OTTs, IAMAI adopt self-regulation norms

NEW DELHI: The Internet and Mobile Association of India, IAMAI, an industry body, and 17 of its members, including Netflix and Amazon Prime adopted a self-regulation and grievance redressal framework for content aired on OTT or over-the-top platforms, a move that comes even as calls for regulation of these platforms gather momentum. The other OTT platforms that have adopted the framework, which also includes provisions for a complaints committee, are ZEE5, Viacom 18 (Voot), Disney+Hotstar, SonyLiv, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo and Discovery Plus.

The framework, which the body terms implementation tool kit is in furtherance to an original code signed on September 4, 2020 and includes feedback from the ministry of information and broadcasting on the issues of conflict of interest and prohibited content. At that time, the ministry indicated that it did not think the framework was adequate.

Officials from the I&B ministry said that they will review the implementation tool kit and respond accordingly. The ministry is also working on its own parallel code that will govern all platforms. Union minister Prakash Javadekar told Parliament last week that guidelines for OTT platforms have almost been finalised.

Calls for regulating OTT platforms have gained momentum after recent instances where content on some platforms offended some groups.

For instance, Tandav, an Amazon Prime show came in for some heat after several groups complained that it disrespected the religious sentiments of Hindus. The show’s makers have since apologised and deleted the offending scenes but still face cases.

The new framework states that the signatories will set up an “Internal Committee within their Grievance Redressal System” to address complaints by users, government bodies or regulators. “Each Signatory has undertaken to constitute an Advisory Panel to decide on the complaints when the complainant is (a) dissatisfied with the decision of the CCD/Internal Committee and (b) requests an escalation in respect of the complaint filed with the CCD/ Internal Committee.”

The platforms will also have independent members on their advisory panel. “Advisory Panel shall comprise of no less than three (3) members. It is suggested that the Advisory Panel shall consist of at least an equal number of Independent Members (vis-à-vis the Signatory’s internal members),” the framework says.

“The signatories have agreed to adhere to all applicable laws of the land.”

IAMAI’s head of public policy Bhanupreet Saini said that the toolkit addresses key issues. “This offers clear and standard procedures on how to address grievances, including the setting up of a complaints committee. All the signatories have also agreed to abide by the law of the land and submit to regular compliance audits.”

An email sent to Amazon did not elicit a response till press time.