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The production arm of the UK-based BBC Group, BBC Studios is reportedly exploring options for its India content production business, including a potential exit. This decision comes in response to challenges within the media and entertainment (M&E) sector, such as industry consolidation and shrinking content budgets from TV broadcasters and OTT platforms, according to multiple sources, as reported by The Economic Times.

The BBC Studios' official statement to Storyboard18 said,  “We regularly review our business operations to ensure they are as efficient and effective as possible and are currently undertaking a review of our production operating model in India. BBC Studios Spokesperson: We regularly review our business operations to ensure they are as efficient and effective as possible and are currently undertaking a review of our production operating model in India. However, no decision has been made.”

The current market dynamics have made content production increasingly competitive. Industry experts note that as broadcasters and OTT platforms tighten their budgets and focus on profitability, the number of projects being greenlit has declined. This shift has intensified competition among content producers, reducing their margins and making the business environment more challenging.

BBC Studios’ potential move reflects broader trends within the industry, where profitability and efficiency are increasingly prioritised, posing significant challenges for production houses globally.

BBC Studios considers exiting India content production amid tough market conditions

In a highly engaging panel curated on the opening day of India Digital Summit 2025 titled ‘Amplifying Voices: How India’s Streaming Platforms are Shaping the Future of Entertainment’, Sonal Kabi, Director & Head of Marketing, Prime Video, India, delved into various aspects of story selection and marketing innovation in streaming, while highlighting Prime Video’s role in taking Indian stories to global audiences.

 
Moderated by Archita Kashyap, in addition to Sonal Kabi, the panel saw participation from Aloke Majumder, Vice President of Technology at Hoichoi, and Saurabh Srivastava, COO - Digital Business at Shemaroo Entertainment.

 
She further spoke about evolving viewing tastes and preferences, along with the growing demand for diverse, fresh content, are key factors in developing or commissioning a project. 


On being asked about what kind of value addition to Indian storytelling can be expected to be seen in the long run, Kabi replied, “It’s a privilege that we are able to take Indian stories to audiences in over 240 countries and territories. When we're developing a story, we’re thinking first – how will it find sizable viewership and success within the market where we are commissioning it. But there's no denying that it will be streamed and appreciated by audiences across many countries. A good story will always find its audience.”

 
Being asked about her views on how Prime Video uses marketing for customer engagement, Kabi shared, “We're in the entertainment business. If the campaign is not entertaining, it's not a great campaign. So, with every campaign, what we're trying to look for is something bold, interesting, and something disruptive.”

 
Responding to the question on whether Indian content is making a mark globally, Kabi spoke about the fact that with localisation, Indian content has actually gained fans worldwide, and over 25% audience of Indian titles on Prime Video comes from outside India. Elaborating on the same with examples of Amazon Originals, she said, “Citadel: Honey Bunny was the most watched series on Prime Video worldwide in its launch weekend, and was streamed in 200 countries worldwide, trending in Top 10 on Prime Video in almost 150 countries. Similarly, Call Me Bae was viewed in over 165 countries worldwide, featuring among the top 10 trending titles on Prime Video in 50+ countries in its launch week.”

 
<a href="https://www.storyboard18.com/how-it-works/from-scripts-to-screens-heres-how-ai-is-redefining-indias-entertainment-landscape-53192.htm">Read: From Scripts to Screens: Here's how AI is redefining India’s entertainment landscape</a>


<a href="https://www.storyboard18.com/how-it-works/entertainment-industry-faces-crossroads-slowing-production-and-shifting-trends-52439.htm">Read: Entertainment industry faces crossroads: Slowing production and shifting trends</a>

Over 25% audience of Indian titles on Prime Video comes from outside India: Sonal Kabi

The regional content space in India is growing at an impressive rate. There are several examples of successful vernacular ventures in the country as well. While many have looked to the West for inspiration, regional OTT players believe there is much more to learn from Korea than from Hollywood.

Speaking at the India Digital Summit, Ajit Thakur, co-founder of Aha, a regional OTT platform serving the Tamil and Telugu-speaking diaspora, shared his thoughts on this, saying that Korea has more to offer than Hollywood.

“It has a lot to do with the kind of distribution, marketing, and the single-minded love for fantasy they have in any genre, that their content is so successfully distributed globally. Today, Korean studios are making some of the biggest Hollywood shows that are an adaptation of Korean shows,” Thakur said. While regional content has gained a strong following within India, it has yet to make a significant impact on the global stage.

When asked if Indian languages could follow the global success of Korean or Japanese content, Vinay Singhal, CEO of STAGE Technologies, said, “It has started happening within our subcontinent. One of our Haryanvi films garnered a massive audience across India, from Lucknow and Patna to the far east in Nagaland.

This success sparked a belief that one day, any content in Haryanvi, Rajasthani, or any regional language, can achieve international recognition, like at the Oscars." STAGE is an OTT platform offering content in Haryanvi and Rajasthani languages.

Another key to success for vernacular ventures, as discussed during the session, is owning the technology. Soumya Mukherjee, CEO of Hoichoi, a Bengali-based OTT platform, shared how they are now developing their own technology as part of their growth. “We’ve begun developing our own front-end applications and are on the verge of launching our own back-end systems. This will give us complete end-to-end control over our platform,” Mukherjee said.

Vinay Singhal also commented, “I believe there’s immense value in owning your own technology. This goes beyond cost savings. It provides unparalleled control over marketing, experimentation, and customer acquisition funnels, which ultimately outweighs any initial investment. In our case, owning our technology significantly improved our marketing efficiency and helped us address the challenge of high customer acquisition costs. I believe this strategy should be considered by all companies.”

Changes Needed
On the topic of bringing regional OTTs into the mainstream, Thakur believes that the platforms need to become “a lot more interactive” to keep the younger generation engaged. He also stressed the importance of making the apps much lighter. Thakur suggested that a more intuitive recommendation engine could further enhance the experience for users of regional OTT platforms.

Korea teaches us more than Hollywood: Aha co-founder at India Digital Summit

At the India Digital Summit (IDS), organized in collaboration with the Ministry of Electronics and Information Technology (MeitY), Government of India, and the Ministry of Information and Broadcasting, with support from Digital India and Skill India, Kiran Mani, CEO, Digital, JioStar discusses steering the next chapter of entertainment in India.

Mani, who moved back to India after stints with global tech companies, came back with a hunch, believing that India had probably hit its tipping point in terms of technological significance, consumption patterns, and even economic growth.

“That was the assumption I made, but what I have witnessed in the last 12 months has exceeded my expectations by a margin I couldn’t have imagined. It’s been an exciting ride! I believe the underlying reasons for much of our success are tied to India’s incredible pace of growth.”

Mani grew up in an India that was always described as a “promise waiting to happen.”

“That promise has materialized now, and we’re living it. For those of you connected to the media and entertainment industry, the numbers are staggering. India today is truly a billion-screen connected audience—across small and large screens. The content explosion in India spans sports, entertainment, short-form creators, gaming—every segment of content is thriving. Venture capitalists are present in nearly every part of this ecosystem, which is a testament to the growth we’re experiencing.”

For Mani, the most exciting part is the role technology plays in not just bringing content together but also enabling users to interact with it in unprecedented ways. Many of our successes stem from these trends, he states.

Digital has finally become the largest segment of the Indian media sector. It overtook TV in 2024 to claim the number one spot. There are 325 million households in India, yet the number of households paying for digital content is still below 15 million.
Mani addresses the above and explains if digital will ever become a mass product, or if SVOD (Subscription Video on Demand) will remain limited, far behind TV penetration.

“Digital viewership has undoubtedly exploded. For those of us who’ve been around in the old TV or network industry, it’s traditionally been a 100-150 million household penetration market. TV still holds relevance, and we’re proud of our portfolio of channels that cater to this audience. However, the key aspect of digital is its addictive nature. Last year, the IPL alone saw 600 million viewers on the platform.”

What excites Mani most is the emergence of viewers from Tier 2 and Tier 3 towns. These are audiences accessing content for the first time via affordable devices priced at less than Rs 5,000. “We live-stream cricket on JioCinema, and 6 million viewers, who were previously content-dark, joined the platform.”

OTT platforms are unlocking a new content segment—both in terms of depth and reach.

“Regarding subscriptions, the industry must establish a sustainable economic model. Advertising alone cannot support premium content or great storytelling. Subscriptions haven’t even scratched the surface in India,” he states.

“Of the 700 million OTT viewership base, subscriptions account for 60-70 million. The challenge lies in creating relevance and addressing issues like payment gateways, which in India are built for transactions, not mandates.”

“To summarize, we need to unlock better economic models while ensuring sustainability for everyone in the ecosystem,” he asserts.
The digital ad market in India is now valued at $9 billion.

Mani says, “Advertising is about reaching consumers and delivering value to advertisers. Our role is to ensure advertisers see impactful returns. India’s advertising market will grow because the middle-class consumer base is expanding. However, the current market still operates with archaic practices, like one-size-fits-all models.”

“At our platforms, we’re focused on combining the heart of storytelling with the science of data-driven advertising. Performance marketing has its place, but overstated claims undermine its credibility. Informed, targeted, and outcome-driven marketing is where the real opportunity lies.”

Focused on combining heart of storytelling with science of data-driven advertising: Kiran Mani, JioStar

With the growing chaos surrounding the idea of content regulation on OTT platforms, top schools in India are now considering adequate measures to control "vulgar and sensitive" content on streaming platforms. On November 20, the Parliamentary Standing Committee on Communications and Information Technology met with multiple stakeholders to discuss concerns about the vulgarity of content streamed on OTT platforms.

A research report by Local Circles revealed that 1 in 2 urban Indian parents say their children are addicted to social media, OTT platforms, and online gaming, leading to aggression, impatience, and lethargy. The report also states that 47% of urban Indian parents say their children spend an average of three or more hours daily on social media, videos/OTT platforms, and online games. Additionally, many parents have demanded that the government implement mandatory parental consent through Aadhaar authentication for children under 18 when joining such platforms.

Menika Anand, Senior Section Incharge at GD Goenka Public School, Vasant Kunj, New Delhi, emphasized the undeniable impact of OTT content on today’s youth. She said, “The rise in dopamine levels and addiction to the content offered by these platforms is a growing concern. Many students are increasingly affected, as neither they nor their parents know where to draw the line regarding what—and how much—they should consume. The situation calls for greater awareness and a balanced approach to mitigate the impact on impressionable minds.”

In response, many schools are conducting regular workshops on digital literacy to educate students about safe online practices and the potential risks of inappropriate content.

Dr. Manisha Sharma, Principal of Venkateshwar International School, Dwarka, a leading school in Delhi NCR, stated, “Streaming platforms have a significant influence on students as they often mimic what they see and integrate it into their daily lives. While some age-appropriate content promotes creativity and learning, unchecked exposure to inappropriate material can impact behavior and values.”

To combat this, several top schools are organizing parental seminars to raise awareness about monitoring tools and restrictions. Teachers are also integrating engaging educational content into the curriculum to discourage students from accessing unsuitable streaming material.

Lina Ashar, Founder of Dreamtime Learning and Founder Emeritus of Billabong High and Kangaroo Kids, remarked, “While government regulation may seem like a straightforward solution, its efficacy is questionable. For example, the government of India has banned alcohol in Gujarat, but it remains widely available and consumed. Similarly, regulations on OTT platforms can easily be circumvented through VPNs and other methods. Instead, the focus should be on empowering students to critically assess the pros and pitfalls of OTT platforms.”

Regulate Content

To mitigate exposure to adult OTT content, many schools have implemented strict monitoring of online activities. They are also educating students and parents on digital literacy and promoting alternative, wholesome content on OTT platforms. Schools are adopting tech tools and apps to discourage teachers from recommending YouTube for revising classroom content.

Harish Sanduja, Director of Schools and IT at Seth Anandram Jaipuria Group of Educational Institutions, said, “The government should regulate content on OTT platforms. Regulating content is a complex and sensitive issue that requires careful thought. It can help ensure that content is appropriate, protects minors, and prevents harmful material such as hate speech or misinformation. Regulation can also encourage cultural sensitivity and align with societal values.”

Naman Jain, Vice Chairman of Silverline Prestige School, Ghaziabad, added, “Government regulation of OTT platforms should primarily focus on child-specific content to ensure age-appropriate and timely release of material available to children.”

It should be noted that earlier in March, the Ministry of Information and Broadcasting blocked 18 OTT platforms for publishing obscene, vulgar, and in some cases, pornographic content. The banned platforms included Neufliks, X Prime, Besharams, Mood X, and Prime Play. Additionally, the government disabled public access to 19 websites, 10 apps (7 on Google Play Store and 3 on Apple App Store), and 57 social media accounts linked to these platforms.

Abhishek Mohan Gupta, Founder and President of the Board of Management at Shrewsbury International School India, commented, “Having a formal regulatory framework would make OTT platforms more accountable for what they produce and stream. They will take their role seriously and be more responsible in curating content, thereby easing the race to capture the market. This will also foster fairer competition among platforms and result in healthier, organic choices for consumers.”

Moreover, multiple OTT platforms are making conscious strides to ensure the offerings are suitable for all age groups, promoting responsible entertainment. From Zee5 transitioning to become a wholly family-oriented OTT platform, to the likes of Sony LIV and hoichoi increasing their investments in slice-of-life and family friendly programming. 

Kanak Gupta, Group Director, Seth M.R. Jaipuria Schools with an interesting take on government regulation for OTT content, said, "Government regulation plays a critical role, but it cannot be the sole solution. Past experiences, like Doordarshan's late-night movies attracting curious young viewers, show the allure of the forbidden. The real challenge lies in building a shared ecosystem where policymakers, platforms, schools, and families work together to create a balanced and safe digital environment."

OTT platforms have argued that they already operate under self-regulation, with strict parental control measures and content designed to adhere to established standards. They claim additional regulations would complicate business operations and hinder the sector’s growth.

India's top schools spur debate over OTT censorship, seek regulation

The Parliamentary Standing Committee convened with three industry organizations on Friday, December 20, to discuss vulgar content available on streaming platforms. The committee firmly instructed the industry bodies to address obscene content on OTT platforms, warning that the government would bring new laws to regulate such content if necessary.

The committee invited three industry organizations: the Central Board of Film Certification (CBFC), the Indian Motion Picture Producers' Association (IMPPA), and the Motion Picture Association (MPA).

The meeting, chaired by MP Nishikant Dubey, was attended by Members of Parliament Priyanka Chaturvedi, S. Niranjan Reddy, Karthikeya Sharma and others. Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting; Prasoon Joshi, Chairperson of the CBFC; Uday Singh, Managing Director of the MPA; and Abhay Sinha, President of the IMPPA, spoke at length about tackling vulgarity in content.

<a href="https://www.storyboard18.com/digital/exclusive-parliamentary-committee-mib-meet-stakeholders-discuss-vulgarity-in-ott-content-51193.htm">Read more: EXCLUSIVE: Parliamentary Committee, MIB meet stakeholders; discuss vulgarity in OTT content</a>

Abhay Sinha from the IMPPA emphasized the importance and reliability of self-regulation for content creators in the OTT space, while Uday Singh of the MPA cited adherence to global standards of regulation.

Abhay Sinha of the IMPPA stated, "We have clearly communicated our stance on the issue to the committee. We will be organizing a meeting with all stakeholders in the second week of January to discuss the matter in greater detail and seek a solution to the issue raised by the government."

A source present during the meeting said, "We will engage with content creators to find a resolution. Committee members highlighted multiple instances of obscene content on OTT platforms and warned that if content creators fail to self-regulate, the government will introduce new laws to regulate OTT platforms."

The committee will again meet stakeholders to discuss the issue further. However, it is not yet clear if the Parliamentary Committee is set to also meet OTT players and their representation bodies. An OTT player on condition of anonymity said, "The Parliamentary committee should have heard to OTT players and their representation bodies. We already operate under self-regulation, with strict parental control measures." 

Recently, Mumbai Police had filed a case against Balaji Telefilms Limited, Ekta Kapoor and her mother Shobha Kapoor at MHB police station in Mumbai under section 295-A of IPC, IT Act and sections 13 and 15 of POCSO Act. The case was filed for allegedly showing obscene scenes involving minor girls in an episode of one of their OTT show Gandi Baat on ALT Balaji. 

In 2022, the Supreme Court had also slammed producer Ekta Kapoor for "objectionable content" in her web series 'XXX' and remarked that she was polluting the minds of the younger generation of India. The court made these sharp remarks while hearing her petition challenging the arrest warrant issued against the producer for allegedly insulting soldiers and hurting their families in a web series that aired on her OTT platform ALT Balaji.

Earlier in March, the Ministry of Information and Broadcasting blocked 18 OTT platforms for publishing obscene, vulgar, and in some cases, pornographic content. The banned platforms included Neufliks, X Prime, Besharams, Mood X, and Prime Play. Additionally, the government disabled public access to 19 websites, 10 apps (7 on Google Play Store and 3 on Apple App Store), and 57 social media accounts linked to these platforms.

Storyboard18 had earlier reported that OTT platforms strongly opposed content censorship, arguing that new regulations in this rapidly growing sector could impede progress and discourage investment.

An OTT platform representative, speaking anonymously, stated, "Regulations designed for traditional media cannot be applied to OTT, which is a modern, online curated content medium. Investments in original local content have grown significantly, with over 50% of entertainment spending directed toward pay TV, excluding movies and sports."

OTT platforms have argued that they already operate under self-regulation, with strict parental control measures and content designed to adhere to established standards. They claim additional regulations would complicate business operations and hinder the sector’s growth.

EXCLUSIVE: Control 'vulgarity' on OTT or we will bring a new law, Govt tells industry bodies

By Gowree Gokhale


I am deeply perturbed by the November 26, 2024 advisory issued by the Ministry of Information and Broadcasting regarding the depiction of drug consumption in content on curated content platforms. In response to such advisories, the usual arguments concerning freedom of speech, creative freedom, and other similar concerns will inevitably be raised. I will leave it to others to advocate these points. Instead, I will focus on the inherent legal flaws in this advisory.


Firstly, the advisory relies on the Code of Ethics under the Part III of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 (IT Rules), issued under the Information Technology Act, 2000, was challenged before various High Courts on multiple grounds. The Honourable Bombay High Court, in its judgment, stayed the operation of Rules 9(1) and 9(3), which mandate compliance with the Code of Ethics. Subsequently, following an order by the Supreme Court, all challenges to the IT Rules were consolidated and transferred to the Honourable Delhi High Court, where the matters are currently pending. Given that the relevant Rules are under challenge and have been stayed, it seems inappropriate to issue an advisory that relies on these stayed provisions and further seeks to take action based on them.


Secondly, the Code of Ethics does not prohibit nor specifically addresses the manner of depicting drug use. It merely requires a higher age rating for such content, and rightly so. The advisory seeks to amend the Code of Ethics by directing how drug use should be depicted. The IT Rules were framed by MeitY and MIB in 2021 after public consultation. An advisory cannot bypass the due process required for amendments, that too without any industry consultation. Moreover, it employs vague expressions like “fashionable” or “acceptable”, which are open to broad interpretation. It is also worth noting that there are several other vague expressions and provisions in the Code of Ethics.


Read More: <a href="https://www.storyboard18.com/digital/exclusive-parliamentary-committee-mib-meet-stakeholders-discuss-vulgarity-in-ott-content-51193.htm">EXCLUSIVE: Parliamentary Committee, MIB meet stakeholders; discuss vulgarity in OTT content</a>


Thirdly, it is absurd to suggest that anyone who depicts drug use in entertainment content is ‘abetting’ the offence of drug sale or consumption under the Narcotic Drugs and Psychotropic Substances Act, 1985 (NDPS Act). I do not even need to reference court precedents on this; it is simply common sense. Can we say that a producer who has never met or connected with a drug dealer is abetting the commission of an offence by them? The entertainment industry already faces criminal cases against executives based on flimsy grounds. This advisory may lead to even more legal trouble for the industry.


Fourthly, the advisory concludes by stating that the industry is invited to comply “voluntarily”, but if it does not, it may face consequences under the IT Rules or the NDPS Act. Such an ‘advisory’, which seeks to have the effect of law, is clearly outside the bounds of the rule of law.


Read More: <a href="https://www.storyboard18.com/digital/parliamentary-committees-ott-meet-stakeholders-to-discuss-censorship-at-2pm-51115.htm">Parliamentary Committee's OTT Meet: Stakeholders to discuss 'censorship' today</a> 


The advisory suggests that the OTT industry produce educational documentaries. While the government may certainly request various industries to assist in public awareness campaigns, and industries, as responsible corporate citizens, should help where they can, the tone of the advisory suggests that failure to comply may result in punitive measures.


It has become fashionable to blame the entertainment industry for societal vices. However, there is no empirical evidence to support the claim that viewing content leads to the consumption of tobacco, alcohol, or drugs.


Read More: <a href="https://www.storyboard18.com/how-it-works/regulating-otts-comes-under-preview-of-ib-ministry-says-jyotiraditya-scindia-50909.htm">Regulating OTTs comes under purview of I&B ministry, says Jyotiraditya Scindia</a> 


While it is important to address the very real issue of drug abuse in society, the approach taken in this advisory is flawed both legally and practically. The reliance on stayed rules, the attempt to amend the Code of Ethics through an advisory, and the vague language all raise serious concerns. The entertainment industry should not be unfairly burdened with the responsibility of controlling drug abuse, especially when there is no clear link between content depiction and actual drug consumption. It is crucial for the government to focus on more effective and evidence-based solutions, rather than creating an environment of fear and uncertainty within the creative industry.


Gowree Gokhale is an independent legal counsel and advisor

OTT Regulation: Understanding the drug depiction advisory through a legal lens

The Parliamentary Standing Committee on Communications and Information Technology convened at 3 PM today to engage with multiple stakeholders on the regulation of content on OTT platforms. The committee deliberated on concerns regarding the vulgarity of content streamed on these platforms. Industry bodies will now meet OTT platforms responsible in creating content to address the issues raised by the government.

The committee invited three industry organizations—the Central Board of Film Certification (CBFC), the Indian Motion Picture Producers' Association (IMPPA), and the Motion Picture Association (MPA)—to discuss challenges related to OTT content. The committee plans to reconvene for further discussions and to seek solutions from stakeholders.

The meeting was chaired by Nishikant Dubey, with presence of other included Members of Parliament Priyanka Chaturvedi, S. Niranjan Reddy, and Karthikeya Sharma, in attendance. Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting; Prasoon Joshi, Chairperson of the CBFC; Uday Singh, Managing Director of the MPA; and Abhay Sinha, President of the IMPPA, spoke extensively about addressing vulgarity in content. The two hour long meeting started at 3pm. 

An industry representative present at the meeting, speaking on condition of anonymity, remarked, "The committee raised an important issue about vulgar content on OTT platforms. We will engage with content creators across all platforms to discuss and find a solution."

The representative further added, "Involving OTT platforms is essential to effectively manage and control vulgar content. The committee also highlighted that 18 OTT platforms were banned in 2024 due to explicit content. The government is pretty serious to address the issue of vulgar content available on OTT platforms. We will meet the OTT platforms and discuss the issue and suggest a solution to the committee."

Earlier in March, the Ministry of Information and Broadcasting blocked 18 OTT platforms for publishing obscene, vulgar, and in some cases, pornographic content. The banned platforms included Neufliks, X Prime, Besharams, Mood X, and Prime Play. Additionally, the government disabled public access to 19 websites, 10 apps (7 on Google Play Store and 3 on Apple App Store), and 57 social media accounts linked to these platforms.

Storyboard18 had earlier reported that OTT platforms strongly opposed content censorship, arguing that new regulations in this rapidly growing sector could impede progress and discourage investment.

An OTT platform representative, speaking anonymously, stated, "Regulations designed for traditional media cannot be applied to OTT, which is a modern, online curated content medium. Investments in original local content have grown significantly, with over 50% of entertainment spending directed toward pay TV, excluding movies and sports."

OTT platforms have argued that they already operate under self-regulation, with strict parental control measures and content designed to adhere to established standards. They claim additional regulations would complicate business operations and hinder the sector’s growth.

EXCLUSIVE: Parliamentary Committee, MIB meet stakeholders; discuss vulgarity in OTT content

The Parliamentary Standing Committee on Communications and Information Technology will meet multiple stakeholders at 2pm today to discuss OTT platform's content regulation. The Parliamentary committee has invited three industry bodies—the Central Board of Film Certification (CBFC), the Indian Motion Picture Producers' Association (IMPPA), and the Motion Picture Association (MPA)—to discuss issues surrounding OTT content.

The committee, chaired by Lok Sabha member Nishikant Dubey, is set to deliberate on the topic, "Emergence of OTT Platforms and Related Issues," on November 20. Sources familiar with the matter have expressed concerns about the government’s stance on regulating OTT content. However, OTT platforms have not been invited to share their perspectives on content censorship.

Ashwini Vaishnaw, Minister for Information and Broadcasting on OTT content had said, “The cultural sensitivities of India vastly differ from those of the regions where these platforms were created. This makes it imperative for India to make existing laws more stricter and he urged everyone to come to a consensus on this matter.

The Minister had also urged the Parliamentary Standing Committee to take up this important matter issue as a priority. “There should be societal consensus on it, along with stricter laws to address this challenge” he said.

OTT platforms have strongly opposed content censorship, arguing that new regulations in this rapidly growing sector could hinder progress and deter investment. An OTT platform representative, speaking anonymously, commented, “Regulations designed for traditional media cannot be applied to OTT, which is a new-age, online curated content medium. Investments in local original content have grown exponentially, with over 50% of entertainment spending going toward pay TV, excluding movies and sports.”

The stakeholders also noted that telecom operators have greatly benefited from the industry, as OTT content drives over 70% of data traffic. OTT platforms emphasize that their content is accessed by subscriber choice, unlike broadcast content, which is actively pushed to audiences.

According to VODLIX report, globally, the OTT market is on a steep upward trajectory. By 2027, OTT earnings are expected to exceed $476 billion. The U.S. is leading this charge with projected revenues reaching $126.5 billion in 2023 alone. Meanwhile, India's OTT market is set to grow from $3.67 billion in 2023 to $5.25 billion by 2027, underscoring the global appeal and expansion of OTT services.

Another OTT player noted that government is deliberately trying to regulate OTT platforms which is still in its nascent stage. “The government’s aspiration to become a global leader could be undermined by such regressive policies. OTT platforms are key vehicles for promoting Indian culture and creativity on global stages.”

A spokesperson for an OTT platform added, “OTT platforms are already self-regulated, with strict parental control guidelines and content tailored to meet these standards. Additional regulations would complicate business operations and hinder the sector’s growth.”

The Indian government has banned as many as 18 OTT services or platform in 2024, for publishing content that was obscene, vulgar and pornographic, according to Minister of State for Information & Broadcasting, L Murugan.

In March this year, the Ministry of Information & Broadcasting (I&B) had blocked 18 OTT platforms publishing obscene, vulgar, and, in some instances, pornographic content. The list included Neufliks, X Prime, Besharams, Mood X and Prime Play. The government had also disabled public access to 19 websites, 10 apps (7 on Google Play Store, 3 on Apple App Store), and 57 social media accounts associated with these platforms.

Parliamentary Committee's OTT Meet: Stakeholders to discuss 'censorship' today

The Indian government has banned as many as 18 OTT services or platform in 2024, for publishing content that was obscene, vulgar and pornographic, according to Minister of State for Information & Broadcasting, L Murugan.

In March this year, the Ministry of Information & Broadcasting (I&B) had blocked 18 OTT platforms publishing obscene, vulgar, and, in some instances, pornographic content. The list included Neufliks, X Prime, Besharams, Mood X and Prime Play. The government had also disabled public access to 19 websites, 10 apps (7 on Google Play Store, 3 on Apple App Store), and 57 social media accounts associated with these platforms.

As per a PTI report, in a reply to a question by Shiv Sena-UBT member Anil Desai, Murugan said in parliament on December 18, the IT Rules of 2021 cast specific due diligence obligations on intermediaries to make reasonable efforts by themselves against displaying or spreading obscene or pornographic content.

<a href="https://www.storyboard18.com/digital/mib-issues-advisory-to-ott-platforms-crackdown-on-glamorization-of-drug-use-50608.htm">Read more: MIB issues advisory to OTT platforms: Crackdown on glamorization of drug use</a>

Murugan added that the IT Rules “provide for a Code of Ethics for publishers of news and current affairs on digital media and publishers of online curated content (OTT platforms)”.

“The Ministry of Information and Broadcasting has taken action in coordination with various intermediaries, and blocked 18 OTT platforms on 14th March, 2024 for publishing obscene, vulgar, and, in some instances, pornographic content under these provisions,” he added. 

<a href="https://www.storyboard18.com/ott-news/ott-platforms-blocked-by-govt-neufliks-x-prime-besharams-mood-x-prime-play-what-are-they-26425.htm">Read more: OTT platforms blocked by govt: Neufliks, X Prime, Besharams, Mood X, Prime Play - what are they?</a>

In advertising

The MIB addressed 73 complaints in last three years related to the transmission of obscene, indecent and vulgar advertisements on television, Murugan informed the Rajya Sabha on Friday, December 6.

According to the Advertising Code prescribed under Rule 7 of the rules requires “indecent, vulgar, suggestive, repulsive or offensive themes or treatment” to be “avoided” in TV ads.

In 2017, the MIB, in an advisory, had instructed TV channels to not air ads selling and promoting condoms between 6 am and 10 pm, as the ads were “alleged to be indecent, especially for children”.

According to the 2023-24 annual report of the Advertising Standards Council of India, a self-regulatory body, the rate of voluntary compliance in print and on TV was 97%, compared to an overall compliance rate of 80% and a 75% compliance rate of digital ads.

In a written reply in the Rajya Sabha, MoS L Murugan said the complaints were "suitably" addressed by a three-level grievance redress system.

Murugan said the mechanism, established under the Cable Television Networks (Amendment) Rules, includes self-regulation by broadcasters, self-regulation by self-regulating bodies of the broadcasters, and an oversight mechanism of the central government.

The minister said appropriate action is taken wherever violation of the Advertising Code is found by the issuance of "advisories, warnings, 'Apology Scroll' orders, and off-air orders."

In reply to a separate question, Murugan said OTT platforms are required to adhere to the Code of Ethics under Part-III of the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.

"These codes are self-regulatory in nature," the minister said.

Murugan said these Codes of Ethics require the publishers not to transmit any content which is prohibited by law and to undertake age-based self-classification of content into five categories, based on general guidelines provided in the Rules.

The guidelines provide that while undertaking such self-classification, the context of the period depicted in such content and the contemporary standards of the country and people to which such content relates are to be kept in mind, he said.

Murugan said the Code also provides that the OTT platforms will put in place adequate safeguards for restricting age-appropriate content for children.

<a href="https://www.storyboard18.com/how-it-works/govt-working-on-new-broadcast-policy-to-regulate-otts-45896.htm">Read more: Govt working on new broadcast policy to regulate OTTs</a>