KOLKATA: The Internet and Mobile Association of India (IAMAI) today announced the adoption of a comprehensive Implementation Toolkit which is in furtherance to the Universal Self-Regulation Code for online curated content providers (OCCP) that was put in motion back in September 2020 but was met with disapproval from the government.

The core purpose of this toolkit is to 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 to achieve effective self-regulation goals as envisioned by the signatories. Importantly, the effort of the signatories, through this toolkit, is to also address feedback received from the ministry of information and broadcasting inter-alia, on the issues of conflict of interest and prohibited content.

The code has been adopted by 17 leading OCCPs in India. The present set of signatories include Zee5, Viacom 18 (Voot), Disney+ Hotstar, Amazon Prime Video, Netflix, SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus, Aha and Lionsgate Play. The toolkit is effective from 10 February 2021, the IAMAI said.

The all-inclusive implementation toolkit will assist signatories in seamless transition to self-regulation and guide them on various dimensions like:

·         Relevant laws of the land which will be adhered to by the signatories

·         Fair and transparent functioning of the grievance redressal mechanism, with escalation to an advisory panel with independent members

·         Training programs for creative and legal teams of OCCPs to enhance the knowledge and nuances of laws that govern content

·         Awareness programs for consumers to help increase understanding and use of age rating, content descriptor & parental controls

·         Implementation of a detailed audit and compliance mechanism

 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 from several quarters on the ‘sensitive’ and ‘objectionable’ nature of certain shows and films showcased by streaming services like Amazon Prime Video and Netflix. Earlier this week, I&B minister Prakash Javadekar assured the Parliament that guidelines for regulation of OTTs have been practically hammered out and will be implemented soon.

IAMAI digital entertainment committee chair Amit Goenka said, “The Universal Self-Regulation Code, which is signed by the country’s top video streaming services marks a watershed moment in the history of the online streaming industry. Today, with the adoption of ‘Implementation Toolkit’, it further strengthens our (OCCPs) commitment to augment consumer empowerment and creative excellence for the Indian entertainment industry to grow multifold. This Tool Kit 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 tentpoles that the OCCPs need to undertake to achieve a common goal of entertaining millions of Indians responsibly.”

 Furthermore, IAMAI will constitute a first of its kind ‘IAMAI Secretariat for the Code’ comprising representatives of the signatories to the code and IAMAI which will administer the implementation of the code and the toolkit. IAMAI aims to develop a process to seek periodic updates from the signatories regarding their progress with respect to compliance with the provisions of the Code.