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Everyone’s responsibility to ensure self-classification under Digital Media Ethics Code happens in right spirit: I&B Joint Secretary Vikram Sahay

Speaking at Pixels, he stated that the digital entertainment industry has witnessed phenomenal growth and has been a source of direct and indirect employment for many people in the country

Vikram Sahay

Everyone in the digital entertainment sector should ensure that self-classification happens in the right spirit under the Digital Media Ethics Code, said Vikram Sahay, Joint Secretary, Ministry of Information and Broadcasting (I&B Ministry).

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He also said that the industry has witnessed phenomenal growth and has been a source of direct and indirect employment for many people in the country.

“Consumers are curious whether the self-classification rule will be able to maintain the level of seriousness and discipline in content creation. We are of the view that the content creators and producers are mature enough and have accepted it in the right spirit. It is now the responsibility of everyone in the industry to ensure this self-classification happens in letter and spirit. There should not be any cause of grievances on account of the fact that it is self-classification rather than pre-certification,” Sahay said during his speech at Pixels, the digital entertainment conference organised by Internet and Mobile Association of India (IAMAI).

The virtual conference Pixels is held to discuss the business and technology side of the digital entertainment sector with respect to OTT platforms, production houses and content distributors. The summit addresses the challenges in creating and monetising quality video content and explores how to encourage creativity and diversity in a responsible way. 

The Joint Secretary in the I&B Ministry further said that they have been holding consultations with IAMAI in the area of content regulation and praised it for playing “a very important role in putting all the OTT players together and trying to develop a commonality of ideas and interests and that has helped us in trying to come out with Digital Media Ethics Code.”

The Digital Media Ethics Code was notified in the month of February 2021. The rules prescribed a framework to empower consumers to make informed viewing choices and also put in place a tiered grievance redressal mechanism.

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