India’s Internet and Mobile Association (IAMAI) has launched a Universal Self-Regulation Code for Online Curated Content Providers (OCCPs). The code has been adopted by 15 OCCPs in India including Amazon Prime Video, Netflix, Zee5, Viacom 18, Disney Hotstar, MX Stream, Jio Cinema, Eros Now, Alt Balaji, Arre, Shemaroo, Discovery Plus, HoiChoi, Hungama, and Flickstree.
The purpose of this industry-wide initiative is to provide customers with information and tools to help them make better choices about viewing decisions for them and their families. At the same time, fostering imagination and allowing artists the ability to tell the finest stories.
The Universal Self-Regulation Code provides a specification for the age rating and content descriptions for titles as well as access control mechanisms to allow users more flexibility and power. The Code further provides a process for straightforward, open, and organized dispute resolution and escalation to disclose non-compliance with the specified guidelines.
As part of this process, each OCCP will create a Department of Customer Disputes and/or an internal committee, as well as an advisory council to deal with grievances, appeals, and escalations. The consulting team will consist of a minimum of three members, including an independent professional counsel and two senior OCCP executives.
Chair of the IAMAI Digital Entertainment Committee, Tarun Katial, said, “The Universal Self-Regulation Code for OCCPs is based on a common conviction that customer confidence and artistic creativity are essential to the Indian entertainment industry’s long-term growth. We’ve made it easy for users to make the best viewing choices about themselves and their families with the Mechanism about Age Ratings, Subject Definitions, and Parental Restrictions in tandem with a grievance resolution scheme.
He also added that The mix of empowering customers and encouraging innovative excellence will make Online Curated Content Creators stand at the forefront of delivering India’s best content to the world and giving Indian audiences the finest stories from around the globe. Technology has been embraced by most of the big streaming platforms, and they are looking forward to seeing more joinings.
The Code is valid as of 15 August 2020 and enables OCCPs to meet in a time-bound manner with all the guidelines. Each signatory to the code has decided to nominate an external advisor within 60 days from September 5, as part of the grievance resolution process.