The Internet and Mobile Association of India (IAMAI) has adopted an Implementation Toolkit (Tool Kit) in furtherance to the Universal Self-Regulation Code (Code) for Online Curated Content Providers (OCCP) that was place in motion on September 04, 2020. The Tool Kit aims to provide procedures to effectuate the numerous provisions of the Code help the signatories in fulfilling their commitments and responsibilities as set out in the Code and to accomplish successful self regulation objectives as envisioned by the signatories in the Code. Further, the work of the signatories, via this Tool Kit, is to also address feedback received from the Ministry of Information and Broadcasting inter-alia, on the challenges of conflict of interest and prohibited content.
The Universal Self Regulation Code, which is signed by the country’s prime video streaming services marks a watershed moment in the history of the on the internet streaming sector, Amit Goenka, chair, Digital Entertainment Committee, IAMAI, mentioned. “ 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,” he added.
The Code has been adopted by seventeen (17) top on the internet curated content providers in India like 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 Tool Kit is effective from 10 February, 2021.
The all-inclusive “Implementation Toolkit” will help signatories in seamless transition to self regulation and guide them on numerous dimensions such as fair and transparent functioning of the grievance redressal mechanism, with escalation to an Advisory Panel with independent members, amongst other people.