Thorn Birds

While music video artistes express their ire, channel heads are more than willing to comply with the new Court rulings

Sizzling seductress Rakhi Sawant, who believed in the 'if you've got it, flaunt it' mantra will now have to reinvent herself or perhaps indulge in a couple of lip-lock sessions with more wannabe singers like Mika to ensure that she remains in the public eye. The micro-mini clad Deepal Shaw better find a new tailor, one who is willing to stitch full-length outfits for the girl. When the cat-eyed Shefali Jariwala crooned Kanta Laga in her debut music video, it catapulted her to instant stardom as the camera repeatedly focused on the tattooed heart on her collarbone. But this time the impact of the Kanta is far from pleasant. When Meghna Naidu's ample assets swayed to the foot-tapping beat of Kaliyon Ka chaman, little did the lass realise that a couple of years later, the kaliyan will be replaced by kantas.

Music videos which hitherto thrived on a free-for all raunchy display of their item girls dressed in itsy-bitsy numbers and vulgarly gyrating to catchy remixed versions, are now being forced to clean up their act. A new court ruling clearly states that even music videos, like films, need approval from the Central Board for Film Certification for cable airing. Which simply implies that the bosom heaving thrusts performed by music video stars like Meghna Naidu, Sanobir Kabir and Shefali Jariwala will be classified with an' A' certificate unless these item girls are willing to don the 'purdah'. Going by the heat the current ruling is generating, some enterprising director should consider a remix version of Parde me rehene do.

Jariwala takes strong offence to the term 'item girl' and counter-questions, "What exactly is an item girl? There is no such word in the English dictionary. Call me an actor or dancer instead." But the bravado is quickly replaced by a strong sense of frustration. Trying hard to sound diplomatic, she says, "The ruling is fair in the sense that one has to keep in mind the sentiments of a majority of our audience who are conservative Indians. But the younger generation who are more accustomed to watching Western movies and songs may not find our videos all that raunchy. In fact in comparison to say a Paris Hilton's video, we would be labelled as conservative."

Jariwala does have a valid point. International pop videos sizzle with steamy scenes that are considered an integral part of their song sequences. In fact, singer Chris Issak was seen canoodling with a topless Helena Christensen in his unforgettable video track, Wicked Games. In yet another video, teen icon Christina Aguilera is happily dirty dancing in a shower with a bunch of chorus dancers. Says Mukesh Desai, CEO of T-series says,

"The law has to be applied uniformly to both Hindi and English music videos because MTV and Channel (V) continue to air English music videos, which seem to have adult content. It is true that in recent times some of the content of music videos was not suitable for family viewing. But then it all depends on individual perception and lifestyle. Don't we get to see girls dressed in minis and tight tops and jeans in real life? The fashion and dress code followed by today's youth is as bold or shocking as it is seen in music videos."

Meghna Naidu who set the remix music scene on fire with her-hip shaking performances is somewhat amused by these sudden attempts at moral policing and concurs with Desai that it's the western videos that need to be censored first. "I'm amused with this rule and don't believe that it would hinder anyone's career. Even if you censor the videos, can you actually stop youngsters from wearing micro-minis or bustiers in real life? This rule is as ridiculous as banning smoking scenes in films," says Meghna.

Industry pundits however defend the flashy videos under the stance that the economics of demand and supply have led to their profusion. Says Ashish Kaul, senior vice-president, corporate brand development, Zee TV group (which also owns Zee Music and ETC "Music videos have been in existence for the last decade or so but what has changed is the creative expression. Today if we have Rakhi Sawant and Shefali Zariwala doing raunchy dances it's because there is a change in the viewer's expectation. There is a demand for such mature creative expression. The point is there is desire to watch such content and there was also the opportunity to see it."

However Jariwala concedes that some wannabe item gals desperate for their 15 minutes of fame are more than willing to shed their clothes spawning a whole new world of sleazy videos. Nandini Jumani's extremely suggestive; I love you, pyar karo chu is packaged as a semi-po*n sequence with lewd gestures. Says Jariwala, "Sometimes I wish I was not part of this bandwagon because whether one likes it or not, you tend to get slotted too. When I worked on the Kanta Laga video, it was the first of its kind and well appreciated, today there are several vulgar clones. A certain amount of skin show is necessary, after all, there has to be some differentiation between a bhajan and a video. And why are music videos being singled out when there are movies with explicit scenes and bold themes? Aren't they being accepted so what is the fuss all about?"

Music video artists believe that dressing sexy is a vital part of the glamour industry and they are merely following trends. That's why VJ and singer Sophie finds the fuss around music videos hard to digest. "I am in showbiz and enjoy being glamorous and sexy. I don't agree with censorship at all. If it has to be there it should also apply to news channels, which show a lot of violence. We live in an open society and we should have a choice."

While the remix ranis vent their ire, the television channels and music industry honchos are unwilling to take any chances. Says Desai, "Now with the new law having come in we will have to go for softer visuals. The old videos will have to be re-certified by the CBFC. It will definitely affect our business for some time but in the long run it will be business as usual as people will get used to new code of conduct."

Adds Yash Khanna, corporate communication head, Star India (Channel (V)), "We have asked all our content providers to provide us with CBFC certified music videos that applies to both new and old videos. Nothing will go on air that is not certified as U or U/A by the Censor board." Says Ashish Patil, vice-president and general manager, creative and content, MTV, "The court ruling has not affected us much since we are already airing only U certified content. If we would like to air old videos we will ask the content providers to get them re-certified by the Censor board."

So no matter what the 'item girls', oops we mean artistes, have to say, the rules are here to stay and with the television industry willing to abide by them, music video stars have no choice but to change tracks if they want to remain in the limelight.

Shefali Jariwala, dancer
When I worked on the Kanta Laga video, it was the first of its kind and well- appreciated, today there are several vulgar clones. A certain amount of skin show is necessary, there should be some differentiation between a bhajan and a video.

Sophie, VJ and actress
I am in showbiz and enjoy being glamorous and sexy. I don't agree with censorship at all. We live in an open society and we should have a choice.