OTT platforms go ‘family-friendly’ as govt mulls OTT broadcast policy
Cautious about content, fearing political backlash and stricter oversight, OTT platforms are increasing investments in slice-of-life and family programming— promoting responsible entertainment.
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“Clean up or clear cut” — the Ministry of Information and Broadcasting (MIB) sent a clear message to the over-the-top (OTT) platforms when it recently shared its plans for a new broadcast policy for stricter content regulation and to address concerns about platforms not following self-regulatory practices.
Cautious about content, fearing political backlash and stricter oversight, which could impact their creative freedom and financial viability, many regional and national OTT platforms are increasingly stepping up as the family-friendly streaming platform of choice.
From Zee5 transitioning to become a wholly family-oriented OTT platform, to the likes of Sony LIV and hoichoi increasing their investments in slice-of-life and family programming, OTT platforms are making conscious strides to ensure the offerings are suitable for all age groups, promoting responsible entertainment.
“We pretty much removed any content that was not family-friendly and we do not want to produce everything that is not family-friendly. You can safely say that we soon will be fully a family-friendly OTT platform of choice,” Manish Kalra, chief business officer, Zee5 tells Storyboard18.
Currently, 65% of the platform’s viewership is in the genres of romance, comedy, and drama, while the rest is crime and thriller— and for both, the platform has made a concerted effort to ensure that most of the content is clean and family-friendly.
The family-oriented content is also appealing the advertisers today, Kalra adds.
“Advertisers want a family-safe environment. So, it is a win-win for both consumers as well as advertisers, and us too.”
The platform has also initiated certain self-regulation measures in terms of monitoring or publishing content.
Each piece of content on Zee5 comes with a rating. Additionally, during the making of a show, a clear brief is given to the creator that certain kinds of content are not allowed on the platform.
“Self-regulation is the best regulation and that's the perspective that we have taken. In fact, in a few of these meetings with the I&B Minister, I have suggested that we at Zee are not crossing that line,” Kalra shares.
Currently, OTT platforms are required to self-certify the content by classifying the content into categories, with regard to the context, theme, tone, impact and target audience of such content. The certification should be easily visible to users, along with relevant content descriptors sensitising viewers to the nature of the content.
OTT platforms are also required to have a robust grievance redressal mechanism and are required to comply with the code of ethics prescribed under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) 2021.
Sony LIV for its part, is committed to investing in family-oriented content that appeals to a diverse audience.
“Slice-of-life and family programming are among the most popular categories we focus on. Gullak has established itself as a standout franchise, resonating deeply with audiences and achieving ongoing success on Sony LIV. Additionally, we added titles like Family Aaj Kal, Raat Jawaan Hai, Lampan (Marathi Original), to our slate this year. We also have shows like Bada Naam Karenge by Sooraj Barjatya and Waking of a Nation by Ram Madhvani planned for drop soon,” shares Saugata Mukherjee, Head of Content- Sony LIV, Sony Pictures Networks India.
Platforms like Amazon Prime Video and Disney+ Hotstar are also rapidly expanding their family-friendly content lineups. Prime Video, for example, recently announced a series of original releases across languages to appeal to audiences of all ages, with shows like ‘Kevin James: Irregardless’, a family-oriented stand-up special, and Disney+ Hotstar has added family-centric and regional shows to reach diverse viewer segments.
The rise of family-oriented content among OTT platforms content also stems at a time when Prasar Bharati has announced to soon launch its own OTT platform that provides access to safe and clean content.
“Family-oriented content is relatively less prone to government action on account of obscenity, morality etc., and with that in mind, OTT platforms may amp up content in this genre. Of late, content in this genre is also in demand amongst viewers,” remarks Tanu Banerjee, Partner, Khaitan & Co.
OTTs Clean Up Act
It is to be noted that in March 2024, MIB issued orders to block access to 18 OTT platforms for publishing obscene, vulgar and pornographic content. These included platforms such as Voovi, Besharams, Dreams Films etc.
In November 2023, the MIB had ordered 3 such OTT platforms to take down the obscene content. However, repeated non-compliance and availability of content deemed obscene prompted the MIB to block the OTT platform itself, and not just the relevant content.
“MIB is empowered to issue orders blocking access to such content under the Information Technology Act 2000 if such content depicts sexually explicit material and/or children undertaking sexually explicit acts. However, OTT platforms can dispute such blocking orders on the grounds that the relevant content is not obscene/vulgar etc”, highlights Banerjee of Khaitan & Co.
The government is also in the process of introducing revised guidelines for content which could require OTT platforms to curb the use of profanities and blur explicit scenes.
Minister of State for Information and Broadcasting and Parliamentary Affairs, L Murugan, recently shared that the Union government is formulating a new broadcast policy following complaints that the OTT platforms are not adhering to self-regulatory practices.
The Ministry’s broad reach can halt streaming services, dismantling accounts and applications swiftly if they overstep.
“In today’s regulatory climate, even big players know that unchecked creativity has a cost,” notes Siddharth Chandrashekhar, Advocate & Panel Counsel, Bombay High Court.
The OTTs get a more than gentle nudge of family-friendly old-school values.
“Sensing the winds of regulation, OTTs have begun a calculated pivot towards family-oriented content. This pre-emptive move aims to appease government bodies as they hint at stricter oversight.”
“The entertainment industry's shift reflects an 'awareness' that family-friendly programming may serve as a shield, protecting them from the sword of censorship. For viewers, this shift might feel like a rerun of cable’s heyday, but for OTTs, it’s a survival Swiss knife,” he adds.
Rise of Connected TV
The expansion of connected TV (CTV) households is another major reason why OTT platforms are increasingly investing in family-oriented content, say industry observers.
According to a GroupM report, CTV households in India are expected to reach 45 million by the end of 2024. This is a significant increase from the 32 million households that owned CTVs in 2023.
“We recognise that a significant number of Indian households are single TV households transitioning from satellite TV to streaming. The expansion of CTV households has been massive over the last one year. We at Sony LIV have been committed to delivering family-oriented content that appeals to families from the very beginning of our originals journey,” shares Mukherjee of Sony LIV.
Hoichoi, which has only been focusing on creating more of family-oriented content over the last few years, plans to do at least 27 new original shows this year—out of which 25 shows would be in the family-oriented segment.
“While 25 to 35 years-old remains the core segment for us, we see a very strong growth in the over 40-plus segment as well. And in any calendar year, we are doing around 25 to 30 original shows and almost everything is created keeping the family audience in mind,” shares Soumya Mukherjee, COO, hoichoi.
“Almost 70% of our consumption happens on connected devices right now. Around 80% of Indian households are single TV households,” shares Kalra of Zee5.
“Many a time people have come and told us that they cannot watch content on OTT without the fear of what kind of scene will come next, if can watch it with my parents or kids? Therefore, we are investing in content (like OTT) that has good storytelling, great characters, and layered worlds but without throwing in profanity or intimacy or some scenes that will make them uncomfortable in a family scenario,” he adds.
In India, for OTTplay, watch time on the platform for devotional content (older audience in the family) grew by 50% and kids content grew by 2X in this FY from April to October leading to an overall increase in family-oriented content watch time, shares Avinash Mudaliar, co-founder and CEO, OTTplay.
“By making content accessible for all age groups and interests, OTT platforms are aligning themselves with the future of streaming in India; one that values diverse, inclusive content while meeting both audience expectations and conforming to the regulatory standards”
Mudaliar adds that the impending regulations (by the government) will likely encourage a shift towards creating more family-oriented and inclusive content, similar to what has been typically seen in television and film. This pivot will not only help platforms meet regulatory standards but will also resonate with a wider demographic across the country.
