In a bid to level the playing field in digital media, Minister Ashwini Vaishnaw urged social platforms to adopt fair revenue-sharing mechanisms for all content contributors. Addressing the issue on Thursday in New Delhi, he listed journalists, traditional broadcasters, influencers, distant creators, professors, and researchers as key stakeholders entitled to their share.
Vaishnaw painted a picture of an inclusive digital economy where earnings from platform-hosted content are distributed justly. ‘Whether it’s a news anchor, a village vlogger, or a scholar disseminating findings, they all power the platforms’ success,’ he remarked.
Pushing for systemic change, the minister highlighted how creator contributions generate immense value, warranting proportional returns with full transparency.
This statement aligns with ongoing regulatory efforts. MeitY’s draft amendments to IT Rules 2021 focus on curbing AI-driven misinformation, requiring platforms to watermark synthetic content irreversibly.
Significant Social Media Intermediaries (over 5 million users) face obligations to display identifiers covering 10% of visuals in videos/images and initial 10% in audio. Immutable metadata ensures traceability, with violations penalized as lapses in due diligence.
As India fortifies its digital governance, Vaishnaw’s vision promises a thriving creator economy. Fair practices could unlock unprecedented growth, balancing platform dominance with grassroots innovation.