Self Regulation Mooted By OTT Players

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Self-regulation is the new mantra mooted by the OTT majors. In a new development the Internet and Mobile Association of India (IAMAI) unveiled the Universal Self- Regulation Code for OCCPs (“Code”). This has been adopted and endorsed by Zee5, Viacom 18, Disney Hotstar, Amazon Prime Video, Netflix, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Flickstree.

This will empower consumers with information and tools to assist them in making informed choice with regard to viewing decisions for them and their families, and also allow the nurturing of creativity and providing creators the freedom to tell good stories. The Code intends will provide India a dynamic self-regulation option to control the content.

The Universal Self-Regulation Code includes a framework for age classification and content descriptions for titles as well as access control tools. The Code also introduces a clear, transparent and structured grievance redressal and escalation mechanism for reporting non- compliance with the prescribed guidelines. As a part of this mechanism, each OCCP will set-up a Consumer Complaints Department and/or an internal committee as well as advisory panel which will deal with complaints, appeals and escalations. The advisory panel will constitute a minimum of three members, including an independent external advisor and two senior executives of the respective OCCP.

Tarun Katial, Chair, Digital Entertainment Committee, IAMAI, said, “The Universal Self-Regulation Code for OCCPs is built around a shared belief that consumer empowerment and creative excellence are key to the long- term success of the Indian entertainment industry. With the Framework for Age Classification, Content Descriptions and parental controls in combination with a grievance redressal system, we’ve made it easier for consumers to make the right viewing decisions for themselves and their families.” “The combination of empowering consumers and enabling creative excellence will help Online Curated Content Providers be at the forefront of taking the best stories from India to the world and bringing the finest stories from around the world to Indian consumers. Most of the major streaming services have adopted the Code and we look forward to others.

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