CHILDREN’S FILM SOCIETY INDIA: A CRITICAL STUDY By SHRAVAN KUMAR 4518 Under the Guidance of Dr. KUSUM LATA INDIAN INSTITUTE OF PUBLIC ADMINISTRATION A Project Report Submitted in Partial Requirements for the Degree of Master of Philosophy in Public Administration Panjab University Chandigarh (M.Phil. 2019-20) 0 DECLARATION I, Shravan Kumar, hereby declare that this dissertation titled ‘Children’s Film Society India: A Critical Perspective’ is the outcome of my own study undertaken under the guidance of Dr. Kusum Lata, Associate Professor, Urban and Regional Planning, Indian Institute of Public Administration, Delhi. It has not previously formed the basis for the award of any degree, diploma or certificate of this organisation or any other institute or university. I have duly acknowledged all the sources used by me in the preparation of this dissertation. Date: February 14 th , 2020 New Delhi / 1 CERTIFICATE This is to certify that the dissertation entitled ‘Children’s Film Society India: A Critical Perspective’ is the record of the original work done by Shravan Kumar under my guidance. The results of the research presented in this dissertation have not previously formed the basis for the award of any degree, diploma or certificate of this or any other university. Approved by Dr. Kusum Lata Associate Professor Urban and Regional planning Indian Institute of Public Administration. February 14 th , 2020 New Delhi 2 ACKNOWLEDGEMENT I am thankful to my guide Dr. Kusum Lata, Director, course coordinators and faculty of Indian Institute of Public Administration for giving me for the opportunity to undertake this study and for their constant support encouragement. It was not possible to me for collect the data without the involvement of the respondents. I would like to give thanks to all respondents for sharing the experiences of short films made by CFSI. Apart from this I sincerely thank Prof Raghunath and PGP students Nilesh Raj, Arshdeep Singh, Vaibhav Gavhale, Abhishek Ghosh, Ananth Radhakrishnan, Priyanka Yalamanchili, Sonali Gupta from IIM, Bangalore, Vinta Nanda and her team from the who contributed immensely in this research. I would also thank to my family for providing the social support to complete the study. I am also grateful to all the Members of 45 th APPPA staff and library staff of Indian Institute of Public Administration for their precious help despite their full activity. In the field, several volunteers and government officials including those from children film society, India and ministry of Information and broadcasting helped me in a big way to reach out to the chosen places, data collection and for providing necessary secondary data. I thank them all. There were number of individuals who came forward at different stages of the study and contributed in one way or the other either directly or indirectly to the successful completion of this study. Such individuals are large in number and thus it would be impossible to recall their names. But my sincere thanks go to all of them. Dated: February 14 th , 2020 Shravan Kumar Place: Delhi M.Phil. (2019-20) 3 ABSTRACT The impact of the media in shaping one’s character and behaviors has been discussed for several years. There has been several thoughts and perceptions with respect to the possible impact the media can have on its watcher. By and large, because of their inescapability, media are considered to play an important part in our lives. Many people agree that media is remarkably an instructor of social norms, particularly to youngsters (Wynns,2006). As described by Wynns and Rosenfeld media has an effective role in shaping the states of mind, qualities and practices of its watchers. It is agreed that children’s and youngsters are more prone to be affected. Children’s Film Society, India is one such producer of children’s movies, which have significantly played a vital role in shaping children’s character, behavior etc. Especially, CFSI is committed to strengthening the children’s film movement within India and promoting Indian produced children’s films across the globe. It has also been producing children’s content including feature films, short films and documentaries for the past 60 years. It has produced in excess of 300 children’s films since its inception in 1955. Besides CFSI which produces films that are exclusively meant for children audience, there have been several films made by the producers in India and abroad which fall under the category of children’s film. These are disseminated to the children through theatrical shows, screenings in national and international children’s film festivals and on satellite digital platforms. Due to the increased use of Internet technology by children, the consumption of digital filmic content by children has been a constant concern of parents and teachers. At the same time when the joint family system is withering and nuclear families have become prevalent, children’s recourse and consumption of films on different platforms have increased as a source of recreation and alternate source of storytelling. The objective of this present study was to document the status quo of scientific study about children’s film in India through the lens of critical perspective. Based on this literature review, dissertation aims to provide some insights into current trends, strength, and weaknesses of the topic’s coverage as well as to structure the existing body of research. This study constitutes a basis for future research about children’s films in India. Hence, the analysis focuses on the main objectives such as i. to find out the kind of content that could be planned by CFSI for addressing the 4 preferences of the children. ii. to find out the kind of content the entertainment industry could plan on creating films for children. The thesis investigates research questions on what is the role and impact of Children’s Film Society activities as a provider of Public service/Public good namely children’s films? The primary focus of this academic endeavour was a scientific study using qualitative method to draw a more comprehensive picture. This study also includes scientific literature in a broader sense, e.g. statistics, official reports, economic depictions and other material presenting evidence that goes beyond individual opinions and assertions often found in trade journals or other popular sources. Use of film clippings has been acknowledged in the study. The dissertation explores the wider perspective of children film being a public good and its dissemination to the beneficiaries i.e. children, being a public service. In this regard, the dissertation explores the relevance of CFSI activities and outreach programs and its aim to be self-sustainable in the long run for attainment of which it is imperative that it churns out original children films that are market friendly and have wide national and international appeal. The dissertation examines the constitutional tenets of CFSI and its stated mission, and the bottlenecks it faces in personnel, infrastructural facilities and strategies and recommend changes that will reinvigorate CFSI into a modern film making institution. Also, the study entails a critical analysis on the present production and marketing scenario at CFSI, identify bottlenecks and present solutions for CFSI projects and recommend activities to achieve its modernizing goals. This dissertation focuses on a systematic approach to make them a part of children’s curriculum, as a result of which a positive change can be brought about in the society. The findings from this would help children films and its development in modifying the norms of the social system. This would ensure a place for children’s film in the mainstream popular films. Children can be encouraged to analyze films to understand moral and ethical values. Children’s films need encouragement to create a positive ambiance and ethos in the country, which would enrich its culture and social structure by educating the future generations about personal and social values. The study suggests that CFSI needs to use new age tools and platforms to both produce and market its films. It is also important that CFSI can attract external funding, new partnerships with filmmakers and film institutions. It needs to produce and sell its niche 5 products as strength and build long-term brand loyalties. Further, dissertation recommends measures to bring about sustainability. For CFSI to dispense its role with vigour and clarity, there must be new vision statement for CFSI. This vision perspective must essentially be underscored by the need to create compelling, engaging and value-based audio-visual content in modern cinematic idiom for the children of India. It also suggests that the name of the organization should be modified from a Society to a Trust or a Foundation. All over the world television remains the most useful distribution platform for children content. CFSI should work out a dynamic strategy to ensure that television channels in India on a regular basis distribute its content. CFSI should enter into collaborative partnership and co-production agreements with Doordarshan National and Doordarshan Regional channels as well as other private children channels in India. Its films/ programmes must be dubbed in all Indian languages. To achieve this CFSI should popularise the use of its Mobile App among people living in remote areas beyond traditional ways of advertising. (Keywords: children’s, entertainment, participation, child rights etc.) 6 Contents DECLARATION ....................................................................................................................