STAR SHOW: Social activist, Amala Akkineni, (right) with actress Shreya presenting the special recognition for child artistes award to a girl at the Girl-Child Day organised by Prasar Bharati & UNICEF in Hyderabad on Saturday. — Photo: K. Rame sh Babu

HYDERABAD: Alternate cinema should be used to be promote and propagate right message and fight social evils such as discrimination against girl, said film actress and social activist, Amala Akkineni here on Saturday.

Speaking at the presentation of awards for short films and advertisements on girl child issues organised by Prasar Bharati and UNICEF here, Ms. Amala described alternate cinema as a hope for change and given the fact that big budgets were not involved, it holds promise of promoting social issues. The UNICEF State Representative, Michel Saint-Lot in his address highlighted issues faced by the girl child from female infanticide, education to early marriage.

"A great country like India which is emerging as an economic power must do away with discrimination against girls," he said. The Prasar Bharati CEO, K.S.Sarma suggested use of radio for spreading awareness on issues such as the girl child discrimination. Given its immense reach, particularly in rural areas, All India Radio (AIR) could prove to be more useful in the campaign than television.

Mr. Sarma also urged producers to be more sensitive while portraying women and shed negative characterisation in television serials.

In his address, noted Telugu film actor, Rajendra Prasad recounted how he was keen on a son initially and how his opinion changed after his daughter began taking care of him.

Right content

Hyderabad Collector Arvind Kumar stressed the need to have right content in messages aimed at propagating social issues.

The district administration was planning campaigns on such issues, he said while requesting the film industry to join the endeavour.

Film actress, Shriya and others were also present at award presentation held at Satya Sai Nigamagamam. The award winners in short film category included Sanku (Kalam Marindi), T. Janardhan Rao (Paschathapam), Tejas Dhanraj (Protect Girl-Child) and Sobha Shankar (Illanta Velugu). The special jury prizes went to M. Raman Lok Verma

(Spruha) and A.V.K. Prasanth (Vadlaginja). Awards were also presented in the radio jingles and spots category apart from special recognition for child artists.

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