Can the Digital India Act Level the Playing Field for Content Creators?

The digital landscape is abuzz with concerns about a growing imbalance between small and large players. Rajeev Chandrasekhar, India’s Union Minister of State for Electronics and Information Technology, is taking a firm stance against Big Tech’s dominance and its impact on content creators with the Digital India Act.

The Problem:

At the Digital News Publishers Association (DNPA) Conclave, Chandrasekhar highlighted the “deep asymmetry” between content creators and platforms like Facebook and Google. These digital giants act as gatekeepers to monetization, leaving smaller creators vulnerable to unfair treatment and low returns. This, he argues, distorts the very foundation of an open internet.

The Digital India Act: A Beacon of Hope?

The Minister sees the upcoming Digital India Act as a game-changer. This legislation, slated for rollout after the 2024 elections, aims to address the power imbalance and ensure fair treatment for all players in the digital ecosystem. He envisions it as a regulatory framework that “will prevent these big platforms from exploiting the content creators.”

What will the Digital India Act do?

There are some early indications and expert opinions about what the Digital India Act might include to address the exploitation of content creators by Big Tech platforms:

• Mandating revenue sharing agreements between news publishers and platforms.
• Requiring platforms to be more transparent about the algorithms they use and how they decide on the kind of content that is demonetized or promoted.
• Clear guidelines for content moderation and enhanced copyright protection for creators.

Breaking the Monopoly, Shaping the Future:

The conclave witnessed calls for democratizing the platform-publisher relationship. Ideas like breaking up Big Tech monopolies and fostering competition were discussed. Experts like Amitabh Kant, G20 Sherpa, emphasized India’s unique stance in challenging the Big Tech monopoly model, unlike the West and China.

The “State of Digital Media in India” report by Ernst & Young provided valuable insights into the industry’s trajectory. Additionally, leading figures like Shekhar Gupta and Vikram Chandra shared their perspectives on the challenges and opportunities arising from AI disruptions.

India’s government recognizes the unfair treatment faced by content creators on Big Tech platforms. The Digital India Act holds promise for a more equitable digital ecosystem. Breaking up monopolies and fostering competition are potential solutions. Continuous dialogue and collaboration are crucial for shaping the future of digital media in India.

The battle for a fair and open internet is far from over. However, with initiatives like the Digital India Act and proactive discussions, India is taking a bold step towards ensuring a level playing field for all content creators, big or small.