The Internet and Mobile Association of India (IAMAI) announced Thursday that 17 major streaming services have adopted an ‘Implementation Toolkit’ for self-regulation.
The news comes just days after the I&B Ministry announced its plans to introduce guidelines to regulate content on OTT.
The toolkit seeks to help OTT platforms effectively implement the Universal Self-Regulation Code, which was signed in September last year.
It also addresses the concerns put forth by the government, like independent third-party monitoring, clarity on what content should be prohibited, and issues of conflict of interest.
The document also provides for the creation of an ‘IAMAI Secretariat for the Code’, which would oversee implementation of the code as well as of the toolkit.
The signatories to the toolkit include Netflix, Amazon Prime Video, Disney+Hotstar, ZEE5, Viacom 18 (Voot), SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Aha and Lionsgate Play.
The toolkit will guide them on matters related to grievance redressal, training programs for creative and legal teams, awareness programs for consumers to help enhance the understanding and use of age rating, parental controls etc.
Amit Goenka, Chair, Digital Entertainment Committee, IAMAI said in a statement:
“This toolkit amplifies all the critical points that were addressed in the Code signed last year and aims to address feedback received from the Ministry of Information and Broadcasting, particularly on 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.”
While the toolkit came into effect from February 10, the I&B Ministry will also come out with a separate set of guidelines to further monitor OTT content.