In a significant move, the Ministry of Information and Broadcasting (MIB) issued an advisory on Thursday directing OTT and digital media platforms in India to remove all Pakistani-origin content immediately. The decision is rooted in national security concerns and comes on the heels of escalating tensions between India and Pakistan, following the Pahalgam terror attack on April 22 and India’s retaliatory air strikes as part of Operation Sindoor.
The advisory, which applies to all forms of digital content, including web series, films, songs, podcasts, and other media formats, mandates the discontinuation of any content originating from Pakistan. The MIB stressed that these platforms should exercise caution and discretion, following the Code of Ethics outlined in the IT Rules, 2021, which requires publishers to be mindful of content that may harm India’s sovereignty, security, public order, or relations with foreign nations.
View this post on Instagram
While the Ministry did not name specific titles or platforms, the directive affects both subscription-based and free-to-access content hosted on various streaming platforms. The move is seen as a reflection of the growing national security concerns, especially in light of recent developments that have further strained India-Pakistan relations.
A Strong Response to Escalating Tensions
The advisory comes at a time of heightened tension between India and Pakistan, triggered by the terrorist attack in Pahalgam, Jammu and Kashmir, and India’s retaliatory action. The attack, which resulted in the loss of several lives, marked a sharp escalation in hostilities. In response, India launched air strikes against terrorist infrastructure in Pakistan as part of Operation Sindoor. These actions have led to a greater emphasis on safeguarding national interests, including controlling the narrative in the media and digital space.
This new directive echoes the sentiments behind similar actions taken in the past. Following the 2016 Uri terror attack, cultural collaborations between India and Pakistan were suspended. At that time, Pakistani artists were banned from participating in Indian productions. While the formal ban still holds for artists, digital platforms had continued to host some Pakistani-origin content, particularly on YouTube and select OTT services.
The Role of OTT Platforms and Digital Media
OTT platforms and digital media services have become increasingly influential in recent years, with audiences accessing a variety of content across genres and languages. The digital medium has created a platform for artists and creators from different parts of the world to collaborate and share their work. Despite the diplomatic tension, a limited number of Pakistani-origin shows, films, and music continued to make their way into Indian households through these services.
The rise of OTT platforms, such as Netflix, Amazon Prime Video, and Disney+ Hotstar, has made it easier for consumers to access content from a global pool of entertainment. Pakistani dramas, music, and films found a dedicated audience in India, with many viewers appreciating the distinct storytelling style and cultural richness that these productions brought. However, the MIB’s recent advisory now calls for an immediate cessation of such content, signaling the government’s strict stance on national security and sovereignty.
The Impact on Cultural Exchange
The advisory also raises important questions about cultural exchange and the role of media in fostering dialogue between nations. Cultural collaborations, even amid political tension, have historically played a role in bridging gaps and fostering understanding between neighboring countries. However, the advisory underscores the challenges of maintaining such exchanges when national security is at risk.
The recent directive is an extension of this policy, with the government focusing on the strategic importance of controlling content that could potentially affect national sentiment.
OTT Platforms’ Response
As the government’s advisory demands the removal of Pakistani content, OTT platforms are expected to comply with the order. Given the importance of adhering to government regulations in the Indian market, digital streaming services operating in the country will likely face increased scrutiny in their content curation moving forward. This could lead to a more localized approach to content offerings, as platforms may focus more on producing Indian-origin shows and films to avoid potential conflicts with governmental policies.
In response to the advisory, it is expected that OTT platforms will engage in rapid content audits to ensure compliance with the new directive. However, the move could also have wider implications for the digital media landscape in India, with questions arising about the level of censorship and the balance between national security and cultural expression.
Moving Forward
The MIB’s advisory reflects a broader push by the government to protect national interests in all forms of media, both traditional and digital. While the ban on Pakistani-origin content may resonate with sections of the population who view it as a necessary step for national security, it also raises concerns about the limits of censorship and the effects on creative freedom. As tensions continue to simmer between India and Pakistan, the landscape of cultural exchange and media consumption in India is set to evolve in ways that could have lasting consequences on the OTT industry.
