Tuesday June 18, 2019
Home Entertainment Streaming Pla...

Streaming Platforms Sign New Industry Code of Conduct

The streaming platforms, also known as Online Curated Content Providers (OCCPs), have voluntarily signed a self-regulatory Code

0
//
Representational image. Flickr

Streaming platforms including Netflix, Hotstar, Voot and SonyLiv, have signed and agreed to follow a new industry code of conduct and self-regulation for online content in India.

The streaming platforms, also known as Online Curated Content Providers (OCCPs), have voluntarily signed a self-regulatory Code of Best Practices under the aegis of the Internet and Mobile Association of India (IAMAI).

Other platforms to sign the code are Zee5, Arre, ALT Balaji and Eros Now, read a statement.

This marks the first time global streaming giant Netflix has signed on to this kind of code in a single country. It previously adopted a similar code for the Southeast Asia region.

The code, which has been in the works for over a year, establishes guiding principles for OCCPs to conduct themselves in a responsible and transparent manner and at the same time ensures that consumer interests are protected.

streaming online
Streaming platforms including Netflix, have signed and agreed to follow a new industry code of conduct and self-regulation for online content in India.

Amazon Prime Video, which launched in India two years ago, was not among the signatories.

According to hollywoodreporter.com, Amazon, however, has no plans to sign up to the voluntary code, which covers sexual and religious topics, among others, and sets a process for consumer complaints.

When contacted by The Hollywood Reporter, an Amazon representative said: “While we are assessing the situation, we believe that the current laws are adequate to fulfil this mission.”

While theatrical films and television are regulated in India, the country currently does not have any official guidelines for the streaming space. Last year, Netflix was hit with a lawsuit, which is still ongoing, over its first Indian original “Sacred Games”, which stars Saif Ali Khan and Nawazuddin Siddiqui.

As per the statement, the objectives of the code are to: Empower consumers to make informed choices on age-appropriate content; protect the interests of consumers in choosing and accessing the content they want to watch at their own time and convenience; safeguard and respect creative freedom of content creators and artists; nurture creativity, create an ecosystem fostering innovation and abide by an individual’s freedom of speech and expression and provide a mechanism for complaints redressal in relation to content made available by respective OCCPs.

The IAMAI highlighted that the “constitutional framework of India upholds freedom of speech and expression, including commercial speech” and that the signatories to the code “seek to uphold the freedom as envisaged in the constitution of India”.

The code prohibits content that “deliberately and maliciously disrespects the national emblem or national flag” or “represents a child engaged in real or simulated sexual activities or any representation of the sexual parts of a child for primarily sexual purposes”.

digital platform

Participating companies including Sony Liv must establish an internal redressal department to receive and consider complaints

It also prohibits content that deliberately and maliciously intends to outrage religious sentiments of any class, section or community; promotes or encourages terrorism and other forms of violence against any state of India or its institutions and “content that has been banned for exhibition or distribution by online video service under applicable laws or by any court with competent jurisdiction”.

Participating companies must establish an internal redressal department to receive and consider complaints from consumers directly or those forwarded by the Ministry of Information and Broadcasting.

Also Read: Music Composer A.R. Rahman Feels That Indie and English Music Need To Be Nurture

Welcoming the initiative, Viacom’s Indian partner Network18 Media group general counsel Kshipra Jatana said: “This endeavour is a significant step forward in striking the right balance between defending creating freedom and protecting consumer interests. All the signatories to the code have agreed to adhere to and uphold the principles enshrined in the code both in form and in substance.”

Adding to that, Ashok Nambissan, General Counsel, Sony Pictures Networks India Private Limited, said: “Self-regulation encourages creativity and makes content creators more responsive to their viewers. It’s worked well for broadcast media and there’s no reason for it not to do so for curated video content. We are happy to be part of this industry initiative.” (IANS)

Next Story

Indians won’t Mind Ads on Netflix, Amazon Prime Video if Given Good Deal, Research Report Claims

Subscription fatigue is not common for users in India

0
Indians, Ads, Netflix
The findings suggest that the online TV consumer in India sees the value in TV content whether they are paying with greater focus and attention. Pixabay

One in three Indians won’t mind seeing ads as they watch over-the-top (OTT) content streaming platforms like Netflix or Amazon Prime if they get a good deal from the vendors, video Cloud services provider Brightcove Inc said on Monday.

While 25 per cent Indians want to pay nothing and watch ads as a trade-off to consuming content, 14 per cent respondents would like to pay a higher fee to be free from ads and a similar number would like an option where they can customise their price and ad packages.

In its annual “Asia OTT Research Report”, conducted with research partner YouGov, the company said 35 per cent of respondents in India might be open to a reduced monthly subscription package that serves ads depending on the price whereas 44 per cent said they would definitely sign up.

This means that nearly 80 per cent of Indian respondents are open to a hybrid model of reduced price subscription video on-demand (SVOD) services with some ad funding.

Indians, Ads, Netflix
One in three Indians won’t mind seeing ads as they watch over-the-top (OTT) content streaming platforms like Netflix or Amazon Prime if they get a good deal from the vendors. Pixabay

The survey polled 9,000 participants across nine countries in Asia, including 1,000 consumers in India.

“The findings suggest that the online TV consumer in India sees the value in TV content whether they are paying with greater focus and attention, or with their money. Indian consumers do not mind seeing ads as part of their shows, especially if they are getting a deal,” said Janvi Morzaria, Sales Director-India, Brightcove.

Nearly 60 per cent of ‘lapsed’ respondents plan to sign-up for OTT services again in the future. Subscription fatigue is not common for users in India as content was the primary driver for their subscription to multiple OTT services.

When asked how much respondents would be willing to pay for OTT services, 37 per cent of respondents stated less than $1 per month, 27 per cent would pay $$1-$4 per month and 16 per cent would pay $5-$9 per month.

Also Read- Just Spending 2 Hours a Week in Nature can Work Wonders for Health, Well-Being

“Nearly 22 per cent of Indian respondents found two ads as an acceptable advertising load per ad break and 13 per cent were open to three ads per break,” said the report.

Offline downloads (42 per cent), access on mobile (42 per cent) and using less data on mobile (40 per cent) were the top three OTT service features most wanted by Indian consumers.

“OTT service providers should make the advertising experience engaging while limiting ad loads per break. Consumers are now willing to watch ads if they have the option to subscribe to a reduced price plan,” said Morzaria.

Indians, Ads, Netflix
While 25 per cent Indians want to pay nothing and watch ads as a trade-off to consuming content. Pixabay

Popular Indian digital service providers like Hotstar, ALT Balaji, Zee5, Voot, BigFlix, Sony LIV, Eros Now — apart from the global giants like Netflix, Hulu and Amazon Prime Video — have flooded the Indian market.

Also Read- US Scientists Find Out Why Some Don’t Choose to Take Shelter During Tornadoes?

There are currently more than 32 online content and video streaming platforms in the country and the market is expected to hit $5 billion by 2023, according to the global management consulting firm Boston Consulting Group (BCG). (IANS)