I&B Ministry
MIB sets OTT accessibility rules, mandates captions and audio description
NEW DELHI: The government has asked OTT platforms to make their shows easier to watch and hear. A new set of accessibility guidelines from the Ministry of Information and Broadcasting requires streaming services to add features for viewers with hearing and visual impairments.
The move follows the Rights of Persons with Disabilities Act, 2016, and is meant to bring streaming closer to the promise of equal access. In simple terms, if a film or series is coming to an OTT platform, it should not arrive empty-handed. It should come with captions for those who cannot hear well and audio descriptions for those who cannot see clearly.
The guidelines ask platforms to provide at least one accessibility feature each for hearing-impaired and visually-impaired viewers. That could be closed captions, open captions, Indian Sign Language interpretation, or audio description. The aim is to make content understandable without turning the viewing experience into a technical chore.
There is, however, a long runway. Platforms have up to thirty six months from the date of the guidelines to ensure that all newly released content carries these accessibility features. Older titles in their libraries are not under strict timelines, but companies are encouraged to add features gradually.
The rules also go beyond the show itself. User interfaces, whether on mobile apps, smart TVs or websites, must be designed to work with assistive technologies. Accessibility labels such as CC for captions, AD for audio description and ISL for sign language must be displayed clearly so viewers know what to expect before pressing play.
Some content types get a free pass. Live events, music, podcasts, and short form content like ads are exempt because of practical challenges in real time captioning and description.
OTT publishers will also need to file accessibility conformance reports. The first report is due three years from now, followed by quarterly updates. Complaints from viewers will follow a three tier system, starting with the platform itself, moving to self-regulatory bodies, and finally reaching a government monitoring committee if needed.
For the streaming industry, the message is clear. Accessibility is no longer a nice extra tucked away in settings. It is fast becoming part of the main feature, and in a country where streaming audiences run into the hundreds of millions, that could make a very big difference to who gets to enjoy the show.
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.
