MEDIA CONTENT REGULATIONS PROGRAM (Paper 786)

The significant influence of audio and visuals on human psyche is a well established fact (Ashish Verma et.al at 2011;Mohan et al 2015) . A study done in India (Mohan et al 2015) highlights that the root cause of these is resulting from ‘Faulty Road Traffic Behaviour’ triggered by TV Commercials . Violation of Road Traffic Rules while doing such acts is punishable under Motor Vehicle act-1988. In Ministry of Road Transport and Highways also reported in 2013 that ‘Drivers Fault’ or ‘Human behaviour’ was the responsible factor behind 78% of total Road Traffic Crashes occurred on Indian Roads. Depictions in TVC’s and Print Creative such as ‘Over Speeding’, ‘Dangerous and Negligent Driving’, Speed Manoeuvring, Non Wearing a Helmet and Seatbelt, ‘Incite’ violation of Road Traffic Rules in Road Users while such acts are punishable ‘Offences’ under Motor Vehicle act-1988.