iWorld
OTT platforms may soon adopt self-censorship
MUMBAI: Leading OTT players clearly don’t want the government interfering with their content or creating rules like broadcast. So, Netflix, Hotstar, Reliance Jio and some other streaming services may soon adopt a voluntary censorship code.
As part of the code, the platforms will remove content that has been banned by the courts and that disrespects the national flag, emblem, hurts religious sentiments or promotes violence or terrorism against the country, or even shows children in sexual acts. These are codes that even the broadcast industry follows.
Economic Times citing sources reported on the self-censorship initiative. However, tech companies including Amazon, Facebook and Google are unlikely to sign up for the code as this move of could set an example of how to regulate internet and meddle with creative freedom.
The code is likely to include a “redressal mechanism” allowing the users of the streaming platform to issue complain in case they think that the over-the-top (OTT) services have violated the code. Eventually, this mechanism may transform in an “adjudicatory body” that will resolve the complaints filed by the customers.
According to the report, ZEE5, Times Internet, Eros Now and AltBalaji are in favour of the code and the Internet and Mobile Association of India (IAMAI) is facilitating the process. It also added that the players who don’t think it as a very wise step opine it would lead to an unnecessarily nervous environment and validates the government’s point of view that the internet needs regulation.
Allegedly, the whole process has been opaque and closed-door while content creators have not been included in the discussions. The opposition group to the court also believes the process has been swayed by companies that want OTT companies to be at a more level playing field with broadcasters.
iWorld
Atrangii OTT partners with Amazon MX Player to expand global content reach
Deal brings originals and catalogue to Prime Video, widening audience access
MUMBAI: Atrangii OTT has entered into a strategic content partnership with Amazon MX Player, in a move designed to significantly expand the reach of its content across India and global markets.
As part of the agreement, Atrangii’s existing library along with select upcoming originals will also be made available on Amazon Prime Video, giving the platform access to a far wider audience base.
The partnership positions Amazon MX Player as a key hub for Atrangii’s content slate, which includes titles such as Koi Jaaye Toh Le Aaye, Shiddat, Marham, Khamosh Aahatein, and Kanpuriya. Known for its focus on thrillers, romance and unconventional narratives, Atrangii has been building a niche with bold, genre-driven storytelling.
Atrangii OTT CEO Avinash Dugar said, “We are delighted to partner with Amazon MX Player to bring Atrangii OTT’s storytelling to a much wider audience. This collaboration allows us to scale our creative ambitions while continuing to produce compelling originals.”
The move reflects a broader trend of OTT platforms leveraging partnerships to scale distribution without compromising on content identity. For Atrangii, it offers both visibility and scale, while for Amazon’s platforms, it strengthens content diversity.
With audiences now able to access Atrangii’s catalogue across multiple platforms, the partnership sets the stage for wider discovery and deeper engagement, as competition in the streaming space continues to intensify.
