15 days notice to channels on Baba & Guru shows

I&B ministry has asked all channels to stop broadcasting shows and advertorials with superstitious content. Expecting maturity and responsibility in the content being aired, the ministry has given a 15 day notice to the channels to submit a compliance report.

While the ministry is clear on the stand taken on the superstitious content being aired, industry experts are trying to find a balance as some of them think all astrology and numerology shows are not bad.

“Not everything that caters to shows involving numerology, astrology and the likes should be considered bad. Only certain programming which overtly misleads the consumers should be looked at. Broadly, broadcasters can consider putting up a disclaimer on such shows stating that they do not endorse or subscribe to these views.” opined News Broadcasters Association president K.V.L. Narayan Rao.

The advisory has stressed that every channel has to strictly adhere to Rule 6(1) (j) of the Programme Code and Rule 7(5) of the Advertising Code of the Cable TV Networks (Regulations) Act 1995.

The I& B Ministry has also noted that ‘most advertorials relating to Astrology, Vastu, so called discourses by Gurus and self-proclaimed healers are being shown for hours together in such a way that might lead viewers to believe they are watching a programme even though they are actually watching advertisements.

This format which has become popular in the recent times is a complete violation of the Advertising Code, particularly rule 7(5), contained in the Cable Television Networks Rules, 1994.

Sources indicate that Indian TV channels are earning an estimated Rs 100 crore-120 crore per annum across the spectrum of languages and channel genres nationally by giving away time slots to advertisers who put their programming on air. A sizeable sum of this amount comes courtesy show which offer astrolgoy, unverified medical treatment products etc.

The astrologers, product and service sellers earn money through callers who are charged a premium for the calls they make, apart from the fees they charge from clientele for private consultations.

AAAI president Arvind Sharma says I&B minsitry is right in issuing the advisory

While the industry is thinking of a response to the advisory, The Advertising Agencies Association of India (AAAI) president Arvind Sharma suggests, “There is a fine line between looking after people’s interest and curbing creative freedom. Though there needs to be creative freedom, but if the product being advertised cannot be substantiated, then broadcasters need to take the responsibility of regulating the content.”

“The I&B Ministry is right in issuing the advisory. The Broadcasting Content Complaints Council (BCCC) should be given the responsibility to monitor such contents being aired,” he said.

There are also channels who are in support of the advisory. “We have always opposed airing of programmes which lead to superstition. It is against the ethics of channels to endorse such products which are misleading and lack sanctity. There are no clinical trials of products being advertised on channels. We are happy that such an advisory has been issued,” said Care World managing director Ajit Gupta.

Source: http://cablequest.org/news/national-news/item/2614-15-days-notice-to-channels-on-baba-guru-shows.html
Source: http://cablequest.org/news/national-news/item/2614-15-days-notice-to-channels-on-baba-guru-shows.html