The Telugu Cine Art Directors Association strongly condemns the recent remarks made by People's Media Factory head Vishwaprasad.
- Vijaya Preetham
- Aug 13
- 1 min read
The Telugu Cine Art Directors Association strongly condemns the recent remarks made by People's Media Factory head Vishwaprasad,
who referred to the art department as an "Art Mafia" during a media appearance. These comments are seen as disrespectful and baseless, especially considering the critical role art directors play in visualizing the director's vision and shaping the production design of a film.
Before production begins, art directors and production designers work closely with directors and cinematographers to plan sets and visuals. Any changes during set construction are often discussed with producers and made with proper approval. Accusing the art department in media without seeking clarification from the concerned association or individuals is both irresponsible and misleading.
The Association acknowledges the employment opportunities created by People's Media but urges Mr. Vishwaprasad to retract his statements publicly. Comparing hardworking, skilled professionals to a “mafia” is deeply offensive, especially when many have
dedicated their lives to the craft, often working away from families under difficult conditions.
Art direction is a respected, skill-based profession with a long-standing legacy of excellence in Indian cinema. The Association ensures that all members meet professional standards and adapt to evolving technologies.
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