In 1973, AMADE launched its annual prize to be awarded under the patronage of UNESCO at the International Monte-Carlo Television Festival. The aim of this Prize is to reward a programme of excellence which echoes the ideals of UNESCO and AMADE and which deals with an issue of human relationships whose plot and treatment neither feature violence nor excite to it.

In 2003, the prize was awarded to "A Brother for Life" (Dakishimetai), a fiction programme by NHK Japan Broadcasting Corporation and "For a handful of rupees" (Pour une poignée de roupies) a news programme by TF1, France.