The Ministry of Information & Broadcasting has taken a significant step in the dissemination of public service messages by publishing a preliminary version of extensive guidelines for the screening of Public Service Awareness (PSA) films created by the Central Government. These guidelines aim to rationalize the screening of PSA films in cinema theatres, ensuring maximum reach and impact for public service messages.
Objectives of the Guidelines
The draft guidelines released by the Ministry of Information & Broadcasting seek to streamline the exhibition of Public Service Awareness films made by the Central Government in cinema theatres. The ministry intends to rationalize the screening process of these films to enhance their effectiveness and ensure maximum viewership. By providing clear instructions and recommendations, the guidelines aim to create a standardized approach for the exhibition of PSA films.
Involvement of Stakeholders
Recognizing the importance of stakeholder participation, the Ministry of Information & Broadcasting has invited suggestions from stakeholders to further improve the guidelines. This collaborative approach ensures that the views and perspectives of cinema exhibitors, theatre owners, digital cinema service providers, and license applicants are taken into consideration. The involvement of stakeholders in the decision-making process is crucial for the successful implementation of these guidelines.
Scope of PSA Films
PSA films are produced by central ministries, public sector undertakings, autonomous bodies, and documentary filmmakers for awareness and news-related purposes. These films are created to communicate important messages and raise public awareness on various social, economic, and environmental issues. The Ministry of Information & Broadcasting plays a vital role in approving PSA films and facilitating their exhibition in cinema theatres.
Exemption from Certification
One key aspect highlighted in the guidelines is that PSA films approved by the Ministry of Information & Broadcasting are exempt from certification under the Cinematograph Act. This exemption streamlines the process of showcasing these films in cinema theatres, eliminating the need for additional certification procedures. It provides flexibility and expedites the exhibition of PSA films, enabling them to reach a wider audience.
Screening Requirements and Certification
Film exhibitors, theatre owners, digital cinema service providers, and license applicants are obligated to screen PSA films in their cinema theatres. To ensure compliance, cinema exhibitors and digital cinema service providers need to obtain an ‘Approved Film/PSA Film Exhibition Certificate’ as part of their cinema license application or renewal process. The responsibility of issuing these certificates has been transferred to the Central Board of Film Certification since April 20, 2023.
Optimal Screening Time and Slot Availability
The guidelines recommend screening government films, including PSA films, during the Prime Screen Time (PST) to ensure maximum viewership. This strategic placement enhances the reach and impact of public service messages. Additionally, the Ministry of Information & Broadcasting will decide the screening of PSA/approved films based on slot availability in cinema theatres. This allows for efficient utilization of screening opportunities and maximizes the dissemination of public service messages.