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IAMAI adds support for online curated content provider self-regulation

The Internet and Mobile Association of India (IAMAI) has adopted an Implementation Tool Kit as a follow-on to the Universal Self-Regulation Code for Online Curated Content Providers (OCCP) that was announced in September 2020.

The IAMAI is overseeing both the implementation of the code, and of the tool kit. The IAMAI said that the tool kit is designed to help signatories in fulfilling their commitments and responsibilities as set out in the code, and addresses feedback from India’s Ministry of Information and Broadcasting on conflict of interest and prohibited content.

The kit covers:

  • Legislation impacting signatories
  • Grievance redressal
  • Training for the creative and legal teams of OCCPs
  • Awareness programmes for consumers to help increase understanding and use of age rating, content descriptors and parental controls
  • Audits and compliance

“The Universal Self-Regulation Code, which is signed by the Country’s top video streaming services marks a watershed moment in the history of the online streaming industry,” said Amit Goenka, Chair, Digital Entertainment Committee, IAMAI said.

“This Tool Kit amplifies all the critical points that were addressed in the code signed last year and aims to address feedback received from the Ministry of Information and Broadcasting, particularly on strengthening the grievance redressal mechanism. It further sets out clear tentpoles that the OCCPs need to undertake to achieve a common goal of entertaining millions of Indians responsibly.”

IAMAI will also set up a secretariat dedicated to the code comprising representatives of the signatories to the code, and plans to get regular updates from signatories about their on-going compliance with the code.

There are currently 17 signatories to the code: 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.

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