MIB urged to implement unified content rating system across digital platforms

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

The suggestion emerged during a roundtable chaired by Ashwini Vaishnaw, Minister for Information and Broadcasting, where industry stakeholders highlighted the necessity of such a rating system.

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

Industry stakeholders have recommended the implementation of a unified content rating system to provide standardised, transparent, and reliable performance metrics across digital platforms. This system would boost advertiser confidence and aid content creators and distributors in making informed decisions.

Bharat Gupta, CEO of Jagran New Media emphasised the need to incentivise MSMEs to advertise digitally focusing on inclusivity across various languages.

During the roundtable, members of the Film Producers Association and other industry representatives raised several issues affecting the film industry. One major concern is the rationalisation of Virtual Print Fee (VPF) costs.

Ashoke Pandit, President of the Indian Film and Television Directors Association pointed out that producers bear the cost of VPF to display films using digital projectors from service providers partnered with theater chains. He noted that producers are struggling due to the 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 suggested that the National Film Development Corporation (NFDC), known for nurturing great filmmakers, should include representatives from the industry and have production facilitators to better serve the filmmaking community.

Blaise J. Fernandes, President & CEO of the Indian Music Industry highlighted that in India, 90 per cent of music consumption is film-based. Despite being one of the world’s largest consumers of music content, the sector remains largely informal and unorganised, facing challenges due to piracy.

Despite the introduction of copyright laws in India, there are still numerous cases of copyright infringement, particularly in the music industry. Industry members have urged the government to take action to combat music piracy in India.

They also pointed out that international music concerts generate $31 billion in ticket sales. To tap into this potential, industry members recommended converting sports arenas into multiplex-style venues for concerts in India, which could generate revenue. BW Marketing World