Among India’s many streaming platforms, Amazon Prime Video stood out in October 2023, not just for its content but for the sheer volume of grievances it received – a whopping 261! But here's the kicker: the platform efficiently resolved 248 of these. This update comes straight from the company’s disclosure under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.

What to know? Zooming in, only six of these complaints were about the Code of Ethics under the IT Rules. Amazon Prime agreed with two of these ethical complaints and took action. There's also word of ongoing compliance with an order from the Central Government.

Now, if we compare, Amazon Prime's numbers dwarf those of Netflix and Disney+Hotstar. Netflix received 45 grievances, and Disney+Hotstar just one in the same period. Amazon Prime also cleared up 19 pending issues from September.

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Here’s what the fuss is all about: The Code of Ethics mandates that online content must not violate laws, disrupt India's sovereignty, security, or public order, or feature sensitive racial or religious content. It also calls for age-appropriate content classification and accessible content for people with disabilities.

So, why does this matter? These grievance reports are a litmus test for the effectiveness of the IT Rules, 2021 in addressing user complaints swiftly and effectively. This is especially crucial given the Ministry of Information and Broadcasting’s plans to bring streaming services under The Broadcasting Services Regulation Bill, which introduces new codes for programming and advertising.

Other platforms like Netflix, Disney+Hotstar, JioCinema, SonyLiv, and Amazon Mini TV also have their share of grievances, with varying degrees of resolution. Most platforms, except JioCinema and Disney+Hotstar, seem to be in line with the IT Rules’ grievance redressal mechanism. This paints a picture of an industry striving to balance user satisfaction with regulatory compliance, a dance that continues to evolve with the ever-changing digital landscape.

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