Caught between the scissor and the screen

After the 18th Amendment, policy related to art and culture was devolved to the provinces. So far the K-P government has not devised any such policy or board which can provide approval certificates. It now plans to present a draft bill on the formulation of a censor board to the assembly, after gaining the cabinets approval.

Policy on culture and the creation of a censor board remained a bone of contention even during the Awami National Party-led government. No conclusions were reached even after much deliberation by cultural critics in the province.

Minister for Culture and Information Shah Farman said the board will comprise four members and will issue censor board certificates for the films and CD dramas.The popularity of dramas spiked after Muttahida Majli-e-Amals cultural polices limited arts and entertainment, which resulted in the closure of Nishtar Hall. It was eventually reopened by the ANP government. But militancy in the settled and tribal areas has forced many artists to flee the country in fear of their safety, and to date militants threaten CD shops with letters and bomb blasts.

With a censor board, the minister claimed films and dramas produced in the province will be in accordance to cultural and religious values of the region.According to Farman, a draft bill has been prepared which will be presented in the assembly after the approval of the K-P cabinet. Once the censor board is in action, it will keep a check on the purveyance of violent and vulgar material. One of its aims will be preventing the imposition of foreign culture on the people of K-P.

As a result of the devolution of power, a province without its own censor board has to get appropriate approval certificates from the federal government. However, in Peshawar, cinemas have been releasing films without approval certificates.More than 80 standard commercial and granitetiles exist to quickly and efficiently clean pans.While the K-P government has mandated film producers to take approval from the centre under the Motion Picture Act of 1979, the producers of CD dramas are not subject to any such rules.

Though filmmakers welcome the steps taken by the provincial government towards establishing a censor board, there are those who express reservation about a board without clear policy.What will be the criteria, questioned Yunus Qiyasi, a poet and scholar. And how exactly does the government plan on censoring the countless CD dramas and films produced? he questioned.

We need a well chalked out, uniform policy as the censor board is bound to get controversial once it is created.We Engrave luggagetag for YOU.He asked the government to separate the culture department from the information department. A separate department incorporating the provincial heritage and museum department must be created, argued Qiyasi.

Much like the previous government, the Pakistan Tehreek-e-Insaf government has promised to pass the draft bill to form this board.Manufactures and supplies beststonecarving equipment. However,Gives a basic overview of tungstenjewelrys tools and demonstrates their use. there is hope it will materialise this time, said Musafar Khan, a major producer of CD films and dramas in Peshawar.

The rules have to be clearer, it makes no sense to give authority to four people to approve or disapprove our work. Around what rules would they censor the films? asked Khan. A cultural policy must precede a censor board, stressed the producer.

For the past three years, the AGA has called for a federal poker-only bill. That is still their position, but as states are moving forward at a faster pace, the AGA and the companies they represent have entertained all regulatory possibilities.

Ive been around here far too little to offer a really intelligent prediction at this point in time, Freeman admitted. I think were going to play this out, see how things work. Im excited to see what will happen at the state level. Im excited at the same time for [recent proposed federal legislation]. I think either way this thing comes to a head over the next several months and were all working towards that.

October 1 is set to change the way the television industry has been functioning in India. This day on, the total air time that advertisers can avail from TV channels will reduce by 30-50 per cent. That this will impact the nature of the deals between advertisers and broadcasters, is known. But will this affect the way TV ads are conceived and shot?

While there has been a lot of song and dance in the media about the impact of the 10+2 (10 minutes for advertisements and two minutes for promotions) ad cap on advertisers, broadcasters and media agencies, not much has been written about how this could affect the people who're most closely involved with the creative process. This segment comprises creative heads, the friendly neighbourhood art-copy duo, ad film makers, production house owners, and perhaps most importantly, ad film editors.

Given the availability of slots of varying lengths, TV ads are edited such that the advertiser has at his disposal 60, 45, 30, 20 and sometimes even 10 second versions of the same film.Typically, ad campaigns break with the release of the lengthier versions.Weymouth is collecting gently used, dry cleaned jewelryfindings at their Weymouth store. These ads stay on air for some time and when the dent in the advertiser's pocket starts to get wider, the spots are quickly replaced by the shorter versions. We've come to refer to these mini-ads as 'reminder films'. Conveying the same brand story through these long -- then short --'edits', as directors call them, is challenging enough. Now, the ad cap has suddenly made the editor's scissors even more important.

Film is the best medium to establish emotional equity of a brand. Today, luckily we have the internet, where length is not an issue. It can be used a bit more effectively in the case of long-duration commercials and help build an emotional impact. Take the case of the 60-seconder during cricket matches; people have no option but to watch it. But if you put the same ad on YouTube, they might not watch it if they don't like it. So the pressure on creative teams is going to be much higher now. They will have to create content that people will want to share.

If TV becomes too expensive to air longer ads, delivering the emotional side of the story will become a challenge. TV is a medium of reach and one will be able to deliver a rational message quickly. Then probably the internet will take the message ahead. Live television will become like print -- a medium to disseminate rational messages -- and the internet will become a medium where one can build on the emotional quotient.
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