Youth and On-screen Tobacco Use – Value of Media Rating System

This was a research study that aimed to assess the exposure of youth to the portrayal of tobacco use in Indian cinema and the enforcement of media rating system – its value in reducing such exposure. The study objectives were to assess (1) exposure of school-going adolescents to ‘A’ and ‘U/A’ certified films; (2) knowledge of adolescents regarding film rating system and television broadcasting schedule; (3) perceived influence of exposure to portrayals of tobacco use in films (on-screen tobacco use) on uptake of tobacco use by adolescents; (4) exposure to ‘A’ and ‘U/A’ certified films by adolescents vis-à-vis parental knowledge and consent; (5) enforcement of film rating system at cinema-hall level that restricts adolescents’ exposure to ‘A’ certified films. The study used a stratified random sampling covering 4808 students from high schools and pre-university colleges from ‘metropolitan’, ‘town’ and ‘rural’ areas of the state including a subsample of working students. Methods included a survey and a dummy client exercise using a mix of quantitative and qualitative techniques. A total of 40 films (Kannada, Hindi) were sampled based on their popularity among youth. The study found that 76.7% of students had seen at least one or more ‘A’ rated film in the year preceding the survey. Even more students (94.8%) watched ‘U/A’ films. Only 9.7% of students were aware regarding the existence of film certification system. Of students who watched ‘A’ and ‘U/A’ films, 40.3% and 46.9% of students did so with knowledge of their parents respectively. At three out of five cinema halls in Bangalore city and two out of two cinema halls in Hubli town, dummy adolescent clients were issued a ticket for ‘A’ film and were allowed entry into screening hall with staff at cinema hall paying no attention to the age of the clients. This study was primarily supported by the World Health Organization (India) office.
– Bhojani U. Devadasan N. Youth and on-screen tobacco use: value of media rating system. Institute of Public Health; 2010 – A report submitted to the World Health Organization (India) office. 

Cluster updates

6th Global Symposium on Health Systems Research

6th Global Symposium on Health Systems Research

Amiti Varma from the DEEP project presented a paper on “Situating tobacco in health policy: Using parliament as an instrument of accountability” at the 6th Global Symposium on Health Systems Research (8 - 12 November, 2020). She presented findings from an analysis of...

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IPH Representation in South Asia Regional Consortium, SARC

IPH Representation in South Asia Regional Consortium, SARC

Dr. Upendra Bhojani was invited to be a member of a Technical Advisory Panel for the South Asian Regional Consortium Centre for Combating Tobacco (SARC-CCT), Colombo. Other members of the Technical Advisory Panel include Dr. Rana J Singh, Prof. Stella Bialous, Dr....

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Consultancy project with the State Anti-Tobacco Cell, Gov of Karnataka

Consultancy project with the State Anti-Tobacco Cell, Gov of Karnataka

In a project commissioned by the State Anti-Tobacco Cell (Dept Health and Family Welfare Services, GOK), Riddhi and Upendra, researchers at the DEEP project at IPH, with the help of intern Neema Joseph, historically mapped and analyzed various tobacco-related litigations in Karnataka high court in order to identify the stakeholders as well as common laws/arguments used by these stakeholders in shaping tobacco regulations in Karnataka.

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National Summit on Tobacco or Health – 2020

National Summit on Tobacco or Health – 2020

On May 29th, 2020 the National Summit was held virtually, the main theme was on “Protecting youth from industry manipulation and preventing them from tobacco and nicotine use” , and organised “by Resource Centre for Tobacco Control (E-RCTC), PGIMER Chandigarh in...

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31st National Road Safety Week – January 2020

31st National Road Safety Week – January 2020

1.5 lakh lives are lost every year and many more are debilitated on Indian roads due to road crashes. This causes the families of victims with immense economic hardship and emotional trauma. According to the WHO reports, road crashes are one of the leading cause of deaths among the youth between the ages of 5-29 in India and worldwide.
To make our roads safe for all road users and to reduce the crash rates, every year “National Road Safety Week” is observed throughout the country. The focus of the activities of this week is to create more awareness among road users about the road safety and to emphasize good road using practices.

To observe this year’s 31st National Road Safety Week, Institute of Public Health in association with HKBK Group of institutions and Indian Degree College under banner of Safer roads Bengaluru initiative organised a bunch of activities from 14th to 17th of Jan 2020 at our selected stretch of road in Bengaluru. Signature campaign #IResolve4RoadSafety, Quiz on road safety for public and college students, Human chains at major junctions are the main activities among all other activities.

We were at all major junctions of the selected stretch of road from Hebbal to K R Puram throughout the Road Safety Week. A signature wall with student volunteers was present at all the junctions seeking public commitment for road safety. Around 3000 people committed for safer road usage through signing on our campaign wall.
Quiz on road safety witnessed more than 5000 participation. Winners of the quiz were awarded with a ISI marked 2-wheeler helmets by #SaferroadsBLR initiative. We also engaged people through our social media platform Facebook and twitter for the broader reach.

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Duration of project
(2009-2010)

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