Two key industry bodies within the Indian over-the-top (OTT) ecosystem have reportedly communicated to the government that OTT platforms are actively ensuring adherence to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, commonly known as the IT Rules.
IDMIF and IAMAI Assurance to the Ministry
The Indian Digital Media Industry Foundation (IDMIF) and the Internet and Mobile Association of India (IAMAI) penned separate letters to the Ministry of Information and Broadcasting (MIB), asserting that OTT platforms are committed to a comprehensive process to ensure that their content aligns with the Code of Ethics outlined in the IT Rules 2021, according to a report by ET.
OTT Focus on Responsible Content Production
Both letters, though identical in content, emphasized that OTT platforms are adopting precautionary measures to prevent any content they produce from adversely affecting India’s sovereignty, integrity, or security. The platforms are also being cautious and discerning while portraying actions, convictions, customs, or opinions of any racial or religious group on screen.
OTT Commitment to Complying with Ethical Standards
The letters highlighted that online curated content platforms (OCCPs) commits to creating top-notch content in India. They aim to showcase the nation as a global content hub while respecting cultural sensitivities. The OCCPs affirmed their dedication to following the Code of Ethics outlined in the IT Rules.
Steps to Ensure Ethical Content Creation
To uphold ethical content creation, each OCCP will undertake the responsibility of acquainting creators and producers with the Code of Ethics. For addressing sensitive subjects, OCCPs will consult experts, including academics, lawyers, judges, campaigners, and business executives. The Ministry of Information and Broadcasting previously held meetings with OCCPs to discuss concerns regarding inappropriate content in the OTT space.
Major players such as Netflix, Amazon Prime Video, Jio Cinema, Disney+ Hotstar, and Zee5 dominate the Indian OTT sector. A recent report forecasts the Indian OTT streaming market to attain $12.5 billion by 2030. The government has introduced a three-level grievance redressal mechanism. This emphasizes its dedication to tackling content violations under the IT Rules, notified in February 2021.
