“Peoples Media Chief T G Vishwa prasad Must Retract His Remarks Against Art Directors”
Telugu Film Art Directors Association Issues Strong Rebuttal
Hyderabad:
In a strongly worded statement, the Telugu Film Art Directors Association has condemned the recent remarks made by Peoples Media Factory head, Mr. Vishwaprasad, in which he allegedly labeled the art direction fraternity as an “art mafia” during a televised media interaction.
Art Direction — The Creative Backbone of Cinema
Highlighting the artistic and technical importance of their craft, the association reiterated that the role of an art director is indispensable in filmmaking. From conceptualizing a director’s vision to bringing fictional worlds to life through elaborate set designs, every stage of the process is meticulously planned in consultation with the cinematographer, director, and producers.
They emphasized that budget calculations, set construction, and design alterations are not arbitrary decisions but are collectively agreed upon, often influenced by creative requirements and approved by the producer. Mid-production changes—whether due to script demands or artistic enhancement—are an integral part of the filmmaking journey.
“Concerns Should Be Addressed Professionally, Not Publicly”
The association expressed disappointment that instead of raising production-related concerns with the Film Chamber of Commerce or seeking clarification directly through the association, Mr. Vishwaprasad chose to make sweeping statements in the media. According to them, such public generalizations risk undermining the credibility of an entire professional department.
“Comparing Dedicated Professionals to Mafia is Deeply Offensive”
The association noted that many Telugu art directors have journeyed from Chennai to Andhra and Telangana, working tirelessly—often away from their families—with absolute dedication to the craft. Comparing these committed professionals to a mafia, they said, is “deeply disrespectful” and dismissive of decades of hard work and creative excellence.
They further pointed out that the association operates with strict membership guidelines—granting entry only to those with proven skills, practical on-set experience, and the ability to keep pace with evolving design technologies. Several members, they added, have earned national and international acclaim for their contributions to cinema.
Demand for Immediate Retraction
The association has called upon Mr. Vishwaprasad to withdraw his remarks without delay, warning that such unfounded allegations tarnish the reputation of an entire creative community that has been a cornerstone of the film industry since its inception.
“Art direction is not merely a department—it is the soul of cinematic visual storytelling,” the statement concluded.
About The Author
