4th UNICEF Awards
Andhra Pradesh Governor Shri E.S.L. Narasimhan presents the 4th UNICEF Awards for Gender Sensitive Programmes in Telugu TV Channels
The 4th UNICEF Awards for Gender Sensitive Programmes in Telugu Television Channels was presented at a special ceremony in Hyderabad on December 10, 2012. Eleven awards in diverse categories, including the “UNICEF Award for the Most Gender Sensitive Telugu TV Channel”, were announced on the occasion.
His Excellency, Shri. E.S.L. Narasimhan, Hon’ble Governor of Andhra Pradesh, graced the occasion as Chief Guest to give away the awards. Dr. Mohan Kanda, IAS (Retd.), Jury Chairperson, 4th UNICEF Awards, Ms. P. N. Vasanti, Director, CMS, and Mr. Sonykutty George, Officer-in-Charge, and Mr. Prosun Sen, Communication Specialist, from the UNICEF Office for Andhra Pradesh and Karnataka, were present at the awards ceremony. Select government functionaries, heads of TV channels, eminent media personalities, producers, presenters, journalists and social luminaries were also present.
The UNICEF Awards were initiated in 2010, in partnership with the Centre for Media Studies (CMS), to encourage Telugu television channels to focus on the issues concerning the girl child. Since then, the Awards have grown in stature and effectively inspired numerous innovative programming on various issues concerning the girl child in the Telugu television channels. The 4th edition of the Awards is a continuation of this successful initiative.
To arrive at the award winners of the 4th edition of UNICEF Awards, 7,600 hours of prime time content, telecast by 19 Telugu news and entertainment channels during the 100-day period July 30 to November 6, 2012, was monitored and recorded. From the recorded content, relevant girl-child related programmes were identified and sorted out as per key themes including girl child rights and protection, girl child survival including foeticide and infanticide, girl child health and nutrition, education, girl child marriage and girl child labour.
The Jury members evaluated 5,599 minutes of girl child related recorded programmes for the Awards. In addition to this, the Jury had another 794 minutes of programmes which were submitted by various channels as self-nominated entries. These programmes had air date ranging from January 1 - July 29, 2012, in addition to the girl child-related programmes telecast by various channels on November 14 (Children’s Day).
In deciding the award winners, the Jury members weighed the programmes based on parameters like relevance to theme, sensitivity in handling the issue, inspirational value, innovation and also potential impact on audience.
This year, the programmes telecast by Telugu channels showed an immense variety in the stories chosen. Exciting, innovative methods were employed to present their themes. From the heartwarming and inspiring story of a blind girl’s fight for her rights to drawing gender parallels from the world of nature, from the daily turmoil of school children, to picking up global headliner Malala as a champion for girls’ education – the channels blended depth, expanse and an eclectic spread of subjects. The formats employed for their presentations were no less thrilling — artistic shadow puppetry, anchoring via dialogues and songs, lucid presentation of Acts and legislations related to the girl child has made 4th UNICEF Awards a benchmark in the journey of the UNICEF Awards.
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