Police in Saskatchewan say the province's newly launched Amber Alert program would not have helped in the case of five-year-old Tamra Keepness, who was last seen on July 5.

Amber alert launched across Canada
Amber alert launched across Canada

Officially launched Thursday in Saskatchewan, the program is a partnership between police and broadcasters. It sends an emergency alert to the public over the airwaves in the form of a television crawl or by breaking into a radio broadcast.

Police must have evidence the child has been abducted and is in danger, and they must have the licence plate or description of the suspected kidnapper.

Chief Terry Coleman, with the Saskatchewan Association of Chiefs, says Tamra's case met none of the criteria.

"An Amber Alert wouldn't have added anything to the media assistance and the broadcasters and the information that went to the public in that case," said Coleman.

Instead, local media received an urgent bulletin when Tamra was reported missing, including a description of the girl.

Police have called off their search for Tamra, but about 60 volunteers, including First Nations searchers and some police officers continue to scour the city for her. One of Tamra's great aunts said they are searching the bushes, fields and graveyards for any sign of the girl.

The U.S. television show America's Most Wanted has posted a photo and description of Tamra on its website.

Police have said they want to learn more about who was in the parents' house the night Tamra was last seen. A $25,000 reward has been offered for any information.

Her parents have not talked to the media for the last two days.

The CBC does not participate officially in the Amber Alert process anywhere across the country because it could compel the broadcaster to hand over control of its airwaves.

"CBC's editorial and journalistic policies do not permit us to turn our airwaves over to the police for their broadcasts," said Ruth-Ellen Soles, head of CBC media relations.

"When we receive Amber Alerts we can use the information as part of all newscasts and radio and television programming."