Jennifer Hudson same-sex song: Not banned, but not available either

[UPDATED on 11/6/2015, 3.50 pm: Quotes previously attributed to the Media Development Authority (MDA) have been clarified.]

American singer Jennifer Hudson’s latest music song and music video, "I Still Love You", featuring a wedding and a kiss between a gay couple, is not being banned in Singapore.

This is despite the Media Development Authority (MDA) just two weeks ago prohibiting Taiwanese singer Jolin Tsai’s song and music video 'We're All Different, Yet The Same'  on cable TV, free-to-air TV and radio. Tsai’s video featured a lesbian wedding and kiss.

When approached by Yahoo Singapore over the matter, MDA referred to its ’co-regulation’ policy.
Its website states, “MDA adopts a co-regulatory approach when managing content standards for TV. The aim is to encourage growth in the industry and provide wider choices for consumers.”

“While MDA does not pre-vet TV programmes, broadcasters are to ensure that their programmes are in line with MDA's content guidelines which have been developed in consultation with the community,” its website further explains.

Yahoo Singapore understands that MDA assesses each piece of content individually, taking into consideration all its factors and nuances. As such, not all content with similar themes are banned.

In the case of Tsai's song and music video, the MDA had told The Straits Times that local broadcasters were “advised” not to air the song and music video “on channels that are freely accessed by younger viewers due to its mature content,” before clarifying a day later that the song and music video were banned.

Does this mean it'll be broadcast in Singapore?

However, despite the song and video being left as they are, they're unlikely to be hitting the airwaves anytime soon as local broadcasters are giving it a wide berth.

A spokesperson for local broadcaster MediaCorp told Yahoo Singapore, “MediaCorp radio and TV stations are not playing the song in question as it contravenes the Free-to-Air Radio Programme Code.”

The free-to-air radio programme code states that, “information, themes or subplots on lifestyles such as homosexuality, lesbianism, bisexualism, transsexualism, transvestism, paedophilia and incest should be treated with utmost caution” and that “their treatment should not in any way promote, justify or glamourise such lifestyle. Explicit dialogue or information concerning the above topics should not be broadcast."

The free-to-air television programme code, meanwhile, is even stricter. It states that, “music associated with drugs, alternative lifestyles (e.g. homosexuality) or the worship of the occult or the devil should not be broadcast.” The MDA is empowered under the Broadcasting Act to penalise broadcasters who contravene the regulatory codes.

MediaCorp, which operates all local free-to-air TV channels and the majority of local free-to-air radio stations including 987, LUSH 99.5, and Class 95, declined to answer if it received any advisory from the MDA, and directed Yahoo Singapore to the MDA instead.

Singapore Press Holdings’ (SPH) radio arm told Yahoo Singapore that while it did not receive any advisory from the MDA, it is not playing the song on its English radio stations Kiss 92 FM and ONE FM 91.3. Senior Programme Director of both radio stations Jamie R. Meldrum said, “Our playlist decisions are made based on the strength of the individual tracks as they relate to the target audience of each of our brands, and we don't feel this one is particularly strong so, no, we probably won't be playing it.”
Similarly, SAFRA Radio is “not currently playing” the song on its English radio station Power 98 even though it has not received an advisory from the MDA. Replying to Yahoo Singapore queries, assistant programme director Leong Teng Young said, “As an adult contemporary music format station, we generally do not play new songs unless the song debuts very high on the main AC charts like Billboard.”

Viacom International Media Networks Asia, which manages MTV, told Yahoo Singapore that MTV is not currently playing the music video, and that the video is not part of MTV’s upcoming programming line-up. Viacom added that it is “not aware of any advisory from local authorities” not to air the video. FOX International Channels, which manages Channel [V] and STAR World, did not respond to Yahoo Singapore's queries via its public relations agency by press time.

The subscription television programme code considers homosexuality as “mature content” that would “generally” be classified as suitable for audiences above 16, 18 or 21 years of age. Content classified as R21, which means restricted to persons 21 years and above, cannot be broadcasted on subscription television as only programmes rated up to M18, for persons 18 years and above, are allowed.

Hudson’s video is in support of the ‘Turn It Up For Change” campaign by luxury hotel group W Hotels Worldwide and lesbian, gay, bisexual and transgender (LGBT) rights advocacy group Human Rights Campaign, for marriage equality in all 50 states in the United States. The Oscar winner told MTV News she hoped the video would make people “walk away with a broader perspective of marriage equality.”