RATING OF EVENTS UNDER DISCUSSION IN JAMAICA
State Minister for Tourism and
Entertainment, Damion Crawford (right) discusses with Senior Brand Manager,
Grace Foods, Suwannee Stewart (left), a point that she had raised during a
consultative meeting on events rating, while LIME's Events Manager, Nathaniel
Palmer listens in. Held at the Ministry in
Kingston
on December 17, the discussions are aimed at developing clear guidelines for
events rating in
Jamaica.
Once again on the table are discussions that are geared
towards bringing a greater degree of corporate social responsibility into Jamaica’s
entertainment industry. This through the introduction of an event rating system
in addition to an entertainment registry and amendments to noise abatement
regulations. The Ministry of Tourism and Entertainment through its
Entertainment Advisory Board, expects that the rating system will allow
prospective sponsors, patrons and residents to influence or discern the nature
of events from the planning stage, and allow sponsors and partners to have a
say in activities that can affect their brand, and for residents, the comfort
of life in their communities.
If adopted, the rating system will impact the wide range of
events that are staged daily across Jamaica. Many of these events
impact life in normally quiet, rural communities.
Headlining these discussions are large outdoor musical
events, but spoken word events, food and film festivals; art and craft fairs
and shows; dance parties; theatre and sporting events will all be affected.
In 2005, an initiative by corporate marketing executives in
the telecommunications and alcoholic beverages industries sought to calm the
stageshow space following public outrage from reports of unlawful behaviour by
entertainers at musical and spoken word events – some of which were co-promoted
by public sector organisations. The
arrests which followed soured relationships between entertainers and the
police.
That move received a supportive response from government,
and led to a period of voluntary self-regulation by the largest promoters and
sponsors - under guidance from the police, and the parish councils.
This 2012 move is expected
to result in a Cabinet note proposing that event promoters must secure an event
rating from the relevant parish council, in addition to the event license and
permit now required. The rating will be based on three broad categories:
references (to alcohol, drugs, sex and violence and tobacco); actions (language and nudity); and cost and type of marketing. The
rating range would start from being good for all audiences (G), to being
heavily restricted for mature adults only (R ). The proposal will recommend
that the named promoter be sanctioned for breaches of the rating, even if
committed by employees such as musical and spoken word artistes, disc jockeys
and MCs.
This ratings system loosely follows the movie ratings, as
applied by the Cinematographic Authority, and the broadcasting Children’s Code.
The current discussions include marketing executives
representing major event sponsors, and the Jamaica Alcoholic Beverage
Association. Other stakeholder meetings are being held with media
practitioners, promoters and event planners, including the PRSJ.
The Entertainment Advisory Board gives guidance on making the industry more effectively organised and productive for development. The Chairman is businessman Kingsley Cooper. Members include: musician and educator Ibo Cooper; musician Desmond “Desi Roots” Young; theatre practitioners Christopher Daley and Dahlia Harris; businessman Charles Campbell; promoters Sharon Burke and Ricardo Chin; gospel artiste/ businesswoman Dr. Carlene Davis; media marketing executives, Brian Schmidt and Roger Allen; filmmaker and festival organizer Justine Henzell; business executive Jacqueline Lynch-Stewart; recording artiste / businessmen, Orville “Shaggy” Burrell, Jeffrey “Assassin” Campbell and Patrick “Tony Rebel” Barrett; media and communications academic/ businessman Dr. Dennis Howard; and attorney-atl-law, Kerry-Ann Heavens.
PHOTO
State Minister for Tourism and Entertainment, the Hon. Damion Crawford (left) presses home a point as he chairs a consultative meeting on events rating at the Ministry of Tourism and Entertainment ON Dec 17, 2012. Listening keenly are (right - left) Head of Corporate Relations at Diageo, Marguerite Cremin; Noel daCosta, Chairman of the Jamaica Alcohol Beverage Association; Director, Entertainment, in the Ministry of Tourism and Entertainment, Tafari Burns; and Senior Director of Entertainment within the Ministry, Gillian Wilkinson-McDaniel. The meeting forms part of the series of consultations being held by the Ministry as it moves to better regulate the entertainment industry.
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