Indian Government Regulates OTT Platforms

Partho Pal • Nov 12, 2020

The latest Media and Entertainment Outlook 2020 report by PwC states India is currently the world’s fastest growing OTT market, and is positioned to become the world’s sixth-largest by 2024. This means India is likely to overtake South Korea, Germany, and Australia in OTT revenue. Sizable investments by Netflix, Amazon, Disney+ Hotstar and other players in both originals and licensed content is expected to make up 93% of total OTT revenue.

This is good news in terms of consumer choices. It also means that with the increased flow of content, the supply chain starting from content production to content release needs to be robust enough to keep pace in the country. Therefore, the recent move by the Indian Government to regulate OTT platforms under the Information & Broadcasting (I&B) ministry may create some roadblocks in India’s OTT landscape.

India has resisted regulation of the OTT space and no laws or rules exist regulating OTT platforms. It is a relatively new medium of entertainment, classified as digital media. Unlike traditional media such as television, films, print or radio, which follow government guidelines under the direction of various regulatory bodies, OTT enjoys a free run. However, there have been frequent calls for censorship of online content by various political groups and social organizations. Shows like Netflix’s “Leila” and “Sacred Games” have invited the ire of certain groups leading to court cases asking for bans or regulation of streaming content. As a pre-emptive measure, in January 2019, nine streaming services in India announced a self-regulation code under the aegis of the Internet and Mobile Association of India (IAMAI). The code settled on some “best practices” to avoid government-led censorship. However, the government indicated that this might not be enough and started holding consultations on the subject.

Consequently, in February 2020, the IAMAI drafted a new code. At the Government’s insistence, a Digital Content Complaints Committee was created to serve as an appeals body that can penalize OTT players. This did not sit well with some of the OTT services indicating lack of consensus and adequate consultation within the IAMAI. In September 2020, the organization prepared a third version of the self-regulatory code. Signatories include 15 international and local platforms on board viz. Netflix, Amazon Prime Video, Disney+ Hotstar, ALTBalaji, ZEE5, Arre, Discovery+, Eros Now, Flickstree, Hoichoi, Hungama, MX Player, Shemaroo, VOOT, Jio Cinema, SonyLIV and Lionsgate Play.

The ministry of information and broadcasting asked IAMAI to consider other self-regulatory models since the government does not support the current one. The letter stated “The proposed self-regulatory mechanism lacks independent third-party monitoring, does not have a well-defined Code of Ethics, does not clearly enunciate prohibited content, and at the second and third-tier level there is an issue of conflict of interest.”

In a far-reaching move, a gazette notification issued Nov. 11 and signed by the president of India, online films, digital news, and current affairs content were brought under the purview of the Government’s I&B Ministry. With the government’s decision to regulate online content providers, the challenge for the OTT platforms would be keeping a check on their content. It is also likely that they would have to apply for certification and approval of the content before streaming. This could give rise to many conflicts as most OTT platforms showcase content that would otherwise be censored by the certification boards in India.

No specific guidelines have been announced as yet, but it is known that the Programme Code governing TV content and which found an outlet in the Cable Television Network Regulation Act, 1995, may serve as a template to frame rules for online content. So, while the industry waits for more regulatory guidelines from the I&B ministry, OTT platforms are likely to resist any plans to censor content being streamed in India citing infringement of creative freedom.

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AI was Dominant at NAB 2024

By Spherex • 03 May, 2024

As predicted in our blog post , the 2024 NAB show focused on Artificial Intelligence (AI) technologies and their impact on the Media and Entertainment (M&E) industry. The event showcased the transformative potential of AI across various aspects of content creation, production, and distribution. Focus on Content Over 130 companies exhibited AI products and services, while 80 panels and workshops explored AI's role in the M&E sector. These sessions demonstrated how AI revolutionizes workflows, enhances creativity, and enables stunning visual effects and ultra-high-resolution graphics. Attendees gained valuable insights into integrating AI across the entire content pipeline, from scriptwriting and video editing to post-production and distribution. AI in Multilingual Content Production Another key focus was the role of AI in facilitating multilingual content production on a global scale. Workshops and panels explored how AI is automating and refining transcription, translation, and re-voicing processes, ensuring accurate and localized content delivery to diverse audiences worldwide. Experts also shared their experiences and best practices in leveraging AI for content creation and programming, discussing the balance between harnessing AI's potential and maintaining human oversight to address ethical concerns. AI's Impact on Content Policy Panels also delved into the critical policy issues related to AI adoption. For example, the future of AI-driven personalization in content delivery, the importance of responsible AI implementation in fostering diversity and inclusion, and the potential of generative AI to transform the media and entertainment landscape. AI Expands into Business Operations AI's reach in the industry increases daily and into products and services many people have not considered. For example, several AI-based back-office products were introduced that handle rights management, finance and royalties, market targeting and analytics, and advisory services. AI-based content management, security, and distribution systems ensure production assets are safe throughout the entire product chain; in-house AI development hardware reduces development and production costs; AI chips in consumer TV sets control screen pixels to eliminate glare and enhance image quality and enhance advertising and marketing tools to connected TVs are now coming to market. There can be no doubt that AI will, in some way, become part of every aspect of M&E for generations to come. Here to Stay Artificial Intelligence (AI) is becoming integral to the mindset of the media and entertainment industry. From AI-assisted scriptwriting and intelligent video editing tools to automated localization services and personalized content recommendations, the technology empowers companies to unleash their creative potential, streamline workflows, and connect with audiences on a deeper level. With a wide array of AI-powered solutions now available, such as Spherex AI ™, the industry is poised to drive innovation, efficiency, and growth, shaping the future of storytelling and delivering unparalleled experiences to viewers worldwide.

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By Spherex • 27 Mar, 2024

Santa Clara, CA (March 27, 2024 ) — Spherex , a global technology and data company serving the Media and Entertainment industry, will showcase Spherex AI ™, its pioneering AI platform for video content compliance and analysis, at NAB 2024 in Las Vegas from April 13 to 17. The Spherex AI ™ platform empowers content owners to adapt their narratives for the broadest international audience while avoiding regulatory restrictions and censorship barriers. Spherex will be exhibiting at Booth W2217 in the West Hall of the Las Vegas Convention Center. Spherex AI ™ drastically reduces the time and resources required for video content localization, mitigates the risk of cultural insensitivity or noncompliance, and enables creators to accelerate expansion and reach the right audience faster, cost-effectively, and without brand risk. The platform scans film, TV, or advertising content quickly and affordably, making it the ideal solution for verifying the suitability of any video content for any global market. “Today, content providers and streaming platforms must navigate complex regulations and cultural norms to operate successfully in different markets,” said Teresa Phillips, Co-founder and CEO of Spherex. “By seamlessly integrating sophisticated AI with cultural and regulatory insights, Spherex helps content creators, studios, distributors, and platforms unlock new markets, broaden their audiences, and increase revenue.” At the heart of Spherex AI ’s™ innovation is its proprietary AI technology, based on a decade of meticulous research and analysis of laws, regulations, and film/TV classifications in over 100 countries, as well as the screening of millions of film and TV clips for training and validation. Unlike conventional methods that employ AI and Machine Learning (ML) to identify objectionable content in a scene, Spherex uses advanced techniques to interpret the cultural context surrounding classifiable elements such as drugs, violence, sexuality, and profanity. Understanding the context is crucial because it's not just about the events happening in a video or who is involved; it's about comprehending the setting, characters, impact, and consequences. These factors are essential in determining local age ratings and cultural suitability for worldwide markets. To book a meeting with Spherex at NAB, contact Davinder Lu thra here . About Spherex Spherex is a global technology and data company transforming how media and entertainment enterprises create, adapt, and deliver film and television to audiences worldwide through AI and machine learning. With unmatched expertise in culture and regulatory compliance, Spherex works with the world's largest media companies, movie studios, networks, distributors, and streamers to build larger audiences, speed up content discovery, drive more video views, and generate higher revenue. Learn more at www.spherex.com .