Netflix, Amazon Prime Video among first 10 members of IAMAI self-regulatory body for OTT players

Netflix, Amazon Prime Video among first 10 members of IAMAI self-regulatory body for OTT players
Photo Credit: 123RF.com
28 May, 2021

Industry body Internet and Mobile Association of India (IAMAI) which represents companies in the digital industry, ranging from gaming and ecommerce to cybersecurity, has announced the formation of a Level-II regulatory body for over-the-top (OTT) video publishers.  

In a statement, IAMAI announced that it has confirmation from 10 players in the OTT space who have agreed to be members of the Digital Publishers Content Grievances Council (DPCGC). It is a self-regulatory body constituted in keeping with the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021 which came into effect on May 26.  

As per the rules, OTT players were prescribed a three level self-regulatory mechanism by the Ministry of Information and Broadcasting (MIB) for grievance redressal on content published on these platforms. The Level-II body for self-regulation is mandated to resolve grievances which have not been addressed within 15 days of filing a complaint.  

The government in November 2020 had brought all audio-video content platforms, digital news and current affairs rendered through online platform under the ambit of MIB.  

The 10 members of the DPCGC formed by IAMAI include Alt Balaji, Amazon Prime Video, Arha Media, Firework, Hoichoi, Hungama, Lionsgate Play, MX Player, Netflix and Shemaroo.  

The body will include publishers as members of a council and an independent Grievance Redressal Board including a chairperson and six members drawn from the media and entertainment industry, judiciary, child and minority rights and others. 

“IAMAI and members of the DPCGC are deeply committed to protecting consumer rights and empowering consumers with the right tools to make informed decisions, as well as have their grievances addressed. The formation of this body is an important step towards consumer choice, as more and more people are viewing content online,” said Subho Ray, president of IAMAI in a statement issued by the body.  

Previously, IAMAI had issued a self-regulatory tool kit for OTT players in February which had 17 publishers as signatories, till the government released the new intermediary and OTT rules later that month, specifying compliances required of digital content, news and other OTT players.