Govt Ensures Creative Freedom While Enforcing OTT Regulation via IT Rules 2021

The Indian government has reiterated its strong commitment to protecting creative freedom while simultaneously enforcing responsible oversight of content streamed through OTT platforms. In a statement made in the Lok Sabha, Union Minister of Information and Broadcasting Shri Ashwini Vaishnaw outlined the government’s multi-pronged strategy on OTT regulation and AVGC-XR development, which balances freedom of expression with regulatory compliance and digital innovation.

According to the minister, the right to freedom of expression, including creative liberty, is protected under Article 19 of the Indian Constitution. However, to curb the negative effects of explicit or harmful content on digital streaming services, the Government notified the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 under the IT Act, 2000 on 25th February 2021.

OTT regulation and AVGC-XR development through IT Rules and structured oversight

The IT Rules, 2021—particularly Part III—outline a Code of Ethics for digital news publishers and OTT platforms. These platforms are now under strict legal obligation not to transmit content that violates any existing law. To implement this responsibly, the government has enforced a three-tier grievance redressal system:

• Level I: Self-regulation by the OTT publishers themselves
• Level II: Oversight by self-regulatory bodies formed by the publishers
• Level III: Final oversight mechanism governed by the Central Government

Complaints received under this framework are forwarded to the respective OTT platforms, and action is expected in line with the legal provisions. Notably, the government has already blocked 43 OTT platforms for streaming obscene content that violated these norms.

Govt empowers AVGC-XR sector through IICT and global partnerships

On the development front, the Government of India is making significant investments in the AVGC-XR sector, which includes Animation, Visual Effects, Gaming, Comics, and Extended Reality. Recognizing it as a key pillar of India’s creative economy, the government has implemented a long-term strategy via the National AVGC-XR Task Force, formed in April 2022.

A major highlight in this initiative is the launch of the Indian Institute of Creative Technologies (IICT), a premier institution modeled on IITs and IIMs but specifically designed for creative technologies. With an initial investment of ₹392.85 crore, IICT is expected to be a game-changer in global media and entertainment education.

Key highlights of IICT:

• Offers 17 specialized industry-ready courses in Gaming, Post Production, Animation, Comics, and XR
• Partnered with global tech giants like Google, Meta, NVIDIA, Apple, Microsoft, Adobe, and WPP through academic MoUs
• Focuses on upskilling both creative professionals and trainers with a forward-looking curriculum
• For full course details, prospective students and professionals can visit theiict.in

The recent World Audio Visual and Entertainment Summit (WAVES 2025), held in Mumbai from May 1–4, 2025, further highlighted India’s growing dominance in the global creative economy. With over 1 lakh registrations across 34 creative fields in the “Create in India Challenge,” the event connected emerging creators with mentors, investors, and industry experts.

The summit also featured:

• WAVES Bazaar for showcasing creative products
• WaveX Accelerator to help creators scale their projects
• Masterclasses on AI, digital storytelling, and immersive content creation

These initiatives position India as a rising global hub for next-generation storytelling and immersive technologies.

Govt messaging and media outreach

The Central Bureau of Communication (CBC) continues to play a vital role in delivering government messaging across print, radio, TV, digital, and outdoor media platforms. Detailed policy guidelines have been issued and are publicly available on the CBC portal cbcindia.gov.in. This ensures consistency and wide reach in all government communications and public service messaging.

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