NEW DELHI: The much publicised television premiere of Vidya Balan starrer The Dirty Picture turned out to be a damp squib as the Information and Broadcast ministry directed Sony Entertainment Television to televise the movie post 11 pm.

The ministry contended that the film could be shown on television only late in the night as it came under the category of adult content.

Following a directive by the Lucknow Bench of the Allahabad High Court last week on a petition filed by a city lawyer, the I&B ministry made it clear to Sony that films with any adult content could not be shown at times when children are watching television and reiterated Rule 6(5) of the Cable TV Networks (Regulation) Rules in this connection.

Balaji Telefilms CEO motion pictures Tanuj Garg vented his frustration through micro blogging site Twitter, "It?s unfortunate that even after valid censor certificate being in place, the telecast was held (back). The cuts made to TDP (The Dirty Picture) were done in a manner that would not offend the larger populace, but completely retain the film?s creative integrity. Despite the cuts, forces in Delhi decided to hold the telecast!"

After the Allahabad High Court order, the producers had obtained an order from the Bombay High Court after agreeing to cuts and getting the film re-certified by the Central Board for Film Certification (which is understood to have earlier advised Sony to telecast the film only late in the night).

The film had been certified and released last year with an Adults Only certificate.

Both filmmaker Karan Johar and Tusshar Kapoor have tweeted in similar fashion, pointing out that the film was considered suitable for national awards.

Accordingly, Sony resorted to other programming at 12 noon and at 8 pm by running a scroll which read, "For unavoidable reasons, we regret to inform that the film The Dirty Picture will not be telecast today. Any inconvenience caused is deeply regretted."

While the morning slot was filed with ?Crime Patrol?, the evening slot had the telecast of the film ?3 Idiots?, screened without any commercial breaks.

The film, which has won Vidya Balan the National and several other awards for best actress, is based on the life of sensuous South Indian actress Silk Smitha and has been directed by Milan Luthria for Balaji Telefilms. The film also featured Naseeruddin Shah, Tusshar Kapoor and Emraan Hashmi.

The film, which collected Rs 790 million at the box office, was produced reportedly at a cost of Rs 320 million. The film has won three national awards.