The Internet and Mobile Association of India (IAMAI) has released the Universal Self-Regulation Code for streaming services. The services which signed up for the code include Disney+ Hotstar, Amazon Prime Video, Netflix, Zee5, Voot, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, ShemarooMe, Discovery Plus, and Flickstree.
Each signatory platform needs to have a framework which for age classification and description for each title and access controls as well as part of the regulation code. This move will give the users more choice and control over the content they prefer to watch.
The goal of the code is to empowers consumers by providing tools and information helping them in making well informed decisions in regard to what content they are watching. The code aims towards what is best for both consumers and creators as guiding principles which intends for India to be one of the most dynamic and fastest growing entertainment industries in the world.
The code is effective from 15 August 2020 and each signatory has to set-up grievance redressal mechanism in form of an advisory council with two executives from respective platform and one external independent advisory member or/and a Consumer Complaints Department to deal with complaints, appeals and escalations within 60 days from today.
Tarun Katial, Chair, Digital Entertainment Committee, IAMAI said, “The Universal Self-Regulation Code for OCCPs is built around a shared belief that consumer empowerment and creative excellence are key to the long-term success of the Indian entertainment industry. With the Framework for Age Classification, Content Descriptions and parental controls in combination with a grievance redressal system, we’ve made it easier for consumers to make the right viewing decisions for themselves and their families. The combination of empowering consumers and enabling creative excellence will help Online Curated Content Providers be at the forefront of taking the best stories from India to the world and bringing the finest stories from around the world to Indian consumers. Most of the major streaming services have adopted the Code and we look forward to others joining.”
