The Women and Child Development Ministry on Tuesday asked TV channel Colors to withdraw the promo of its new serial
Na Aana Iss Des Lado
. The promo shows a group of men drowning a new born girl in a vessel and a man shouting “next year, give me a son”.
The ministry termed the promo derogatory towards the girl child, and stated that it tends to support the belief that the sacrifice of a newborn girl may result in the birth of a boy.
Stating that the intention behind the serial may be to create awareness about ‘socially relevant’ issues, joint secretary in the ministry Kiran Chadda, in her letter to the channel, said the pre-launch campaign appears to glorify the rampant practice of killing girls.
India has only 927 girls below 6 years of age for every 1,000 boys with states like Delhi, Punjab, Haryana, Rajasthan and Gujarat having a sex ratio much below the national average.
Colors said it would address the issues raised as and when it receives the notice. Lado deals with female foeticide, rampant the northern and central India.
“The promotion campaign on Colors shows a negative aspect of our society but fails to alert people against such practices,” a ministry official, who was not willing to be quoted, said.
The letter, a copy of which has been sent to the I&B Ministry, also asks channels to be careful while portraying sensitive issues like foeticide. It is the result of protests by several women and child organisations. “Everytime the promo is shown on TV, I have to change the channel... It is devastating,” said Jalal P. Jha, a blogger on wordpress.com.