Context: Online streaming providers have announced the adoption of an ‘implementation toolkit’, under the aegis of the Internet and Mobile Association of India (IAMAI).

• The Internet and Mobile Association of India (IAMAI) has said that 17 platforms, including Netflix, Disney+ Hotstar and Amazon Prime Video, have adopted a ‘toolkit’ for effective implementation of the self-regulation code introduced in 2020.

About over-the-top (OTT)

• An over-the-top (OTT) media service is a streaming media service offered directly to viewers via the Internet.
• OTT bypasses cable, broadcast, and satellite television platforms, the companies that traditionally act as a controller or distributor of such content.
• The term is most synonymous with subscription-based video-on-demand (SVoD) services that offer access to film and television content.
• They are typically accessed via websites on personal computers, as well as via apps on mobile devices (such as smartphones and tablets), digital media players, or televisions with integrated Smart TV platforms.

Regulating OTT

• Currently, there is no law or autonomous body governing digital content. The recent move will give the government control over OTT platforms, which were unregulated till now.
• From time to time, the government had indicated the necessity to monitor these platforms.
• In October 2019, the government had indicated that it will issue the “negative” list of don’ts for the video streaming services like Netflix and Hotstar.
• It also wanted the platforms to come up with a self-regulatory body on the lines of the News Broadcasting Standards Authority.

Background

• Ministry of Information and Broadcasting through a gazette notification had placed ‘Over the Top’ (OTT) platforms or video streaming service providers like Netflix, Hotstar, Amazon Prime and digital news under the ambit of the Ministry.
• The change was made through the amendment of the Allocation of Business Rules.
• The move had raised fears of censorship.

Key Points

• The industry body added that it will set up an ‘IAMAI Secretariat for the Code’, comprising representatives from the signatories to the Code, as well as the IAMAI, for its implementation.
• The toolkit not only aims to set out guiding principles and code of ethics, but it also addresses the feedback received from the Ministry of Information and Broadcasting on the issues of conflict of interest and prohibited content.
• It particularly aims at strengthening the grievance redressal mechanism.
• It further sets out clear tent poles that the OCCPs [Online Curated Content Provider] need to undertake to achieve a common goal of entertaining millions of Indians responsibly.
• IAMAI said that the toolkit will also provide for procedures to effectuate the various provisions of the Code; assist the signatories in fulfilling their commitments and responsibilities as set out in the Code and achieve effective self-regulation goals as envisioned by the signatories in the Code.

Conclusion

• The code comes into force at a time when the government has put OTT platforms on the anvil of content regulation after a spate of complaints on the ‘sensitive’ and ‘objectionable’ nature of certain shows.
• Earlier this week, I&B minister has assured the Parliament that guidelines for the regulation of OTTs have been practically hammered out and will be implemented soon.