The Influence of Public Service Announcements from the Film Division of India in Cinema Theatres

Public service advertising is regarded as one of the key methods for creating awareness among people. A public Service Announcement (PSA) is a public interest message disseminated in the form of an advertisement communication and its main purpose is to promote public behavioral changes regarding a social issue. Films are considered one of the important elements of entertainment and creating awareness toward certain issues in society. India, the Film division of India broadcasts a lot of public service announcements through cinema theatre to promote behavioral changes regarding social problems.

The study focuses on identifying the effects of public service announcements by the Film division of India. 160 respondents were chosen for the study from Bangalore city in the state of Karnataka in India. 40 respondents were chosen for an interview, based on the quota sampling method to collect the qualitative data. Both qualitative and quantitative data were collected to determine the exposure, understanding, and intentional level of respondents towards to PSAs produced by FDI (Film Division of India).

This study aims to develop policy guidelines for the government and the Film Division of India (FDI) in producing effective advertisements for people by understanding the different levels or factors.

The study aims to calculate the impact of PSAs produced by the Film Division of India. Especially concentrating on the exposure, understanding, and intentional level of respondents towards to PSAs.