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The code bars signatories from showing content banned by Indian courts, “disrespects” the national emblem and flag, “outrages” religious sentiment, “promotes” terrorism or violence against the state and shows children in sexual acts. ET was the first to report on the plan in September last year. Amazon, which runs streaming service Prime Video, is not part of the grouping that has signed the code. ET reported on September 12 that Amazon was opposed to the voluntary code. On December 28, ET reported details of the code.
The Internet and Mobile Association of India (IAMAI), which helped draft the code, said it establishes guiding principles for online curated content (OCC) providers to conduct themselves in a responsible and transparent manner and at the same time ensures that the consumer interest is protected.
The industry body said the objective of the code is to empower consumers to make informed choices on age-appropriate content, protect the interest of users in choosing and accessing material they want to access and provide a complaint redressal mechanism.
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It added that the code safeguards and respects creative freedom of content creators and artists. It establishes an ecosystem that fosters innovation and abides by an individual’s freedom of speech and expression, IAMAI said.
The signatories have agreed to appoint a dedicated person or team or department to receive and address any consumer-related concerns and complaints in relation to content.
Amazon declined to sign the code, saying it believes that the current rules are adequate. Some feel that the purpose of the code is to bring content streamers on a par with traditional broadcasters, which are mandated to have certain controls on content.
“This endeavour is a significant step forward in striking the right balance between defending creating freedom and protecting consumer interests,” said Kshipra Jatana, group general counsel at Network18 Media & Investments.
Ashok Nambissan, general counsel, Sony Pictures Networks, said self-regulation has worked well for broadcast media and there's no reason it shouldn’t for curated video content.
The Internet Freedom Foundation (IFF) urged online video platforms to rethink the norms, saying that a TV-style, self-censorship system would hurt consumer choice and freedom of speech.
“We call on them to reconsider this proposal, it creates a de-facto censorship mechanism which will only become more pervasive in time. This will be to the detriment of the entire online video streaming sector,” it stated.
IAMAI said the OCC industry plays a prominent role in the Indian creative economy and has the potential to turn India into a creative hub. Video-on-demand has transformed the way content is created and consumed, it said. Video content delivered through the internet is expected to reach a market size of $5 billion by 2023, according to aBCG report issued last year.
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禁止签署国的代码显示印度法庭禁止的内容,“不尊重”国徽、国旗,宗教情绪“暴行”,“促进”对国家和恐怖主义或暴力显示孩子性行为。ET是第一个报告去年9月计划。亚马逊,流媒体服务'视频,不分组,签署了代码的一部分。等9月12日报道,亚马逊反对自愿代码。12月28日报道细节的代码。
印度的互联网和移动协会(IAMAI),帮助起草的代码,它建立了指导原则,以在线策划内容(OCC)供应商对自己的负责任的和透明的方式,同时确保消费者利益保护。
行业组织表示代码的目的是让消费者做出明智选择适合孩子年龄的内容,保护用户的利益在选择材料和访问他们想访问并提供投诉的补救机制。
它补充说,代码安全保障和尊重内容创作者的创作自由和艺术家。建立一个生态系统,促进创新和遵守个人的言论和表达自由,IAMAI说。
缔约国同意任命一个专门的人或团队或部门接收和处理任何消费者相关问题和投诉内容。
亚马逊拒绝签署代码,说它相信当前的规则是足够的。有人认为代码的目的是将内容飘带与传统广播,要求有一定的控制内容。
“这奋进号之间的正确平衡的重要一步卫冕创造自由和保护消费者的利益,“说Kshipra Jatana,集团总法律顾问Network18媒体&投资。
Ashok Nambissan、总法律顾问、索尼网络自律曾表示,对广播媒体,没有理由不应该策划视频内容。
互联网自由基金会(IFF)敦促在线视频平台重新思考规范,说TV-style,自我审查制度会损害消费者的选择和言论自由。
“我们呼吁他们重新考虑这个提议,它创建一个实际的审查机制,只会变得更普遍。这将是整个网络视频行业的损害,”它说。
IAMAI说OCC行业扮演着重要角色在印度创意经济和有潜力把印度变成一个创新中心。视频点播内容创建和消费已经改变了方式,它说。视频内容通过互联网市场规模预计将达到50亿美元,到2023年,根据aBCG去年发布的报告。
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