India needs an Act to regulate kids’ content; provide parenting guidelines

Essential for broadcasters and kids content creators to develop content that balances education and entertainment

MUMBAI, 31 March 2016: To develop and improve the mind set of citizens it was of utmost importance that children were exposed to responsible entertainment and education. Right kind of education was more important than Right to Education. Children consists one-third of India’s population, hence it becomes critical for broadcasters and content creators to develop content which adds value and balances education and entertainment. Therefore, India needs an Act that regulates and monitors the content viewed by children as they are the future citizens of the country. The Act should also provide parenting guidelines.

This was stated by eminent media and entertainment industry veterans at a session on ‘India needs a kids content Act’ on day two of FICCI FRAMES. The kids programming in India needs customization and original content. An effective Act will ensure the largest kids population that India has gets the right content, education through entertainment and save the Indian cultural values and ethos by bringing in the right balance between the foreign content and Indian content.

Mr. Subhash Ghai, Film Maker, said for children to grow as real architects of the nation it was essential that they received extensive and in-depth knowledge about their culture and values. He pointed out that the state of education in India was mediocre and there were many great Indian stories that could be explored for creating content for kids.

Mr. M Srinivasan, Founder, GEAR Education, said that the personality of child develops in the first 10 years and it becomes essential that they were exposed to quality content. Hence, some regulations were needed to ensure that kids received quality exposure. He added that a comprehensive guideline for parents was also needed as the ambience of a child created his/her character.   

Mr. Rajiv Chilaka, Creator of Chhota Bheem, said that there were 630 million kids below the age of 16 years in India and kids’ content creators needed to add value to their properties. He suggested that to reach kids in the rural areas, there was a need for a dedicated channel like Doordarshan Kids as these regions may not have access to cable TV.

Mr. Mukesh Khanna, Chairman, CFSI, said that non-Indian content was being viewed by children as producers were scared to make products for kids as they were bound to lose money. Therefore, a regulation was needed that could encourage producers to develop original content for kids.

Citing the example of the film Baahubali, Mr. Nishith Takia, Producer, Delhi Safari, said that Indian content can be successful. Today children have lost respect for their own culture   and the need was to promote kids content which was rich in Indian values. He added that kids must be taught to value their heritage and they should not be ashamed of their roots.

Ms. Nina Jaipuria, EVP & GM Sonic & Nickelodeon India, Viacom 18 Media Pvt. Ltd., said that when Viacom ventured into the kids segment, 100 per cent content was from overseas but today almost 65 per cent content was Indian. She added that with digitization sharper segmentation has taking place which is helping in reaching more kids as well.

The moderator of the session was Mr. Ashish Kulkarni, Chairman, FICCI Animation & Gaming Forum

- See more at: http://www.filmytown.com/india-needs-act-regulate-kids-content-provide-parenting-guidelines/#sthash.oRxzM5i3.dpuf

Shaan & Sadhana Sargam spread happiness through the music of adventure jungle film Shortcut Safaari

Singers Shaan & Sadhana Sargam release the music of Children Adventure

Film Shortcut Safari

30^th March 2016; Mumbai: It was indeed a memorable day for the kids of Smile Foundation as popular singers Shaan and Sadhana Sargam launched the music of adventure jungle film Shortcut Safari. The team of this kiddie flick chose to launch the film in an unconventional manner with those special kids from Smile Foundation. The kids from Smile Foundation welcomed everyone by presenting beautiful flowers at the entrance. Post the music launch, a Shortcut Safari theme cake was cut by the stars. Music director Rohit Tiwari, Shikha Singhi Head Films Junglee Music was also present at event. 

Shaan was quoted, “Movies for children are made very rarely these days, Shortcut Safari will provide wholesome entertainment which is a film about Mother Nature. The best part is that the songs have been sung by some very talented kids for the kids.”

Shaan who’s known for his humble & down-to-earth persona sang ‘Piggy Bank’ for the kids. Cricket was the favourite topic for discussion during the event due to T20 World Cup and Shaan surprised everyone by singing the title track of historic movie Jo Jeeta Wahi Sikander.

The music album has 5 different kinds of tracks and offers variety for everyone. Shaan has sung Piggy Bank composed by Rohit Sharma. This is a very peppy number in the film which has been picturized on the kids. Sadhana Sargam & Atreyi Bhattacharya have lent their voices to ‘Ek Dhara Ke Jan Gan’ which has been composed by duo Samir-Mana. ‘Bako Sufu’, ‘Zor Lagaa De’, ‘Dip Dip Dara’ are some of the other tracks which provide spunk to the album.

Three times National Award winner Director Amitabha Singh was seen having a gala time playing with the kids.  Amitabha Singh shared, “I am very delighted to be present here among these kids who are spreading happiness through their innocent smiles.”

Santanu Mishra, Co-Founder & Executive Trustee said, “Films play a very important role towards sensitization and Smile Foundation has been making and associating with films which are creative, innovative with a balance of the right content and the right quality. We are glad to be a part of “Shortcut Safari” and confident that the movie will create a lasting impact in the minds of the audience while conveying the underline message.”

Jimmy Sheirgill starrer Shortcut Safari is all set to release on 29^th April. This adventure film traces the lives of a few school going kids who get lost in a dense forest during their outing. Directed by Amitabha Singh, Shortcut Safari has been screened at various film festivals and applauded a lot for the children's performances. Amitabha Singh has been the DOP on the Oscar nominated The Good Road. Shortcut Safari features Aashi Rawal, Sharvil Patel, Mann Patel, Ugam Khetani, Stuti Dwivedi, Deah Tandon and Hardil Kanabar. Jointly produced by Xebec Films Pvt. Ltd, Kashyap A Shah & Amigos Fin-o-tainment, Shortcut Safari, Shortcut Safari aims to deliver a very effective message to conserve Mother Nature.

About Smile Foundation:

Smile Foundation is a national level development organisation benefitting over 300,000 underprivileged children, their families and the community directly through 158 welfare projects on subjects such as education, healthcare, livelihood, and women empowerment across 25 states of India every year. Adopting a life cycle approach of development, Smile Foundation focuses its interventions on children, their families and the community.

Baaghi touching millions of hearts across quarters

Sajid Nadiadwala's Baaghi has created a rage amidst the audiences with its hugely popular content pieces.

The love the trailer has been garnering proves that the Heropanti team of Sajid Nadiadwala, Sabbir Khan and Tiger Shroff have yet another winner at hand with Baaghi this year!

Every new content of the film is hugely loved and appreciated by the audiences.

Baaghi's trailer which garnered 6 million hits in 2 days of release has now crossed 12 million views.

The action packed trailer directed by Sabbir Khan's vision, brilliantly executed by Tiger Shroff and backed by Producer Sajid Nadiadwala makes for a front-runner.

The trailer which showcases Shraddha Kapoor and Tiger Shroff in a daredevil rebellious avatar performing power packed stunts has been a huge hit amongst the masses with the film basking warmth from all quarters.

Sab Tera' the first romantic number from Baaghi went on to become an instant favorite with soulful vocals by Shraddha Kapoor.

Shraddha Kapoor's angelic voice has contributed immensely for the song to become a rage amongst music lovers. In nearly a week since its release the song has already crossed 4 million views.

The anticipation levels taking Baaghi are rising by the day as the audiences are eager witness more glimpses from the film.

The makers of Baaghi are overwhelmed with the positive response coming their way.

The film has a phenomenal response rate with the dislike ratio being 15:1.

Team Baaghi consisting Sajid, Sabbir, Shraddha and Tiger who deliver best in their own individual strides make for a winning team with the audiences applauding various aspects of the film.

Sajid Nadiadwala's Baaghi is a rebellious Love story which will feature Shraddha and Tiger going against all odds for love.

Directed by Sabbir Khan, the film is set to release on 29th April, 2016.