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17 major OTT players adopt self-regulatory toolkit:
Internet and Mobile Association of India (IAMAI) has announced the adoption of a comprehensive implementation toolkit, which is in line with ‘Universal Self-Regulation Code’ for online curate content providers (OCCP) that was put in motion on September 4, 2020.
- The toolkit not only aims to set out guiding principles and code of ethics, it also addresses the feedback received from the Ministry of Information and Broadcasting on the issues of conflict of interest and prohibited content.
- Last year, as many as 15 major OTT platforms in India signed a self-regulation code.
- The code prohibited five types of content, including content which deliberately and maliciously disrespects the national emblem or flag and any visuals or story lines that promotes child pornography.
- The objective is to govern their curated streaming content. They aim to do this by adhering to disclosures such as, specifying maturity ratings and content descriptors.
What is OTT?
An “over-the-top” media service is any online content provider that offers streaming media as a standalone product.
- The term is commonly applied to video-on-demand platforms, but also refers to audio streaming, messaging services, or internet-based voice calling solutions.
- OTT services circumvent traditional media distribution channels such as telecommunications networks or cable television providers.
- As long as you have access to an internet connection — either locally or through a mobile network — you can access the complete service at your leisure.
Why they are gaining popularity?
- High-value content at low cost.
- Original content like Netflix and Amazon prime.
- Compatibility with multiple devices.
Sources: the Hindu.