New Delhi, February 26 (IANS). Union Information and Broadcasting Minister Ashwini Vaishnav said on Thursday that social media platforms should share revenue (earnings) fairly with content creators. This includes journalists, traditional media institutions, influencers, professors and researchers.
He said that those who are creating content, whether they are news professionals, creators sitting in remote areas or academic experts sharing their research, deserve a fair share in the earnings generated on digital platforms.
According to him, the principle of fair revenue sharing should now be implemented across the entire digital ecosystem.
The Union Minister said, “Social media platforms should share revenues in a fair manner with the people creating content, be they news persons, traditional media, far-flung creators, influencers, professors or researchers who are spreading their work using the platforms.”
He stressed that the platform gets huge profits from the content uploaded by individuals and institutions, so creators should also get their fair share.
He said that ensuring transparency and fairness in revenue distribution will strengthen India’s digital content economy.
The statement comes at a time when the government is tightening rules to ensure accountability and transparency on digital platforms.
In a separate move, the Ministry of Electronics and Information Technology (MeitY) last year proposed amendments to the IT (Intermediaries Guidelines and Digital Media Conduct Code) Rules, 2021. Its aim is to tackle the growing threat of deepfakes and AI-generated misleading content (misleading content).
Under the draft rules, social media platforms will have to clearly label ‘synthetic content’ and add persistent metadata or identifiers to it.
Major social media intermediaries (SSMIs) with more than 50 lakh registered users in India, such as Facebook, YouTube and Snapchat, will have to ensure that AI generated content is clearly marked.
According to the proposed rules, in the case of a video or image, the identification mark must appear in at least 10 percent of the visual portion, while in the case of audio content, it must appear in the first 10 percent of the duration.
Metadata cannot be changed, deleted or suppressed. If a platform knowingly allows unlabeled or falsely declared AI-generated content, it will be considered as not exercising due diligence under the IT Act.
–IANS
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