Draft of Comprehensive Guidelines for Exhibition of Public Service Awareness (PSA) Films

July 11, 2023

The Information & Broadcasting Ministry has recently released a draft of comprehensive guidelines for the exhibition of Public Service Awareness (PSA) films produced by the Central Government in cinema theatres. The aim of these guidelines is to streamline the screening of PSA films and ensure maximum viewership during prime screen time.

Rationalizing the Screening of PSA Films

The draft guidelines intend to rationalize the screening process of PSA films in cinema theatres. Stakeholders have been invited to provide their suggestions and comments on the proposal, with the deadline for submissions set for July 22.

Exemption from Certification

PSA films, which are produced by central ministries, departments, public sector undertakings, and autonomous bodies, have been granted an exception from certification under Section 9 of the Cinematograph Act. This recognition allows the films to be exhibited in cinema theatres.

Change in Screening Duration

Previously, PSA films were screened for 15 to 20 minutes or 1/5th of the total film duration. However, as of November 17, 2021, the screening duration has been reduced to two minutes. The films are now expected to be screened for a period of 15 days or as per the Ministry’s instructions, specifically during Prime Screen Time (PST).

Incorporating Government Films during PST

To ensure maximum viewership, government films, including PSA films, should be exhibited during the PST period. Cinema exhibitors and digital cinema service providers need to obtain an ‘Approved Film/PSA Film Exhibition Certificate’ for the issue or renewal of their cinema licenses. This responsibility has now been transferred to the Central Board of Film Certification (CBFC) from the Films Division.

Verification Mechanism and IT Portal

Cinema exhibitors will establish a verification mechanism to monitor the screening of PSA films during the pre-show and interval periods. The CBFC will maintain ledger records of distribution and retrieve logs through digital content providers. Additionally, the CBFC will develop a comprehensive IT portal within one year for online distribution, compliance monitoring, and certificate issuance.

Monitoring and Information Sharing

The CBFC may implement a monitoring mechanism for inspections and obtain detailed log information from cinema exhibitors and other relevant parties on a state, union territory, and theatre-wise basis. This information will be shared with the Information & Broadcasting Ministry.

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