The ITC today imposed a financial penalty of 10,000 on B4U Channel for breaches of the ITC Programme Code by scheduling three films during the day whose content was unsuitable before the 9pm watershed.

Three films, Aatank Hi Aatank, Ghulam and Sarfrosh were shown on Sunday 3, 24 and 31 March respectively, at 4pm.

Sarfrosh is classified ’18’ for video release in the UK, and Aatank Hi Aatank and Ghulam are rated ’15’ certificate on video. The ITC Programme Code states that no ’15’ certificate film should normally start before 9pm and no ’18’ certificate film should start before 10pm.

The Commission was concerned that B4U had not shown sufficient concern for its licence responsibilities in seeking to show films during the afternoon which would normally have been confined to late evening transmissions.

ZEE Network on the other hand have complied with rules and regulations set by the ITC. The market leader has not had any major problems with the Commission and sets to stay that way keeping in mind its audience. Programmes and movies shown on the ZEE channels will remain family viewing for both day and night.