Can a unified media regulation balance creative freedom and ethical standards?

The conversation around content regulation across platforms has been an ongoing debate in India for years. From the Ministry of Information and Broadcasting's earlier proposals in the Broadcasting Bill (which is still under development) to the latest suggestion from a Parliamentary panel for a unified media council, the discussion has reached a pivotal point.

As the lines between traditional and digital media continue to blur, the need for a comprehensive, centralised regulatory body has gained momentum.

However, this proposal raises a delicate balance—how to ensure ethical standards, protect creative freedom, and maintain a thriving, diverse media landscape. As the media world grapples with these complexities, industry experts offer various perspectives on what a unified council could mean for the future of content creation, consumption, and advertising in India.

Broadcast expert Rajiv Khattar argues that each media platform has unique needs, making unified regulations challenging. “Each media has its own requirements, and it may not be possible to have unified regulations for all. The emphasis should be on effective self-regulation and immediate intervention in case of a breach of norms. Some boundaries need to be respected.”

He added, "The regulations will focus more on content, while revenue models will likely be unchanged. Content producers and broadcasters must be careful about what they put out for public viewing or reading."

Sharing a similar opinion, Yasin Hamidani, Director of Media Care Brand Solutions, said that while a unified media council could ensure consistency in content standards and ethical journalism, it might also risk stifling creative freedom if the regulations become overly restrictive or politically influenced.

“For advertisers, stricter oversight could lead to higher compliance costs, delays in campaign approvals, and creative limitations. Brands may have to navigate additional censorship guidelines, impacting their messaging strategies. On the flip side, if implemented transparently, a unified body could enhance consumer trust in media, potentially benefiting advertisers by ensuring brand safety and credibility,” he explained.

However, Kailash Adhikari, Managing Director of Sri Adhikari Brothers, believes that a unified media council could help ensure content adheres to ethical boundaries while balancing self-regulation and post-regulation like other media platforms.

“Television, radio, and films are regulated to ensure they adhere to societal norms, but digital platforms like OTT are not as strictly censored. While freedom of speech is important, content creators should be mindful of cultural and social boundaries when producing content. Self-regulation is often proposed, but it can be subjective. A more structured regulatory body, similar to those overseeing television and radio, could help ensure content doesn’t cross ethical or moral boundaries. It’s important to advocate for greater self-regulation, but at the same time, you need a method for post-regulation, just like other mediums,” Adhikari said.

A parliamentary committee on communication and IT recommended that the Ministry of Information and Broadcasting (MIB) establish a unified Media Council to oversee print, broadcast, and digital media under a unified regulatory framework. The proposal aims to enhance coordination and enforcement of media laws.

The recommendation was part of the committee's Demands for Grants report, presented in both Houses last week. The panel also called for more stringent regulations regarding concerns over films and audio-visual content allegedly glorifying the consumption of alcohol, drugs, and acts of violence. A parliamentary panel has communicated these concerns to the MIB through a series of recommendations.

As per the panel's recommendations, there is a need to formulate a comprehensive policy framework to strengthen existing guidelines and ensure strict compliance.

Sharing her views, Ambika Sharma, Founder and Chief Strategist at the digital marketing agency Pulp Strategy, said the unified media council is a crucial step, with its success hinging on the structure and implementation of the compliance framework.

“The idea of a unified media council is significant—and while it raises valid concerns about content freedom, I believe the outcome will depend entirely on how the compliance framework is structured and implemented. If the regulation is overly restrictive, it could certainly impact creative flexibility, increase production costs, and introduce more layers in content approvals. However, given the recent spike in violations—from influencer marketing to media pricing and platform misrepresentation—there’s a strong case for a formal, transparent, and practical framework,” she said.

The parliamentary panel also proposed to bring the MIB and Ministry of IT and Electronics under a single body so that there is better coordination in handling issues about communication and media tech.