I&B Ministry
Creators’ economy, a wonderful tool to showcase our rich cultural heritage and way of life: Ashwini Vaishnaw
Mumbai: Union minister of Information and Broadcasting (I&B), Ashwini Vaishnaw has launched 25 challenges as part of the ‘Create in India Challenge – Season 1’ for World Audio Visual & Entertainment Summit (WAVES). Speaking at the launch, Vaishnaw said that todays’ launch is a reflection of our growing and evolving economy. A totally new creators economy has been created and the same is also recognised by the prime minister of India as reflected in the first-ever National Creators Award presented by him in March 2024.
Growing creators economy: Opportunities, infrastructure, and job creation
While highlighting the immense potential in this economy, the union minister mentioned that the creators’ economy has become a wonderful tool to showcase our rich cultural heritage, way of life, yoga, traditional medicine system, and diversity in our cuisines. The Government of India is leaving no stone unturned to encourage this economy and therefore, we need to ensure the talent & skill development and availability of necessary infrastructure in this sector.
2️5️ Challenges for #WAVES under “Create in India Challenge – Season 1” launched by Union Minister @AshwiniVaishnaw
Creators’ economy, a wonderful tool to showcase our rich cultural heritage and way of life
Government working on establishing a world-class university and… pic.twitter.com/HCSIOtTBEP
— PIB India (@PIB_India) August 22, 2024
To further develop this creators’ economy, the government is focused on creating world-class talent development programs and infrastructure. There are plans to establish world-class universities and facilities that will enhance the capabilities of creators in media and entertainment, he added.
Harnessing new technologies in filmmaking: Job creation
Emphasising that filmmaking is one of our strengths, Vaishnaw mentioned that in today’s era there is a great scope of using new technology and tools in this sector thereby ensuring a good scope for employment generation. It is estimated that if successfully executed, the program can generate 2-3 lakh jobs in the sector.
Social Responsibility
At the same time, the union minister also reminded that citizens have to ensure that the society is not harmed in this journey and the responsibility lies not just with the government but also with society, industry and all of us.
To capitalise on the immense potential in this sector, WAVES is being organised and is set to emerge as a big phenomenon in future, he added.
Secretary, Ministry of I&B, Sanjay Jaju, additional secretary, ministry of I&B, Neerja Shekhar, director general, FICCI, Jyoti Vij, vice chairman, CII National Committee on Media & Entertainment, Biren Ghose were also among the dignitaries who attended the event.
‘Design in India, Design for the World’
While speaking at the occasion Sh. Sanjay Jaju mentioned that this initiative is a significant milestone in our ongoing mission to nurture and elevate India’s creative ecosystem. “It aligns seamlessly with our Prime Minister’s visionary call of ‘Design in India, Design for the World’ as articulated during his 78th Independence Day address.”, he added. Highlighting the immense potential and talent within our nation, he said that WAVES stands as a testament to this potential and will serve as a global platform where the brightest minds, most talented creators, and visionary leaders from around the world will converge to share knowledge, exchange ideas, and push the boundaries of creativity.
‘Create in India Challenge – Season 1’
These challenges, hosted by leading industry associations and organisations, cover a wide range of disciplines including animation, filmmaking, gaming, music, and visual arts. These challenges are being done in the run up to the main event.
List of ‘Create in India’ Challenges – Season 1
1. Anime Challenge by Media and Entertainment Association of India
2. Animation Filmmakers Competition by Dancing Atoms
3. Game Jam by India Game Developer Conference
4. Esports Tournament by Esports Federation of India
5. City Quest: Shades of Bharat by E-gaming Federation
6. Handheld Educational Video Game Development by Indian Digital Gaming Society
7. Comics Creator Championship by Indian Comics Association
8. Young Filmmakers Challenge by Federation of Indian Chambers of Commerce & Industry and Whistling Woods International
9. XR Creator Hackathon by Wavelaps and XDG
10. AI Film Making Competition by InVideo
11. WAVES Promo Video Challenge Indian Broadcasting & Digital Foundation
12. TruthTell Hackathon by India Cellular & Electronics Association
13. Community Radio Content Challenge by Community Radio Association
14. Theme Music Competition by Indian Music Industry
15. WAVES Hackathon: Adspend Optimizer by Advertising Agencies Association of India
16. WAVES AI Art Installation Challenge by Internet and Mobile Association of India
17. WAVES Explorer by Internet and Mobile Association of India
18. Reel Making Challenge by Internet and Mobile Association of India
19. Film Poster Making Competition National Film Archive of India – National Film Development Corporation
20. Virtual Influencer Creation Contest by AVTR meta labs
21. Battle of the Bands by Prasar Bharati
22. Symphony of India by Prasar Bharati
23. India: A Bird’s Eye View by Broadcast Engineering Consultants India Limited
24. Anti-Piracy Challenge by Confederation of Indian Industry
25. Trailer Making Competition by Federation of Indian Chambers of Commerce & Industry
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.
