Netflix, Amazon & 15 Other OTTs Will Use ‘Self-Regulation Toolkit’: How Will it Work?
A ‘toolkit’ for effective implementation of the self-regulation code introduced in 2020 has been adopted by 17 platforms, including Netflix, Disney+ Hotstar and Amazon Prime Video said the Internet and Mobile Association of India (IAMAI) on Thursday. This comes amid when regulations for OTT platforms are expected to be made by the government.
The industry body added that it will also set up an ‘IAMAI Secretariat for the Code’, comprising representatives from the signatories to the Code as well as IAMAI. The implementation of the Code and the toolkit will be administered by them.
The ‘Self-Regulation Toolkit’
There were feedback from the Ministry of Information and Broadcasting regarding the grievance redressal mechanism in particular. The toolkit, among other things, wants to strengthen the grievance redressal mechanism. All critical points of the previous year Code are amplified in the toolkit said Amit Goenka, Chair, Digital Entertainment Committee, IAMAI. He added about toolkit that “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”.
Not only guiding principles and code of ethics for the reference of the signatories will be set, but it shall also address the Ministry of Information and Broadcasting’s feedback on the issues of conflict of interest and prohibited content.
The procedures to provide procedures to effectuate the various provisions of the Code shall be there. Along with this, the toolkit shall assist the signatories to fulfil their commitments as well as responsibilities that are set out in the code and also achieve effective self-regulation goals as envisioned by the signatories in the Code.
The toolkit shall be effective February 10 onwards. 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 are some of the signatories to the toolkit.
The toolkit shall guide these signatories in the following:-
- Implementation of a detailed audit and compliance mechanism.
- Training programs for creative and legal teams
- Awareness programs for consumers,
- Relevant laws of the land
- Grievance redressal mechanism
The adoption of the ‘Universal Self-Regulation Code for OCCPs’ had been announced last year in month of September for OTT players.