The Hindu Business Line : Panel calls for content regulator, rules for TV programmes, ads

TO formulate a comprehensive Broadcast Code, a committee set up by the Information and Broadcasting (I&B) Ministry is examining a draft that proposes the creation of a Content Regulator and putting in place provisions relating to programming for children, adult fare, privacy issues and advertisements.

Sources in the group said that while the emphasis is on self-regulation by broadcasters, it is proposed that the Content Regulator will have two arms — a Grievance and Disciplinary Committee, and a Rules Committee.

It is also proposed that the provisions of the Code would vary depending on the type of programme. For instance, it is felt that a uniform standard cannot be applied to fiction and documentaries, as these are two different genres. For children, the draft says that programmes must be specifically designed for different age groups and must entertain and educate them.

For broadcasters, in general, it suggests prohibiting scenes with sexual content or violence, and consumption of drugs, alcohol and tobacco products. "For religious programmes, the draft has suggested that programmes should not explicitly appeal to the audience to convert to another religion," they said.

"After a spate of sting operations by news channels, the Code proposes that news, in whatever form, should be reported with due accuracy and presented with due impartiality," added the sources. The draft, prepared by FICCI, has said that any infringement of privacy in the making of a news-based/related programme should be with the consent of the person or organisation.

On scheduling of programmes, the draft says that care and sensitivity should be exercised to avoid shocking or offending the audience. Broadcasters must take care of the content aired between 4.00 p.m. and 7.00 p.m., the prime time for children. However, programmes that belong to the adult genre could be aired from 10.00 p.m. to 6.00 a.m., with a disclaimer. However, here too pornography is a strict no-no. Where access to television programmes can be controlled as through Direct-to-Home services, the scheduling of the adult fare would not be an issue.

The proposed Broadcast Code will also have separate rules for advertisements. It states that there must be a clear distinction between programmes and advertisements. Viewers should not be led to confused the two. Also, it will categorically lay down the products and services that cannot be advertised — for instance, betting tips, private escort agencies, drugs and magical remedies.

It is also proposed that indirect or surrogate advertising should be curbed by putting in place the ratio between the ad spend and the turnover of a particular product. If advertising spends exceed the ratio, such advertising could be treated as indirect. Also, the name of the product category being advertised must feature prominently in the advertising.