Amazon Prime and Other Major OTT Platforms Agree to a Universal Self-Regulation Code

 The censorship debate around OTT content reached its peak with Patal Lok.

The rising popularity of online content providers has made them a soft target for increased scrutiny. The unregulated content streamed on these platforms and the question of censorship has been a topic for debate for a long time. 

Numerous shows on these OTT platforms have gained eyeballs for the wrong reasons. The controversy surrounding Amazon Prime’s Patal Lok received a fair share of criticism for allegedly promoting Hindu phobic content. The controversial show irked political leaders as well.

Major OTT players agree to a user-centric OTT code

The online content providers including Netflix, Amazon Prime Video, Disney Hotstar, and 12 others have adopted the 'Universal Self-Regulation Code for Online Curated Content Providers (OCCPs)'. Under the Code, these platforms will set up structured grievance redressal and escalation mechanisms for users. 

The present set of signatories include Zee5, Viacom 18, Disney Hotstar, Amazon Prime Video, Netflix, MX Player, Jio Cinema, Eros Now, Alt Balaji, Arre, HoiChoi, Hungama, Shemaroo, Discovery Plus and Flickstree. The Code became effective on August 15.

Universal OTT code aims to create a balance between informed consumer choice and creative freedom 

The code is a step towards creating a structured redressal mechanism for users to raise red flags in case the streaming platform fails to comply with guidelines issued under the self-regulation code.

Now every OCCP must set up an internal complaints committee along with an advisory panel to hear complaints and appeals.

A brief on the constitution of the grievance redressal mechanism under the code

The code stipulates the mix of members to constitute the advisory panel. There should be a minimum of 3 members. 2 senior executives must come from respective OCCP and 1 member must be an external advisor. The signatory to the code is supposed to comply with the requirement of appointing an external advisor to the panel within 60 days starting September 4.

The goal of this industry-wide effort is to empower consumers with information and tools to assist them in making an informed choice concerning viewing decisions for them and their families, while at the same time, nurturing creativity and providing creators with the freedom to tell the finest stories," Internet and Mobile Association of India (IAMAI) said. 

"Most of the major streaming services have adopted the Code and we look forward to others joining," Tarun Katial, Chair of Digital Entertainment Committee at IAMAI, said.