Mrs. Akkineni Amala is currently the Director at Annapurna College of Film and Media, Hyderabad. She completed her education at Kalakshetra College of Fine Arts, Chennai. She toured extensively with the Kalakshetra Dance Troupe both in India and abroad, under the leadership of Rukmini Devi Arundale, before joining films. Her career in Indian cinema (1985 – 1992) had her complete 50 films as the leading lady in five Indian languages (Tamil, Telugu, Malayalam, Kannada, and Hindi). In the last couple of years, Amala returned to films, playing roles in Telugu and Hindi films, and has recently completed a Tamil Tele-series ‘Uyirmei’ for Zee Tamil. She is the co-founder and chairperson of Blue Cross of Hyderabad, a registered non-profit animal welfare organization working for the welfare of animals in Hyderabad and extending support to other groups in the states of Telangana and Andhra Pradesh.

Annapurna College of Film and Media

What is the latest program that you are offering at Annapurna College of Film and Media, Hyderabad which will help students outperform and stand apart from the crowd?

Our Film and Animation programs are constantly evolving to stay at the forefront of technological advancements in the film industry. Our academic curriculum is meticulously designed to equip students with cutting-edge knowledge and provide them with the creative and technical training necessary to excel in a rapidly changing field. Through hands-on projects, students gain invaluable experience and develop the skills needed to meet the high demands of the industry, including budget efficiency, quality, consistency, and adherence to tight timelines when producing content, whether it's short films, mini-series, or documentaries.

Our campus is uniquely equipped with state-of-the-art technology, including cutting-edge sound mixing and virtual production facilities. This immersive environment ensures that our students are exposed to the latest tools and techniques, giving them a competitive edge in the industry. Our campus is even housed within a working film studio, offering students unparalleled opportunities for practical learning.

Furthermore, our emphasis on industry interactions and internships ensures that our graduates are well-prepared for the fast-paced world of filmmaking. They not only acquire technical expertise but also build valuable connections within the industry, enhancing their employability.

While we are committed to fostering a growth mindset and promoting professional behaviors and attitudes, we acknowledge that a student's background, including their previous schooling and family environment, can profoundly influence their creative drive and adaptability to new technologies. Nonetheless, we take pride in nurturing students who not only keep up with technology but also carry a creative spirit that sets them apart in the film industry.

What are the factors that make this program the best for the students to opt for? 

Unlocking the world of storytelling through film is an exhilarating journey, one that demands dedication, passion, purpose, and unwavering self-assurance. If you're a student bursting with creative potential, this is your golden opportunity to thrive. Regrettably, many educational systems inadvertently stifle the joy of creative expression. The fear of failure, a fixed mindset, and lingering insecurities often confine students to a repetitive cycle within their comfort zones.

But here's the silver lining: for those fortunate enough to encounter enlightened educators and innovative educational approaches that champion creativity, the rewards are boundless. Even if it takes a little time to recover and reignite your creative spark, the transformation is worth the effort. When it happens, you'll witness an incredible shift. You'll take the reins of your learning, your work, and your life.

For genuine seekers of knowledge, eager to master the intricate art of audio-visual storytelling, this is the place to be. Embrace the path that leads to your creative and technical growth – it's a journey worth embarking on.

What will you say are the “best practices” in the course you’re offering? 

Our best practices incorporate technology-driven experiential learning to enhance student engagement. We leverage digital tools and platforms for examinations, emphasizing practical, viva-based presentations for filmmaking and animation projects. Our continuous assessment grading system is technologically enhanced, providing clear guidance for students to learn and improve at their own pace. 

At the institute we embrace diverse learning approaches, leveraging technology to support content creation in students' preferred languages, considering their regional backgrounds. Technology plays a central role in enriching student life through a variety of engaging extracurricular activities. We employ a circular management system and academic council, utilizing technology to continuously align learning, and projects, and facilitate improvements each semester. Our faculty actively participate in industry projects, leveraging technology to enhance student internships and provide real-world experiences.

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What are some valuable insights into the program that you are offering at your institute?

An essential realization is that AI is a permanent fixture in our world and will assume many repetitive tasks. The professional landscape is undergoing rapid transformations due to technological disruptions. Additionally, climate change and the unpredictability of extreme weather events are introducing further disruptions. In such a dynamic environment, young individuals must acquire skills that empower them to create, work efficiently, and navigate their future careers successfully. 

Consequently, we place great emphasis on carefully selecting courses and opportunities that empower students, ensuring they develop essential capabilities to adapt and meet the demands of the future. This approach aims to add substantial value to prospective students, equipping them with the tools they need to thrive in an ever-changing world.

How does the program ensure that students are being prepared for the future? 

Annapurna College of Film and Media operates under a streamlined and highly evolved circular management system, coupled with a dynamic academic council, all aimed at fostering constant alignment and improvement. Our primary mission is to equip our students for the future. To achieve this, we actively encourage our faculty to engage in industry projects, ensuring that the latest industry practices are integrated into our curriculum. Additionally, we prioritize internships, to provide our students with practical experience and insights, ultimately focusing on molding them into future-ready professionals.

What are you most proud of in your career so far?

Guiding and shaping the minds of young individuals has been the most rewarding aspect of my career. It surpasses any personal achievements I may have attained. The profound satisfaction I derive from nurturing and empowering young people to chart their course in life is immeasurable.

Rather than solely pursuing my own goals, I have dedicated myself to cultivating the potential within others. Witnessing their growth, development, and eventual triumphs fills me with a sense of purpose that goes beyond any individual success. It's a privilege to be a part of their journeys and contribute to their future.

What strategy do you employ for building an efficient work team?

Collaboration and deliberation lie at the core of our training approach because we recognize the significance of fostering these essential skills. Our strategy revolves around promoting teamwork and leadership by actively engaging in discussions and joint decision-making. We discourage rigid hierarchies and instead emphasize the importance of collaborative efforts. We value and encourage both accountability and autonomy as pivotal elements in our approach.

What was the most challenging task that you faced in your career so far, and what did you learn from it?

I have always discovered my motivation through purpose, and my career has been guided by this principle. Whether the challenges are substantial or minor, I've never wavered. Challenging the status quo has always meant delving into issues to uncover solutions. The most formidable obstacles I've faced thus far have been toxic, insecure attitudes and, to an equal extent, corruption. These two elements are detrimental to any meaningful progress.

My takeaway from all these challenges is this: as humans, we yearn for purpose. Life finds boundless vitality when fuelled by the intention to make things better, to enhance the lives of others, and to contribute more value to our profession, students, industry, and economy. If we fail to do this, then Annapurna College will lose its raison d'être.

What do you find most difficult about being a Director?

The most challenging aspect of my role is bidding farewell to our graduates, a task that always tugs at the heartstrings. Yet, it is equally rewarding to witness their transformation into confident professionals, filled with anticipation for the remarkable films, documentaries, and content they will produce.

What is your Vision for Annapurna College of Film and Media, Hyderabad in the next Five years?

The upcoming five years will be devoted to crafting a cutting-edge, state-of-the-art campus; evolving our competencies and curriculum with a keen eye on the transformative impact of AI and shifting audience consumption preferences; actively scouting for the most fervent storytellers and imaginative young talents who are poised to leverage our resources to the fullest extent.