Public interest spots during movies to highlight Modi government’s schemes
Public interest initiatives such as anti-smoking, cleanliness drive and digital payment platforms will be conveyed to the movie goers through spots ranging between 30-60 seconds
india Updated: Oct 05, 2017 09:22 IST
Hindustan Times, New Delhi
The information and broadcasting (I&B) ministry wants public interest messages relayed during film screenings.
Issues such as anti-smoking, cleanliness drive and digital payment platforms will be conveyed to the movie goers through spots ranging between 30-60 seconds.
As of now all films carry anti-smoking messages at the beginning of the films and during intervals as it is a prerequisite for cinema theatre to run public service messages.
Sources in the ministry said the idea was also proposed by the Shyam Benegal committee that was set up to suggest reforms in the central board of film certification, also known as the censor board.
“We already have spots on eradicating open defecation, which is part of the swachh bharat campaign, and female literacy, which have been produced by private players as well as the films division of the ministry. There is a proposal to broadcast these during film screenings,” an official said.
The screenings are line with the union government’s call to popularise schemes and people-centric initiatives. Prime Minister Narendra Modi during his interaction with BJP MPs and his ministerial colleagues has also repeatedly stressed on strengthening communication with the electorate and focus on schemes that benefit the masses.
Using the big screen to relay messages will bolster the existing means of communication, the official explained.
“The I&B ministry has departments such as the directorate of field publicity to convey government messages to the people in far off and rural areas. They use popular methods such as street plays, and posters to inform,” the official said.
The official said the issue will be discussed with film makers, who had earlier resisted scrolling anti-smoking messages on the screen each time someone on the screen was shown lighting up. While film makers had complained that the spots were a distraction, the move was resisted by the union health ministry, which opposed dilution of anti-smoking messages in films.
