UNICEF Awards for Children-Related Programmes in Telugu TV Channels

Hyderabad: The 6th UNICEF Awards for Children-Related Programmes in Telugu Television Channels waspresented at a special ceremony in Hyderabad on December 16, 2014. Eleven awards in diverse categories, including the highest “UNICEF Awards for Channel Most Committed to Children” were conferred to Vanitha TV on this occasion. (complete list of award winning programs attached)

Renowned lyricist Mr. Sirivennela Sitaramasastri, was the Guest of Honor at this ceremony and gave away these prestigious awards. Jury Chairperson Mr. P.V.R.K. Prasad, IAS (Retd.), Ruth Leaño, Chief Field UNICEF Office for Andhra Pradesh, Telangana& Karnataka and Ms P N Vasanti, Director General CMS were present at the awards ceremony.Select government officials, heads of TV channels, eminent media personalities, members of the academia and representatives of the civil society organisations attended the event.

The UNICEF Awards, initiated in partnership with Centre for Media Studies (CMS), is now in its 6th year. The purpose of the award is to enhance awareness, knowledge and understanding about children issues amongst Telugu news and entertainment channels and encourage the editorial staff and the producers of the channels to pay greater attention to children-related programme content. The Telugu TV Channels have been an active participant in the UNICEF Awards since its inception and have demonstrated sustained commitment towards issues related to children.

This year, from August 6 to November 14, 2014, CMS recorded, monitored and analyzed over 4,56,000 minutes (7,600 hours) of content churned out by the 19 news channels during prime-time. In these 100 days, the channels together contributed a record number of 2,578 programmes on children-related issues which accounts for 11,386.23 minutes – this is approximately 2.5 percentage of the channel’s prime-time in the 100 days of monitoring of 4,56,000 minutes. The News Stories dominated the entries with 2,175 programmes. The other formats which were covered by the channels were – 111 News Features, 64 Discussions, 40 Documentaries, 2 Fictional Programmes, 42 Public Service Messages and 144 Other Formats. A significant enhancement this year was a total of 76 Self-Nominations with a total duration of 1524.33 minutes.

In this sixth edition of the Awards, there was a substantial increase in the number of programmes and the total time contributed by the participating 19 channels. In all, the percentage of prime airtime dedicated to children in was a significant improvement from the finding of last edition. In terms of quality better programmes and a wider range of issue related to children were covered. Overall it has been found that the quantity and quality of programming on children has improved substantially.

The Telugu TV programmes were evaluated on parameters such as message research and presentation, innovation, quality of visuals, treatment of the subject from legal and rights perspective and overall assessment of the potential impact of the programme on the viewers.

For further information please contact:

Prosun Sen, Advocacy &Communication Specialist, UNICEF Office for the states of Andhra Pradesh and Karnataka, Tel: 91 40 23227226, 23227236, Mob: 91 9502655533 Email: psen@unicef.org, Website: www.unicef.in



Anita Medasani, Regional Manager, CMS Hyderabad, Tel: 91 40 2354 0493, Mob: 91 88975 07936, Email: anita@cmsindia.org, Website: www.cmsindia.org

Neighbours Political Will and Commitment towards Good Governance


Alok Srivastava

Director, CMS Social

My two recent visits, as a member of a Mission on sharing of experiences about Good Governance with the Governments of Bhutan and Bangladesh, were very refreshing!!

A lot of commitment and interest to know about good governance measures combined with transparency and accountability was visible at the highest level.

In fact, Bhutan seems to be head of India in terms of commitment at the top political level. In Bhutan, the Prime Minister has signed Performance Agreement (PA)- a commitment between two stakeholders within the government, such as between the Prime Minister and each minister(10 nos.), between the Prime Minister and Dzongkhags (20 nos.) and between the Prime Minister of Bhutan and head of the autonomous agencies (6 nos.) to stand committed towards being accountable for driving implementation and delivering the results against the annual priorities and to provide an objective and fair basis for evaluating the Ministry’s overall performance at the end of the year. As the document says, “The Performance Agreement represents an important accountability mechanism for inculcating a performance based culture at all levels of government.”

The brain storming workshop attended by senior officials of different ministries/departments including Prime Minister’s office of Government of Bhutan, showed very positive and high intention to introduce more systemic changes, particularly to strengthen government to citizen (G2C) service delivery platforms.

In Bangladesh, the participation of senior bureaucrats such as Ministries/departments’ Secretaries, Additional and Joint Secretaries, in very intensive brainstorming exercise based workshops, was full of positive energy and commitment. The top most bureaucrats including the Cabinet Secretary took lot of interest to know and understand about good practices related to Government Performance Management System (GPMS) being practiced in India as well as in other countries. As part of learning by doing, the Additional Secretaries and Joint Secretaries of Government of Bangladesh, distributed in six groups, spent around one and a half day to develop a Result Framework Document (RFD), in Bangladesh it is proposed to be called as Implementation Agreement (IA) for six different ministries/departments using India’s Result Framework Monitoring System (RFMS) software. The Secretaries during a day-long workshop organised on a holiday (Saturday) spent good time to understand GPMS as well as evaluated the RFDs developed by the groups of the Additional Secretaries/Joint Secretaries.


In both the countries, the level of involvement of bureaucracy to work towards good governance is worth noticing and appreciating. I strongly believe that the adage, “Where there is will, there is way” will stand true in case of both the countries!!