liquor and cigarette commercials will soon be on air.
Now, all that stands between them and the viewer is
the Central Board of Film Censors. And the board will
pass them if they don't refer to alcohol or tobacco,
few months ago, channels airing ads of liquor and cigarettes
would have faced a notice from the information and broadcasting
ministry. But now Radico Khaitan's Magic Moments music
CDs got the go-ahead even though it shares its name
with the company's vodka brand.
CBFC, or censor board, certified it after finding no
reference to alcohol. Sources say more surrogate commercials
will follow, including some for Kingfisher, Seagrams
and Teachers, advertising mineral water and golf accessories.
a turnaround from the situation in March, when the information
and broadcasting ministry issued show cause notices
to 31 satellite TV channels for airing surrogate liquor
and cigarette commercials.
sources admit that since then, the liquor lobby has
been putting pressure to prevent a ban on surrogate
advertising. Broadcasters too argued that the medium
was being unfairly targeted. The ministry finally relented.
The new notification has asked for CBFC to vet the commercials
but clearly much more leniently.
are toasting a victory of sorts. Some see television
adspends rising Rs250 crore, adding to the Rs5,000 crore
ad spend, at the moment.
(The times of India) Bangalore was showing huge
growth thanks to liquor ads, radio and outdoor has never
seen so many surrogate liquor hoardings," said
Joy Chakraborthy, head, network sales, Zee Telefilms.
"These guys are now coming to us, there's a clear
mandate, there's no confusion."
what's far from clear is how the authorities will verify
of products, the surrogate commercials depict on screen.
Even so, the queue at the Censor Board's door is bound
to grow longer.