The information and broadcasting ministry Wednesday cracked down on adult and abusive content on sensational reality shows like "Bigg Boss 4" and "Rakhi Ka Insaaf", and has asked Colors and Imagine TV respectively to telecast them only after 11 p.m.
Ministry officials say the shows have "violated the programming code and ethics" with content that is not fit for family viewing.
"The decision has been taken today (Wednesday) and the channels have been sent a notice to shift these programmes to a later time slot. Such shows cannot be aired before 11 p.m. and after 5 a.m. In fact, the repeat telecast can also be aired only in the same time slot," a ministry official told IANS.
While "Rakhi Ka Insaaf" has been in the news ever since a young man who featured on the show died, "Bigg Boss 4" has been hogging the limelight for the use of vulgar language by Dolly Bindra and display of intimacy by its celebrity housemates Ashmit Patel and Veena Malik.
Under the notice, the channels will be barred from sharing any snippets or video footage of these shows with any news channel for promotion and will be required to run a disclaimer for restrictive viewing during the show.
"The content is not good for children and so these shows should be shifted to a time when kids are asleep," said the official, adding that the notice must be implemented with "immediate effect".
However, officials from Imagine TV and Colors have denied receiving any notice yet, and said they will comment only once it is received.