NEW DELHI: Action has been initiated ten times against eight foreign television channels in 2011 and 2012 for violation of the Programme and Advertising Codes under the Cable Television Network (Regulation) Act, 1995 and the rules framed thereunder.

Information and Broadcasting minister Manish Tewari told Parliament however that the Act does not provide for pre-censorship of the programmes and advertisements.

While FTV faced closure for ten days from 28 March this year, the AXN channel was taken off for one day. The other channels which were issued advisories or warnings included Sony Pix, Sony, TLC, and Zee Trends.

Sony Entertainment Television (SET) apologised for telecasting the promos of an adult film and the matter was closed, the violation by TCM TV for showing an adult film without displaying the Censor Certificate is under consideration. Star Cricket was pulled up for airing ad of a liquor brand.

An Electronic Media Monitoring Centre (EMMC) has been set up to monitor the content of private TV channels. The Ministry also has an Inter-Ministerial Committee (IMC) to consider the cases of violation of these codes and recommend appropriate course of action.

The Press Council of India (PCI) formed ?Norms of Journalistic Conduct? for adherence by the print media and the Council takes cognizance of the contents in print media which are violative of the Norms. However, PCI does not have any information in regard to violation of the Norms by foreign media companies.

MUMBAI: Movies Ok, the second channel from Star India under the ?Ok? banner, is being readied for launch on 6 May coinciding with the start of the Aamir Khan show Satyamev Jayate.

Star, the parent company of Movies Ok, had earlier rebranded its youth-focussed Hindi general entertainment channel Star One as Life Ok, giving it a distinct content identity after its new launch.

Movies Ok will be positioned as a family movie channel and will be headed by Star Gold general manager Hemal Jhaveri with a separate team being carved out for it.

"We are launching Movies Ok on 6 May. It is being positioned as a family movie channel and will complement Star Gold," Jhaveri tells Indiantelevision.com.

The company is still in the process of finalising a carriage deal with cable and DTH operators. The channel will be free-to-air to begin with.

"The clear cut differentiation will be the way one treat?s content and Movies Ok will be packaged differently from Star Gold. We have a library of over 1000 movies. A typical operator of a movie channel needs at least 250 movies to run it," says Jhaveri.

The new channel will be promoted during Star?s ambitious show, Satyamev Jayate. Star will also use radio and digital platforms.

"Specialisation is the way forward for Hindi movie channels. If you look at it, globally there are several genres like family, action, horror and so. We will promote the movie channel on the show Satyamev Jayate," Jhaveri adds.

Hindi movie channels enjoy a 16 per cent share in the CS4+ TG Hindi Speaking Market, as per a Tam report titled ?Impatient Generation?.

Services, auto, personal accessories and telecom are some of the categories that spend heavily on Hindi movie channels. The ad revenue market for the genre is pegged at Rs 8 billion and is expected to grow 15-20 per cent this year.