Video streaming platforms called OTT channels would soon have to comply with the content guidelines by the government. In 2020 September, there was a proposal of self-regulation code by the Internet and Mobile Association of India (IAMAI) but it was rejected by the I & B Ministry. It was signed by major OTT players including Amazon Prime. The main ground of rejection was the lack of complaint redresssal system and the absence of third party monitoring mechanism.

Previously, in January 2019, the industry had released a self-regulation code for online curated content providers. Some OTT players signed the code but Amazon Prime did not.

Thus the consultations are in progress since 2019. The industry bodies are again working out on another document for submission to I&B ministry. There is no say given to the users of the OTT channels.

It is to be decided what penalty should be imposed on a member if there is violation of the code. And then if there is repeated violation, whether membership can be revoked.

I&B Ministry as the nodal ministry, is now working on specific legislative changes in consultation with the officials of the three concerned ministries. Previously, the Ministry of Defence, has made it compulsory to get an NOC before putting any content on air regarding the armed forces.

There are many OTT channels. There are some fly-by-night operators. The Ministry is examining the codes in other countries of the world.