Online Curated Content Providers (OCCPs) including Hotstar, Voot, Zee5, Arre, SonyLIV, ALT Balaji, Netflix and Eros Now have signed a self-regulatory Code of Best Practices.
ET first reported that the self-regulation would stop them from showing content that’s banned by Indian courts, disrespects the national emblem and flag, outrages religious sentiments, promotes terrorism or violence against State and shows children in sexual acts.
In a press statement, it announced that this highlights two key principles: To protect consumer interest while offering them a variety of content choices and exercising creative freedom.; the code represents uniform principles and guidelines which will be adhered to by all signatories to the Code, in letter and spirit.
Economic Times first reported the development on September 4. Amazon, which runs streaming service Prime Video is not part of the grouping that has signed the code. ET reported on September 12 that Amazon was opposed to the voluntary code.
Internet and Mobile Association of India (IAMAI), which helped draft the code, said the code establishes guiding principles for Online Curated Content (OCC) Providers to conduct themselves in a responsible and transparent manner and at the same time ensures that consumer interests are protected.
The industry body said the objective of the code is to empower consumers to make informed choices on age-appropriate content, protect the interests of consumers in choosing and accessing the content they want to watch and provide a mechanism for complaints redressal in relation to content.
It added that the code safeguards and respects creative freedom of content creators and artists and creates an ecosystem fostering innovation and abides by an individual’s freedom of speech and expression.
All signatories to the Code have agreed to internally appoint a dedicated person or team or department to receive and address any consumer related concerns and complaints in relation to content of the respective providers.
Amazon declined to sign the code, saying it believes that current laws are adequate to fulfil this mission. Many dissidents feel that the purpose of the code is to give a level-playing field to traditional broadcasters who are mandated to have certain controls on content.
“This endeavour is a significant step forward in striking the right balance between defending creating freedom and protecting consumer interests,” said Kshipra Jatana, Group General Counsel at Network18 Media & Investments.
Ashok Nambissan, General Counsel, Sony Pictures Networks said self-regulation has worked well for broadcast media and there’s no reason for it not do so for curated video content.
Internet Freedom Foundation urged online video platforms to rethink the proposed self-censorship norms for video streaming platforms, saying that TV style self-censorship system would tremendously hurt consumer choice and freedom of speech.
“We call on them to reconsider this proposal, it creates a de-facto censorship mechanism which will only become more pervasive in time. This will be to the detriment of the entire online video streaming sector,” the Foundation stated.
IAMAI said the OCC industry plays a prominent role in the Indian creative economy and has the potential to make India a creative hub of the world. Video on demand has transformed the way that content is created and consumed through employing advanced technology to provide consumers flexibilities related to viewing of content at time, place and device(s) of their choice, it added.
According to a BCG report titled “Entertainment Goes Online” released in 2018, video content delivered through the internet is expected to reach a market size of $5 billion (INR 35,730 Cr) by 2023.
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