Professional Report - Smoke Free Movies

The next stage of implementation consists of procuring the movies and showing them to the selected
respondents. Visits by supervisors during the viewing of films has been done to ensure the smooth completion
of the viewing process. A check has been randomly done on 30% of the -films viewed. This is over and above -
- the mandatory clause that each film must be reviewed by two respondents.
5.7 Respondent profile
Respondents in the age group of 14-19 years have been chosen randomly from across the SEC A and B
classes - in four leading cities of the country. They represent the teenage segment in the community. The
favorite actors and actresses can be considered to be a fair representation of the teenage population belonging
to this socio-economic grouping. Also awareness and prevalence of tobacco usage -obtained from the sample
can be used to understand youth behavior in the context of tobacco consumption.
5.8 City wise sample distribution
The sample of 300 respondents consists of 85 respondents in Delhi and Mumbai, 60 in Hyderabad and 70 in
Chennai.
5.9 SEC wise sample distribution
The respondents are distributed evenly across both SEC A and SEC B.
5.10 Age wise sample distribution
The sample consists of teenagers from 14 years to 19 years of age. The highest number of teenagers belongs
to the 18 years age group while the lowest number belongs to the 14 years and 16 years age groups. In case
of the 14 year olds there is a high degree of parental objection to viewing films at home. Since the 16 year olds
were preparing for competitive exams, many of them did not want to participate in the research
Keeping in mind the smoker profile in India, the sample ratio of male to female has been fixed at 70:30. To
ensure adequate representation among women, a booster sample has been used.
5.11 Total smoking incidents in movies
The following parameters have been used for evaluating trends:
1. % of Movies with smoking incidents
2. Number of incidents
3. Average number of incidents per hour
4. Average duration of smoking incident
• Table 5-3 Trends of smoking incidents in films
Amount of Tobacco by
Movie & Hours
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 TOTAL
Total Number of Movies 30 30 30 30 30 35 35 35 35 35 35 35 395
Total Number with
Tobacco
24 23 24 21 24 25 28 25 30 28 25 25 302
Percentages with Tobacco 80.00 76.67 80.00 70.00 80.00 71.43 80.00 71.43 85.71 80.00 71.43 71.43 76.46
Total Number of Hour 75 75 75 75 75 87.5 87.5 87.5 87.5 87.5 87.5 87.5 987.5
Total Number of Incidents 166 171 164 142 174 201 234 295 214 162 267 273 2463
Average Number of
Incidents per Hour
2 2 2 2 2 2 3 3 2 2 3 3 2
45