MIB, industry stakeholders discuss unified content rating system for digital platforms: Exclusive

The Ministry of Information and Broadcasting (MIB) has recently been suggested to implement a unified content rating system to provide standardised, transparent, and reliable performance metrics across digital platforms.

During a roundtable which was chaired by Ashwini Vaishnaw, Minister for Information and Broadcasting, industry stakeholders emphasised on the need of the rating system.

The meeting saw participation from various other industry stakeholders including Anant Nath, Editor, The Caravan, Editors Guild of India, R. Jai Krishna, Secretary General, News Broadcasters Federation (NBF), Shashi Sinha, Nakul Chopra, Chairman & CEO, Broadcast Audience Research Cell, Mohit Soni, CEO, Media & Entertainment Skills Council (MESC), Ashoke Pandit, President, Indian Film and Television Directors Association, and Ankur Bhasin, Founding member & Secretary, MEAI (Media & Entertainment Association of India), among others.

Industry stakeholders said a new, unified content rating system should be implemented to provide standardised, transparent, and reliable performance metrics across digital platforms. This would enhance advertiser confidence and help content creators and distributors make informed decisions.

Bharat Gupta, CEO of Jagran New Media, also highlighted that MSMEs should be incentivised to advertise digitally, with a focus on inclusivity across languages.

Also present at the roundtable, members of the Film Producers Association and other industry stakeholders raised issues in the film industry.

For one, a strong need to rationalise VPF costs.

Ashoke Pandit, President, Indian Film and Television Directors Association, shared that producers bear the cost of the Virtual Print Fee (VPF) to display films using digital projectors from service providers that partner with theatre chains. Producers are suffering due to high charges imposed by smaller companies.

Additionally, the industry recommended that Doordarshan develop a professional OTT platform, leveraging its extensive reach to provide substantial benefits.

Pandit also noted that given National Film Development Corporation (NFDC) has a history of nurturing great filmmakers, the body NFDC should include representatives from the industry and have production facilitators to better serve the filmmaking community.

Further, Blaise J. Fernandes, President & CEO, Indian Music Industry, noted that in India, 90% of music consumption is film-based, and the sector remains largely informal and unorganised. Despite being one of the world's largest consumers of music content, the industry faces significant challenges due to piracy.

Even after the introduction of copyright laws in India there are many cases of copyright infringement especially in music. Industry members urged the govt to take steps to control music piracy in India.

Referring to the international music concerts where ticket sales reach $31 billion, industry members recommended that converting sports arenas into multiplex-style venues for concerts in India could generate substantial revenue.