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BMJ Open Is Committed to Open Peer Review. As Part of This Commitment We Make the Peer Review History of Every Article We Publish Publicly Available BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from BMJ Open is committed to open peer review. As part of this commitment we make the peer review history of every article we publish publicly available. When an article is published we post the peer reviewers’ comments and the authors’ responses online. We also post the versions of the paper that were used during peer review. These are the versions that the peer review comments apply to. The versions of the paper that follow are the versions that were submitted during the peer review process. They are not the versions of record or the final published versions. They should not be cited or distributed as the published version of this manuscript. BMJ Open is an open access journal and the full, final, typeset and author-corrected version of record of the manuscript is available on our site with no access controls, subscription charges or pay-per-view fees (http://bmjopen.bmj.com). If you have any questions on BMJ Open’s open peer review process please email [email protected] http://bmjopen.bmj.com/ on September 30, 2021 by guest. Protected copyright. BMJ Open BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from Audio Visual Alcohol Content in Popular Indian Films Journal: BMJ Open Manuscript ID bmjopen-2020-040630 ArticleFor Type: peerOriginal research review only Date Submitted by the 29-May-2020 Author: Complete List of Authors: Bhagawath, Rohith; Kasturba Medical College Manipal, Community Medicine Kulkarni, Muralidhar; Kasturba Medical College Manipal, Community Medicie Britton, John; UK Center for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health ; University of Nottingham Cranwell, Jo; University of Bath, Department for Health Arora, Monika; HRIDAY, ; Public Health Foundation of India, Health Promotion Nazar, Gaurang; HRIDAY Mullapudi, Somya; Kasturba Medical College Manipal, Community Medicine Kamath, Veena; Kasturba Medical College Manipal, Community Medicine Health policy < HEALTH SERVICES ADMINISTRATION & MANAGEMENT, http://bmjopen.bmj.com/ Keywords: EPIDEMIOLOGY, PUBLIC HEALTH, Child & adolescent psychiatry < PSYCHIATRY, Community child health < PAEDIATRICS on September 30, 2021 by guest. Protected copyright. For peer review only - http://bmjopen.bmj.com/site/about/guidelines.xhtml Page 1 of 22 BMJ Open 1 2 3 4 BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from 5 6 7 8 9 I, the Submitting Author has the right to grant and does grant on behalf of all authors of the Work (as defined 10 in the below author licence), an exclusive licence and/or a non-exclusive licence for contributions from authors 11 who are: i) UK Crown employees; ii) where BMJ has agreed a CC-BY licence shall apply, and/or iii) in accordance 12 with the terms applicable for US Federal Government officers or employees acting as part of their official 13 duties; on a worldwide, perpetual, irrevocable, royalty-free basis to BMJ Publishing Group Ltd (“BMJ”) its 14 licensees and where the relevant Journal is co-owned by BMJ to the co-owners of the Journal, to publish the 15 Work in this journal and any other BMJ products and to exploit all rights, as set out in our licence. 16 17 The Submitting Author accepts and understands that any supply made under these terms is made by BMJ to 18 the Submitting Author Forunless you peer are acting as review an employee on behalf only of your employer or a postgraduate 19 student of an affiliated institution which is paying any applicable article publishing charge (“APC”) for Open 20 Access articles. Where the Submitting Author wishes to make the Work available on an Open Access basis (and 21 intends to pay the relevant APC), the terms of reuse of such Open Access shall be governed by a Creative 22 Commons licence – details of these licences and which Creative Commons licence will apply to this Work are set 23 out in our licence referred to above. 24 25 Other than as permitted in any relevant BMJ Author’s Self Archiving Policies, I confirm this Work has not been 26 accepted for publication elsewhere, is not being considered for publication elsewhere and does not duplicate 27 material already published. I confirm all authors consent to publication of this Work and authorise the granting 28 of this licence. 29 30 31 32 33 34 35 36 http://bmjopen.bmj.com/ 37 38 39 40 41 42 43 44 on September 30, 2021 by guest. Protected copyright. 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 For peer review only - http://bmjopen.bmj.com/site/about/guidelines.xhtml BMJ Open Page 2 of 22 1 2 3 Audio Visual Alcohol Content in Popular Indian Films 4 BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from 5 6 7 8 9 10 11 Rohith Bhagawath1, Muralidhar Kulkarni1, John Britton2*, Jo Cranwell3, Monika 12 13 14 15 Arora4,5, Gaurang P Nazar4, Somya Mullapudi1, Veena G Kamath1. 16 17 18 For peer review only 19 20 21 22 23 Correspondence to: 24 25 26 27 Professor John Britton 28 29 30 31 UK Center for Tobacco and Alcohol Studies, Division of Epidemiology and Public 32 33 34 35 Health, 36 http://bmjopen.bmj.com/ 37 38 39 University of Nottingham 40 41 42 43 E-mail: [email protected] 44 on September 30, 2021 by guest. Protected copyright. 45 46 47 48 49 50 51 1 52 Department of Community Medicine, Kasturba Medical College, MAHE, Manipal, 53 54 55 India 56 57 58 59 2 Division of Epidemiology and Public Health, University of Nottingham 60 1 For peer review only - http://bmjopen.bmj.com/site/about/guidelines.xhtml Page 3 of 22 BMJ Open 1 2 3 3 Tobacco Control Research Group, Department for Health, University of Bath, Bath, 4 BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from 5 6 7 UK 8 9 10 4 11 HRIDAY, Delhi, India 12 13 14 15 5 Health Promotion and Tobacco Control, Public Health Foundation of India, Delhi, 16 17 18 India For peer review only 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 http://bmjopen.bmj.com/ 37 38 39 40 41 42 43 44 on September 30, 2021 by guest. Protected copyright. 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 2 For peer review only - http://bmjopen.bmj.com/site/about/guidelines.xhtml BMJ Open Page 4 of 22 1 2 3 4 BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from 5 6 7 Word Count: 1804 8 9 10 11 Declaration of Interests/Competing Interest Statement: None to declare. 12 13 14 15 Key words: Alcohol, Coding, Films, Adolescents, Media, Imagery. 16 17 18 For peer review only 19 20 Funding Statement: 21 22 23 24 This work was supported by the Medical Research Council [grant number 25 26 27 MR/P008933/1] of the United Kingdom under the Global Alliance for Chronic Lung 28 29 30 31 diseases program. 32 33 34 35 Contributors: JB, MMK and RB conceptualised the study. The coding sheet was 36 http://bmjopen.bmj.com/ 37 38 developed by RB, MMK, JC and GPN. Coding analysis was done by RB, MMK and 39 40 41 42 VGK. Interpretation of data and drafting the manuscript was done by RB, MMK, VGK, 43 44 on September 30, 2021 by guest. Protected copyright. 45 SM and MA. Final approval of the version was read and approved by all authors. 46 47 48 49 50 Data Sharing Statement: Additional data on the alcohol content found in each film are 51 52 53 available on request from [email protected]. 54 55 56 57 58 59 60 3 For peer review only - http://bmjopen.bmj.com/site/about/guidelines.xhtml Page 5 of 22 BMJ Open 1 2 3 4 BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from 5 6 7 8 9 10 11 12 13 14 15 16 17 18 For peer review only 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 http://bmjopen.bmj.com/ 37 38 39 40 41 42 43 44 on September 30, 2021 by guest. Protected copyright. 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 4 For peer review only - http://bmjopen.bmj.com/site/about/guidelines.xhtml BMJ Open Page 6 of 22 1 2 3 Abstract 4 BMJ Open: first published as 10.1136/bmjopen-2020-040630 on 2 June 2021. Downloaded from 5 6 7 Objectives: Though exposure to alcohol imagery in films is a significant determinant 8 9 10 11 of uptake and severity of alcohol consumption among young people, but there is poor 12 13 14 evidence regarding the content of alcohol imagery in films in low and middle-income 15 16 17 18 countries. We haveFor measured peer alcohol review imagery content only and branding in popular Indian 19 20 21 films, in total and in relation to language and age rating. 22 23 24 25 Design: In this observational study we measured alcohol imagery semi-quantitatively 26 27 28 29 using 5-minute interval coding. We coded each interval according to whether it 30 31 32 contained alcohol imagery or brand appearances.
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