India 2018

Mass Communication 429
DD Archives
Doordarshan Archives reinvented itself in 2003 with a new approach and
prepared itself to meet the challenges of Audio Visual Digital World.
Audience Research
The Audience Research unit of Doordarshan with its 19 field units located
with Doordarshan Kendras all over the country, is involved in Research
studies on various aspects of broadcasting since 1976.
Electronic Media Monitoring Centre
www.emmc.gov.in
Protecting the citizens from undesirable content being aired by television
channels is a norm followed by almost all leading democracies in the world.
In India, Electronic Media Monitoring Centre (EMMC) is entrusted with the
task of monitoring the content being aired by TV channels. EMMC is among
one of the premier organisations of the world that monitor the broadcasting
sector and the content being aired by broadcasters. The Centre is also one of
the youngest among the government-owned media units in the country.
It is worth recalling that the need to monitor content arises in response
to grievances and complaints coming from different quarters against invasion
of raunchy reality shows, talk shows, news, documentaries and soap operas
into the television industry.
EMMC records and monitors the content of around 600 channels,
beaming over the Indian Territory, so that any violations of codes framed
under the Cable Television Network (Regulation) Act, 1995 could be checked.
Cable Television Networks (Regulation) Act, 1995 identifies several codes
which must be adhered to by all broadcasting entities. The revised uplinking
guidelines and downlinking guidelines for channels beamed at
Indian viewers also require monitoring of content for possible violations and
remedial measures thereto.
Electronic Media Monitoring Centre identifies topical matters of
immense public importance and reports them to the Ministry for evaluation
and for taking any action, if needed. EMMC also prepares and submits
special reports to the Ministry on topics desired by the Government. Setting
up examples of success, the EMMC has taken a big leap forward by starting
Radio Monitoring since January 1, 2015. The newly started wing of EMMC
is currently monitoring Community Radio Stations (CRS) for detection of
possible violations. At present, 30 Community Radio Stations from across
the country are being monitored to check whether they are airing any
content that violates the ‘General Agreement between Government of India
and Community Radio Stations (GOPA)’ and ‘Programme and Advertisement
Code of All India Radio’. In a very short span of time, several apparent
violations have been detected in the content being broadcast by CRS and