HYDERABAD: Doordarshan Saptagiri channel bagged four Unicef media awards in the categories of short film, inspiring programme and reporting while HMTV received three awards for best script-writing and documentary programmes focusing on child related issues. The awards presentation programme was organised jointly by the Centre for Media Studies (CMS) and the Unicef today and the awards were presented to various TV channels for telecasting programmes on gender sensitive issues.
Speaking on the occasion, Michael Saint-Lot, Chief of Unicef, Hyderabad office, said that the most important duty of TV channels is to fight discrimination against women and girls in their programmes.
“Unless it is addressed as part of overall strategies to improve child and maternal health, high rates of maternal and child mortality would remain stubbornly deep-rooted,’’ he pointed out.
“The inferior status, crime and violence against the girl child is a matter of deep concern. Increasing female foeticide over the years is denying girl child even the right to birth. If the trend continues, the drastically falling girl child numbers will distort the societal fabric which may lead to many deviant social patterns such as polyandry, trafficking and forced marriages,’’ he added.
N Kiran Kumar Reddy, Speaker of the State Assembly, speaking on the occasion said that print and electronic media have to play a key role in creating awareness among the people on the contemporary issues.
Amidst the turmoil in the State during the last few months, the channels have been able to move away from the `breaking news’ syndrome and come up with good programmes, he said.
Dr N Bhaskara Rao, Chairman, Centre for Media Studies (CMS), said that the recent political turmoil has had a direct impact on the coverage of social issues around girl child in the recent months.
After monitoring the programmes of 15 Telugu TV channels for 70-days, Unicef found that only 0.4 per cent of the prime time viewing was devoted to programmes highlighting the girl child issues.
Amala Akkineni, Chairperson, Blue Cross and Girl Child Rights supporter, said there is an urgent need to raise consciousness of the society towards the girl child so that they are respected.
“It is imperative to bring to centre stage the different problems being faced by the girl child,’’ she said. Later, Kiran Kumar Reddy distributed awards to TV channels.