I&B minister Prasad stated: "All those with a stake, intent and obligation in the issue would have to ensure a proper outcome that's driven by market forces by the given date."

Prasad also reiterated his stance against moral policing and said he continued to believe in self regulation by both advertisers and broadcasters. He however, noted that the Fair & Lovely ad, which was taken off air after some stringent criticism could not be supported in any way, if it paralyses women power.

SELF REGULATION IN ADVERTISERS:
The minister said he had been having talks with broadcasters who are now in the process of instituting a self code for ads. "As government, we are not concerned with marketers, but only with broadcasters. We are concerned when such ads are shown on TV. We have a programme code, an advertising code and expect the advertising fraternity and the broadcasters to adhere to it," Prasad said, adding that the he does not favour a system which would involve stricter control over the two.

DD and AIR would get support and initiative to become competitive in the present environment, Prasad said. He added the public broadcaster's reception has improved significantly from what it was after a 15-day deadline issued to DD.

ANIMATION SECTOR TO GET PUSH:
Prasad also stressed the fact that the animation sector would be given a push. Animation films, which are culture neutral and have a vast audience, would be given a push with an emphasis on co productions, a liberal regime, more cost effective production facilities and an objective of getting in more qualified and trained people in the sector.

Prasad announced at the inaugural session that the Film and Television Institute of India and the Satyajit Ray Institute of Film Technology would both start an animation training course shortly.

SET HOUSE IN ORDER, FILM INDUSTRY TOLD:
But Prasad sounded a warning note to the film industry when he asked it to 'set its own house in order' by bringing in a semblance of corporate governance before asking for more government intervention and sops.

The I&B ministry would also be ready to make airwaves available for educating people on the menace of piracy if the film industry was ready with its list of title holders of film rights, he said.