthony Quinn Award for Industry Excellence" for "reshaping the cultural landscape by integrating Latino faces, stories and themes into the mainstream with groundbreaking works such as "El Mariachi," "From Dusk Till Dawn" and the "Spy Kids" franchise. The award will be presented by Jessica Alba ("Sin City"), who will be joined onstage by "Machete's" Tito Larriva and "Spy Kids'" Daryl Sabara and Alexa Vega.

Added to the roster will be a new award that honors the hard work put in when the cameras aren't rolling, the "Outstanding Commitment to Cause and Community" award. Guitar guru Carlos Santana and actress Rosario Dawson will be honored in this category. 

A one-hour pre-show telecast will kick off the night and will honor director Tony Plana ("Ricardo Montalban Award for Lifetime Achievement"), writer/producer Nancy De Los Santos Reza ("Outstanding Industry and Community Service Award") and "That 70s' Show" star Wilmer Valderrama ("Outstanding Social Activism").

The ALMA Awards hopes to bring the laughs, a social media component and a special performance to the show this year with three new segments. The comedic segment will feature special guest Al Madrigal ("The Daily Show"), a social media segment with mun2's Yarel Ramos and Crash and a special performance segment featuring the young singer Sebastien De La Cruz, "El Charro de Oro" (America's Got Talent).

The 2013 NCLR ALMA Awards airs Friday, Sept. 27 at 10:00 PM ET/7:00 PM PST on NBC.