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Doordarshan releases guidelines for gender sensitive programming - nairrk - 03-16-2019

MUMBAI: Public broadcaster Doordarshan has released guidelines for gender sensitive programming to challenge gender stereotypes and inequity in society.

The guidelines provide ideas and direction for content planners and producers on how to use their programmes to promote gender equality and encourage change rather than perpetuate gender stereotypes.

The public broadcaster will review programmes, conduct workshops and undertake annual studies to understand the effectiveness and implications of gender-sensitive programming.

Doordarshan Director General Supriya Sahu said, “As a responsible Public Service Broadcaster, Doordarshan has primed guidelines for gender-sensitive programming. These guidelines establish principles to challenge gender stereotypes and inequity in society. A checklist with Do’s and Don’ts is included to help programmers translate the principles into action. These guidelines are a pioneering step towards constructing a gender equitable society.”

The guidelines provide ideas and direction for content planners and producers on how to use their programs to promote gender equality and encourage change rather than perpetuate gender stereotypes. It also recommends broadcast of gender transformative ideas through formats like promos, spots, quickies, jingles, program bumpers etc.”

The guidelines has been drafted keeping in mind the Indecent Representation of Women (Prohibition) Act 1986 and the Program and Advertising Codes prescribed under The Cable Television Network Rules, 1994 (Rule 6 and Rule 7) and Article 15 of Indian constitution which provides prohibition of discrimination on the ground of Religion, Race, Caste, Sex or Place of birth.

These guidelines recommend that production of programmes targeted mainly to one sex should be given general titles incorporating the family or the home and in this way such programs would appeal to a wider range of listeners and viewers. The guidelines also recommend broadcast of gender transformative ideas through formats like promos, spots, quickies, jingles, and programme bumpers.

The guideline intends to increase the participation and involvement of both sexes in broadcasting as producers or decision makers in the industry. The guideline restricts channel from showing a woman professional character who spends all her time crying and being involved in dramas/conspiracy at home; women as damsels in distress and man as the only protector.

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