Media Industry believes that Bigg Boss has become the victim of rage over Rakhi ka Insaaf.
Rajat Arora | Delhi | November 18, 2010
Last night the topic of conversation in most of the Indian households and discussion on news channels was the crackdown of Ministry of Information and broadcasting on Big Boss and Rakhi Ka Insaaf. The government finally decided to sanitize the TV by asking Colors and Imagine TV to air Big Boss 4 and Rakhi Ka Insaaf after 11 PM and that too with a warning for children.
This strict action from the government against the explicit content on TV has created the buzz in the industry whether Indian TV requires an adult hour or not. The TV channels aired their flagships show at their respected time slots as they didnât receive any notice from the Ministry.
The decision garnered mixed reaction from the industry people. Mohit Joshi â Executive Director North MPG said, âi think this is an important step in favor of the viewers. In a race for tvrs, channels have somewhere marginalized the ethics of family programming. It will create a much required self regulation in the viewership space.â
Anita Nayyar, CEO Havas Media India and South Asia had totally different views on the issue. Speaking to Bestmediainfo.com, she said.âWhen roadies and splitsvila and emotional attyacharb can run at normal time why stop BB n rakhi? People who want to watch will do so any which way.â
Sudha Natrajan, COO & President, Lintas Media Group said that self regulation is the best mechanism.
âThe I&B ministry has been talking about content regulation, and putting together a committee to do that, for a while. The industry's stand has been that self regulation is the best way. We have to be conscious of viewership at homes, which in India are primarily single TV homes, which during prime time includes the whole household. The current content that has been appearing has been stretching the envelope so to speak. Airing specific content at specific time, keeping in mind the demographics of the viewership pattern, is a responsible act,â said Sudha Natrajan.
KV Sridhar, National Creative Director, Leo Burnett India while sharing his views said, âI donât watch Big Boss but my family does and I donât think anything wrong happened on that show as the feedback from my family is not bad. The shows like Big Boss 4 are totally fine for our audience as the viewers know whatâs good for them. I believe itâs the explicit content of Rakhi ka Sawant which irked the Government and Big Boss also faced the consequences as it was also in news.â
âYou know how bizarre it is when a person like Rakhi decides family disputes on TV.â added Pops.
A marketing head of a leading Hindi news Channel said, âIt is unfortunate that government has to intervene here. The behavior of GECs has been very irresponsible.â
The ministryâs action will be significant in deciding the future course of Indian TV as the ministry has shown that it has zero tolerance against the explicit content. And this also gives fuel to the question whether we need an adult hour on TV or not?
I back the I&B ministry's steps . Both Bigg Boss and Rakhi ka insaf are unfit for family viewing . As are several other programs . Also measures need to be taken against regressive soaps that propogate undesirable values not only amongst children but also adults . If the industry desires self regulation they need to act immediately and stop paying mere lip service lip service . There are enough industry associations . They need to become more responsive to their responsibilities