Remix girls protest content-on-cable law
TV is being scrubbed clean with the new content law, but new remix girls think the censors should take a walk.india Updated: Aug 30, 2006 19:48 IST
The dust is slowly settling on the content-on-cable slugfest but the music video item girl has emerged from the mess, angry and licking her wounds.
The past decade saw the birth of the remix music video, in which video queens like Meghna Naidu and Shefali Jariwala made their names through suggestive dances to ‘remixed’ versions of Hindi film songs.
The trend caught on quickly and made celebrities of a gallery of new faces with a one-video-CV. Now, with the court ruling that music videos, like films, need approval from the Central Board for Film Certification for cable airing, the remix industry seems to be in trouble.
Video dancer Kainaz, who has produced, directed and acted in her Yeh din to aata hai video says, “I invested Rs 25 lakh in this video and now these channels refuse to play it. It’s got an ‘A’ certificate but they won’t even show it late at night. I don’t know what to do.”
Nandini Jumani, whose raunchy debut video, I Love you pyar karu chhu, helped get her a reasonable amount of attention — including plenty of stage shows — has just come out with her second, Yamma yamma.
This one isn’t on TV. As a result, Nandini is out in the cold. “I’m not getting much response this time,” she says. “How is my work going to be noticed? I really don’t understand.” The sympathies of Rakhi Sawant, who has had a knack for being in the news (courtesy videos, item numbers in movies and, most recently, at an eventful party at which she alleged the singer Mika Singh forcibly kissed her), are with the video girls.
“They say video girls shouldn’t reveal anything but look at all those big movie actresses wearing micro-mini clothes in their film promos. Just because video girls are not big names, we’re being targeted.”
It’s not just the video girls who are worried, though. Some channels are just as anxious about the censorship rules. The steamy video of Paris Hilton’s debut album, Stars are Blind, has been prevented from going on air.
Narendra Kusnur of EMI, which is distributing the album, says, “We had expect ed a lot of airplay for the video. We even sent them an edited version but that too was rejected.” TV channels now need to get all videos, old and new, certified.
“It’s a time-consuming process but we will abide by the law. It’s viewers who will lose out,” says Channel V head Amar Deb. “We only run certified stuff but this ruling will severely affect the range of our music,” says Keertan Adyanthaya, VP and GM, VH1 networks. And perhaps revenues as well.
Censor Board chairperson Sharmila Tagore says, “The laws were always there, it’s just that the channels never followed them. Now the Information & Broadcasting ministry and the courts have become strict and all that is happening is in sync with international standards of broadcasting.” Er, but is TV abroad this zingless?