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Date:
November 20, 2020

Ontario changes its film ratings system

In a move to modernize the age-rating system for movies in Ontario, Canada, the provincial government recently proposed the 'Film Content Information Act 2020' as part of the Budget Bill that does away with General, Parental Guidance, 14 Accompaniment, 18 Accompaniment and Restricted age ratings. The new act would replace the Film Classification Act, 2005 .

In recent years, the Ontario Film Review Board (OFRB) -- a film classification body run by the Ontario Film Authority, a nonprofit organization, appears to have fallen behind in assigning the mandatory age-ratings to movies released in the province. This created a problem since films could only be screened by distributors and theatres once they had been assigned an official rating issued by the province. The absence of a rating affected new releases.

There are cases where popular movies like "Roma" were not rated in time for its release. The acronym STC or Subject to Classification started appearing more frequently. Besides the delays, there is also the issue of inconsistent ratings. Films are sometimes assigned higher ratings and, upon further review, re-rated. The OFRB website's rating database is also outdated.

To bring more efficiency and adapt to the rapidly shifting landscape toward digital platforms and streaming services, the provincial government dissolved the Ontario Film Authority on September 27, 2019 and took control of classifying movies in the province. The government assumed this role until it held consultations with the public and industry in the fall of 2019. The objective was to modernize film classification in Ontario while at the same time continuing to maintain consumer protection. In addition to reducing regulatory requirements, this move will also help the film industry save up to $1.5 million per year on film rating and licensing costs.

The outcome of this consultation with all stakeholders is the proposed new 'Film Content Information Act, 2020' that is formulated to replace what the government considers outdated requirements with information that assists the general public in making informed viewing decisions. The Act, if passed into law, would completely abolish the need for film exhibitors, retailers, and distributors to meet the film classification and licensing requirements. However, adult movies with explicit sexual content and video games will continue to be regulated as per the existing rules and regulations.

In contrast to traditional age-ratings, exhibitors are required to provide comprehensive descriptors about the film which could include violence, nudity, profanity, drug use, sexual scenes and more. A suggested age-rating could also be provided but this would only serve as a recommendation and not a rule. To receive feedback about the exhibitor provided ratings and to ensure audience complaints are attended to, contact details will be provided.

It remains to be seen if this proposed new act will provide more content information than traditional age-ratings and influence viewing choices of the audiences. However, in the rapidly changing environment of proliferating media content from both traditional and OTT players, self-regulation appears to be one of the most efficient methods to keep up with content.

OTT Platforms Challenging Ideologies in India 

Russian writer Yevgeny Zamyatin published "We" in 1921. The story follows the totalitarian society, One State, its architecture is made-up almost entirely of glass. The citizens are under mass surveillance and society functions strictly by logic and reasoning which justify the common law . The book is as contentious now as it was when it was released. The fallout after the novel circulated forced Zamyatin to move to Paris as his career in Russia was declared dead. He was blacklisted in his homeland. Though he eventually died penniless and in poverty, "We" is considered one of the greatest Dystopian masterpieces.

So, what is it about Dystopia that makes people-particularly those in power-so uncomfortable? In many ways, Dystopian stories are political satires that explore possibilities of what can go wrong in that environment.

In 2019, Netflix India released "Leila," based on the book of the same name by Indian journalist and novelist, Prayaag Akbar. The story follows a woman named Shalini in her quest to find her daughter, Leila, kidnapped by a totalitarian regime. The regime known as Aryavarta is controlled by supreme leader, Doctor Joshi, who rules with an iron fist. People are segregated based on their religion and forbidden to mate beyond the confines of it. Those who do not obey the law are punished and children of those unions are forcefully taken away. The series contains considerable imagery and symbolism derived from Hinduism.

So, it was not unexpected when far-right Indian organizations started striking out at the series, calling it 'Anti-Hindu' and accusing it of spreading #Hinduphobia, which went on to become a Twitter trend.

"Leila" dares to ask uncomfortable questions.

Netflix India's horror offering, "Ghoul" released in 2018, follows characters in a not too distant future overtaken by sectarianism. In this story, words like 'anti-national' are used openly to label anyone daring to challenge the State's authority. While the central plot focuses on the dark mysteries of one detention facility inmate, the sharp political jabs asserted throughout hit their mark. The world of "Ghoul" is one where intellectuals are routinely rounded-up, heckled and profiled. A time where literature is contraband and book burning the norm; a grim projection of what can be.

The need for Dystopian content is now. When Yevgeny Zamyatin wrote "We," sealing his own fate, he bravely set out to question Stalin and his policies. When objections are raised about a fictious regime in "Leila," citizens ought to question why.

Related Insights

NAB 2025 – Recognizing a Changed Industry

Another National Association of Broadcasters (NAB) conference is in the books, and if anything has changed in the media and entertainment industry, the conference and attendees were there to discuss it. From content evolution to changes in audience preferences to AI being everywhere, to trade uncertainty, it was a topic of conversation at NAB 2025. Official categories included: Artificial Intelligence, Cloud Virtualization, Creator Economy, Sports, and Streaming. If a general conclusion could be drawn, it’s that the legacy media business no longer cuts in today’s market, and to survive these new realities, businesses must rethink how they fit in.

Everything Is Changing

One of the biggest takeaways from NAB is the impact the creator economy is having on the industry. Dozens of panels focused on how individuals and small-team productions have upended traditional business models and economics, attracting large audiences from traditional producers while also siphoning away ad revenues and production contracts. Recognizing this trend, hundreds of exhibitors demonstrated how their products or services support all types of creators while also providing benefits to traditional media companies. The NAB also introduced two new initiatives to support this growing sector: the Creator Council and the Creator Lab.

In a keynote session, media cartographer Evan Shapiro highlighted the extent of the shift, pointing out that by 2027, the creator economy is expected to grow to half a trillion dollars, nearly doubling its value from last year ($250 million). Shapiro, recognizing the difference between the creator economy and influencers, cites their effectiveness in attracting and engaging large audiences without having to deal with “gatekeeper-led content.” His final point was that this new reality presents the M&E industry with two options: embrace it or get left behind.

Market and Regulatory Uncertainty

The current uncertainty in global trade markets and the impact of tariffs on product purchases has cast a significant chill on many exhibitors at NAB. This was especially true for those companies whose products were manufactured or included parts from impacted countries or markets (services are not yet subject to tariffs). Many companies encouraged customers to expedite purchases to take advantage of existing inventories and avoid significant cost increases as tariffs are implemented. Attendees and speakers also expressed concerns about how regulatory changes from the FCC and regulators in other countries might impact  children's television programming, the news distortion policy, technical rules (e.g., ATSC 3.0), and TV carriage rules (e.g., non-duplication, and syndicated exclusivity).

Monetization Evolves as Markets Evolve

The continued growth of OTT/FAST and the rapidly expanding creator economy means competition for eyeballs and ads will only become more intense. Evidence of this was on clear display during NAB 2025:

  • Traditional Broadcast Disruption: The rise of streaming services and changing viewer habits are challenging traditional broadcast models, necessitating a reimagining of revenue strategies.
  • Fragmented Audiences: The audience is increasingly fragmented across linear streaming, on-demand platforms, and traditional broadcast, making it more difficult for advertisers to reach consumers effectively.
  • Hybrid Models: Streaming services are increasingly adopting hybrid monetization models, such as AVOD or FAST, to supplement their subscription revenues.

A key component of all of these strategies is high-fidelity metadata. Without it, content marketing, search, and discovery, as well as contextual advertising, are much more difficult to achieve. With it, compliance, brand safety, and audience acceptance increase significantly.

AI Everywhere

Artificial Intelligence (AI) and its increasing impact on content creation, marketing, and virtual production were everywhere at NAB 2025. Nearly 300 exhibiting companies from around the world demonstrated products that included or were enhanced by AI across every phase of content production, marketing, advertising, and distribution. Among them, Spherex highlighted its flagship product, SpherexAI, and demonstrated how it is transforming global video compliance and contextual advertising through scene-level intelligence and cultural insight. It also facilitates ad placement where they will resonate and yield better audience results.

The takeaways from NAB 2025 paint a clear picture: the media and entertainment landscape is in constant flux, demanding adaptability and innovation for survival. The undeniable surge of the creator economy, coupled with market and regulatory uncertainties and the evolving monetization models driven by streaming, presents both challenges and opportunities for traditional and new players. Overlaying all of this is the pervasive influence of artificial intelligence, poised to reshape every facet of the industry.

Ultimately, NAB 2025 underscored a fundamental truth: standing still is no longer an option. The future of media and entertainment belongs to those who embrace change, leverage new technologies, and understand the shifting dynamics of both content creation and audience engagement.

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Experience SpherexAI at NAB 2025

Spherex is headed to Las Vegas for NAB 2025, and we’re bringing a bold new expansion of our flagship product, SpherexAI. Join us at Booth W1456 in the West Hall of the Las Vegas Convention Center from April 6-9 to see how we’re transforming contextual advertising with cultural and emotional intelligence.

As the media and advertising industries look to AI for smarter targeting and better brand alignment, SpherexAI offers a groundbreaking solution. By analyzing the cultural and emotional context of streaming video at the scene level, SpherexAI helps advertisers engage audiences more meaningfully while reducing the risk of misaligned or unsafe ad placements.

The Power of Scene-Level Intelligence

At the heart of our advertising innovation is SpherexAI’s multimodal platform, which processes thousands of signals from every frame—visuals, audio, dialogue, and on-screen text—to create rich metadata that understands the tone, mood, and narrative context of video content.

This deep, scene-level intelligence powers a range of capabilities that can dramatically improve campaign effectiveness:

  • Smarter Ad Targeting – Ads are delivered when viewers are most emotionally receptive, based on the precise tone and content of each scene.
  • Seamless Integration – Ads align with the story arc instead of disrupting it, increasing both engagement and recall.
  • Cultural Sensitivity at Scale – Our patented Cultural Knowledge Graph ensures ad messaging aligns with local customs, values, and regulations in over 200 countries and territories.
  • Enhanced Brand Safety – SpherexAI actively prevents ad placements in scenes that could be offensive, inappropriate, or reputationally risky.

Whether you're building a global campaign or fine-tuning messaging for a specific region, SpherexAI ensures your ads resonate with cultural nuance and emotional precision. Best of all, this isn’t vaporware; SpherexAI can be added to your workflows today!

See It In Action

At NAB 2025, we’ll be demoing how SpherexAI empowers advertisers to connect with audiences in powerful new ways—by aligning their campaigns with the content people are already emotionally invested in.

Book a Demo

Ready to experience the future of contextual advertising? Book a meeting with the Spherex team or drop by Booth W1456 during NAB 2025. We’re excited to show you how scene-level cultural intelligence can elevate your strategy and unlock deeper audience engagement.

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Teresa Phillips Joins OTT.X Buzz Panel to Celebrate Women’s History Month

On March 19, 2025, Spherex CEO Teresa Phillips joined a distinguished panel of female executives for the OTT.X BUZZ session—Women’s History Month Edition. This engaging discussion covered the latest trends in OTT and digital video while shedding light on women's unique experiences navigating the media and technology industries.

Moderated by Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen, the panel featured:

  • Teresa Phillips, Chief Executive Officer, Spherex
  • Jenn Chen, Chief Revenue Officer, JWP Connatix
  • Maria Hellström, Chief Executive Officer, Codemill
  • Laura Martin, Managing Director, Senior Internet & Media Analyst, Needham & Company
  • Paige Sherman, Director, Digital Video Programming, Shout! Studios

Teresa shared valuable insights on leadership, career development, and the evolving role of women in media. Reflecting on her journey in a male-dominated industry and the U.S. Army, she emphasized the impact of mentorship and sponsorship in shaping successful careers. Offering practical advice for early and mid-career professionals, Phillips highlighted the importance of adaptability, recognizing career pivot points, and leading through times of transition.

Key Takeaways from the Discussion Throughout the session, the panelists tackled some of the most pertinent topics facing women and the industry today, including:

  • Work-Life Balance and Corporate Support: The panel explored how companies can better support caregivers, highlighting policies that enable a more inclusive and sustainable work environment.
  • The Rapid Evolution of AI in Media: With AI and automation playing an increasingly central role in content distribution, Phillips emphasized Spherex’s role in leveraging AI-powered tools to help studios navigate cultural and regulatory landscapes worldwide.
  • Leadership in a Shifting Industry: The panelists reflected on how they’ve adapted to significant industry changes, from the rise of FAST channels to the increasing role of data-driven decision-making in content strategy.
  • Challenges and Opportunities for Women in Media: The discussion tackled informal workplace dynamics that impact women’s success, from navigating corporate culture to advocating for fair representation at leadership levels.
  • Balancing Authenticity and Career Growth: Panelists shared insights on maintaining personal authenticity while adapting to workplace expectations in male-dominated spaces.

Looking Ahead: Women Driving Industry Innovation -The panelists reinforced that women’s leadership in M&E is not just necessary—it’s a competitive advantage. As AI, automation, and viewer behaviors evolve, diverse leadership will play a pivotal role in shaping the future of streaming.

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