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MIB keen to strengthen distribution of children’s films

MUMBAI: Information and Broadcasting Minister Prakash Javadekar has emphasised the need to improve the promotion, marketing and distribution of children’s films.

prakash-javdekar-mainOn a visit to Mumbai, Javadekar held a review meeting of various media units of the Ministry of Information & Broadcasting (MIB) in the city which including the National Film Development Corporation (NFDC), Children’s Film Society of India (CFSI), Films Division, and Central Board of Film Certification (CBFC).

The minister also held a meeting with a group of film producers and television industry leaders in Mumbai. Those participating in the meeting briefed the minister about the various challenges facing the film industry.

MIB additional secretary for films Raghavendra Singh was also present at the meeting, which was coordinated by Shaina NC and attended by Dalip Tahil, Durga Jasraj, Manish Goswami, and Raveen Kohli among others.

Javadekar said that the government is keen to promote children’s films by facilitating expansion of their reach. He further stressed the need for production of good films for children.

He said, “The films produced by the Children’s’ Film Society of India need to be promoted and marketed well. If the films are made and we are not able to release them, then the end result will be nil.”

Javadekar also said that the budget for promotion and marketing should be a built-in component of the films’ overall project cost.

Though CFSI films win national and international awards, they fail to reach wider audience due to weak distribution.

“We need to explore all options, including outsourcing of distribution, to make our films reach far and wide,” he added.

Complimenting CFSI for organising the biennial Golden Elephant International Children’s Film Festival in Hyderabad, the minister said that the culture of children’s film festival should travel to many other cities and states. He also added that his ministry would lend support to organising such film festivals in all the states of the country.

Besides promoting films through conventional distribution channels, Javadekar also stressed their distribution through informal rural communication channels with the help of the Directorate of Field Publicity and support from the Song and Drama Division.

For this purpose, various religious and community fairs could be targeted to reach out to maximum audience, he added.