I&B for adult content on TV, but after prime time

Reddy added that video music albums, which had adult content, could also be shown appropriately late in the night. “We are not for control but we do want the channels to self-regulate,” the Minister said.

The proposal, which could form part of the broadcast Bill that is likely to be tabled in Parliament, comes with a rider. If broadcasters are caught showing adult content during prime time, they could face stiff penalties.

The mood for change got the nod after a workshop to debate content on television. One of the more radical proposals being discussed is a limit on the extent of advertising time. In the West, the norm is 20 per cent, but no limits have so far been specified in India.

There is also a proposal to set up a truly autonomous, quasi-judicial body as a regulating authority.

The regulator will receive and dispose of grievances and complaints on content from viewers. Another issue being looked at is whether channels should be asked to set aside resources for a fund that could be used to disseminate social messages. In the telecom sector, all service providers are required to set aside resources for a corpus to facilitate rural telephony.