I&B Ministry
Contribution of filmmakers from north east appreciated globally: Julka
NEW DELHI: Information and Broadcasting secretary Bimal Julka has lauded the role played by cinema in the cultural integration of the country with the north-eastern states and said it is the rich cultural legacy of the north east cinema from renowned film personalities which creatively impact the young minds of the country.
Tracing the journey of films from the region, Julka said story lines, professional and technological expertise of the industry of films from the region have been appreciated at the global stage.
Speaking at the closing ceremony of the north east film festival fragrances, Julka said the participation of stakeholders associated with the film industry was critical. He invited suggestions from the people for the approach, methodology and philosophy regarding the future roadmap of convening such festivals.
Appreciating the efforts and initiative of the I&B Ministry, Meghalaya Governor K K Paul said it is the fragrances from north east which brought the diverse culture of the region to the centre stage. Dr Paul added that the perceived gaps among the cultures could be filled with the appropriate and positive messaging from radio, TV and films.
The three-day long film festival concluded with the screening of Pradip Kurbah’s film RI. The screening of the closing film was preceded by a cultural event that saw classical pianist Nise Meruno’s performance and rendition of Naga folk-based choir by ‘Nagaland Singing Ambassadors’.
I&B Ministry
MeitY proposes continuous labelling for AI-generated content
Draft IT Rules amendments mandate visible labels, feedback open till May 7, 2026
MUMBAI: If AI is blurring the line between real and rendered, the government wants the label to do the talking non-stop. The Ministry of Electronics and Information Technology has proposed tighter disclosure norms for AI-generated content, signalling a sharper regulatory push on transparency across digital platforms.
Under draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, the Ministry has moved to strengthen how such content is identified. The key shift lies in Rule 3, sub-rule (3), clause (a), sub-clause (ii), where the earlier requirement of “prominent visibility” is being replaced with a stricter mandate labels must now remain “continuous and clearly visible” for the entire duration of the content.
In simple terms, no more blink-and-miss disclaimers. If content is AI-generated, the label must stay on screen, start to finish.
The Ministry has also extended the deadline for stakeholder feedback on the proposed changes to May 7, 2026, widening the consultation window as it seeks industry and public input. The move follows earlier consultation papers released on March 30 and April 10, which addressed intermediary compliance and digital media oversight in light of existing advisories and directions.
Alongside the amendments, the government has released multiple documents, including draft rules covering intermediary obligations, artificially generated information and digital media governance, as well as a consolidated version of the IT Rules incorporating the proposed revisions.
The direction of travel is clear. As AI-generated content becomes more sophisticated and more difficult to distinguish from reality, the regulatory response is shifting from guidance to enforceable visibility.
For platforms and creators alike, the message is straightforward: if it’s generated, it must be declared and not just once, but all the way through.
