Along with a content code and an advertising code, the I&B Ministry is all set to introduce a mandatory social messaging code for private broadcasters as part of the proposed Broadcast Bill.

Private news channesl would now have to come into the picture for “larger good”, be it by airing aggressively the AIDS awareness and polio campaigns or popularising a new legislation. The move is expected to free up Doordarshan, which according to I&B Minister Priya Ranjan Dasmunsi is the only channel that sets aside time for social

campaigns.

Channels failing to comply with the code would have to pay a fine. This would be followed by a show-cause notice for cancellation of licence.

Though the ministry is yet to define what constitutes social messaging, it has specified that 10 per cent of the news/entertainment content every week would have to be devoted to social messaging along with 10 per cent of the commercial time. Apart from regulating content, the proposed Broadcast Regulatory Authority of India (BRAI) would also monitor social message capsules. The Broadcast Bill is expected to be tabled in the Monsoon session.

While other parts of the Bill have been part of the discussion with stakeholders, the social messaging code is non-negotiable. “The time and duration of the public service have, however, been fine-tuned with inputs from the private broadcasters,” a ministry official said.

While the channels would be mostly free to decide how to incorporate social messaging into their content, the commercial segments will have to carry the Centre’s social campaigns free-of-cost. “They can themselves generate corporate ads to back this up. But, 10 per cent of commercial time has to be devoted to public service,” the official added. Social sector ministries — Health, Rural Development, Panchayati Raj, Social Justice and Empowerment, Women and Child Development —would submit a campaign of the month for the free-to-air commercial slots.