A GOVERNANCE FRAMEWORKFORONLINE CURATED CONTENT (OCC)SERVICES
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PAGE 1INTRODUCTION
Online Curated Content (OCC) services have transformed the way that content
is created and consumed, by providing consumers with choice and flexibility,
allowing them to view the curated content of their choice whenever, whereverand on whichever device they choose. It has also expanded options andmarkets for content creators.
An effective Self Governance Framework is critical for this dynamic sector. We
believe that this approach will encourage high-quality programming, andsafeguard the best interest of consumers whilst encouraging the growth ofcreativity and innovation in the content industry.
It is recognised that governments regulate for legitimate public policy
objectives, such as protecting the interests of society and individuals. As
responsible players, OCC service operators also intend to contribute to thesocieties where they operate, specifically by complying with laws and existing
regulations on taxation, data protection, intellectual property protection, andso forth.

DEFINITION OF OCC SERVICES?
Other common terminologies include Video on Demand (VOD) services,
streaming services, OCC Providers (OCCP), the common characteristic beingthat these services offer a fully curated content catalogue, have direct control
over the content available on their services and permit the authorised use ofthis content and other assets by third parties.

PAGE 2IMPORTANCE OF OCC SERVICES
Importance of Consumer Choice
Within the library of content curated by OCC service operators, the key featureis that the content to be viewed is selected and controlled by the consumer.
The content is provided to a consumer on a “pull basis” rather than a “pushbasis”. This means that the user requests each piece of content individually,
and the OCC service provides the content on demand, in response to the user’srequest. OCC services provide information to consumers, to assist in theirviewing choices. Unique to the online environment, OCC services are capableof offering consumers controls to ensure that only age-appropriate content ismade available to specific household members, assisting parents andcaregivers to make personal viewing choices for their own households. In thisway, OCC services are fundamentally different from traditional “push”
broadcasting services, which were regulated in many places in a top-downmanner to recognise that these services, rather than users, control the content
that is exhibited.
Driving Investment and Industry and Skills Development
Rising investment in content creation and consumer demand have led to thecreation of new and more high-quality content offerings, as well as localised
content. Regulators are also offering production incentives to encourage local
investment from OCC operators, recognising that investments in the local
production and creative industries in turn benefit tourism and other ancillary
services such as hospitality, transport, F&B etc. through associated jobs
created.
Investment in content creation also allows for knowledge sharing and transfer
between creative ecosystems around the world, where local cast/crew benefit
from the experience of working alongside international cast/crew, thus
elevating the standards and knowledge of content production etc. The Asia
Pacific streaming market is forecasted to increase 22.5% by 2030, and revenues
may reach up to US$49 billion. Self-regulation will contribute to the creative
industry goals pursued by governments.

PAGE 3KEY ELEMENTS OF FRAMEWORKAppropriate Mechanisms for Content Control
Governments, industry and consumers are all adjusting to the reality of theonline world, where huge quantities of video content are available –professional and amateur, moderated and spontaneous, legal and pirated.
While the abundance of online video content presents a number of challenges,
the OCC industry seeks to ensure their services are a preferred destination forconsumers, including families, looking for legitimate viewing of curatedcontent. This requires a safe and easy to use experience for users.
In order to be successful, industry must continue to work collaboratively withgovernment and must continue to invest in technologies to ensure OCC
services will remain safe spaces. This ongoing work will help ensure that
consumers and parents/caregivers can easily navigate, understand, control,and enjoy quality content offerings.
Robust systems for control: OCC systems should feature “safety bydesign,” with elements such as PIN codes, passwords, or other means torestrict access to content not designed for all audiences. Instructions on
how to utilize these tools should be reasonably simple to use and clear toaccess. Where the OCC operator may use partners or does not directly
control the end user experience, and a third-party platform is in a position
to exercise better control, OCC service operators should actively encouragethat they do so.
Program ratings: For the benefit of all users, but especially younger
audiences, program ratings should be prominently displayed. The ratingssystem utilized by each OCC service operator should either rely on locallyunderstood frameworks or, where unique to a specific service and its
content, be clearly understood. Additionally, where possible, program
ratings should complement the technical control tools made available byeach OCC service for the protection of minors.

PAGE 4

Labelling of content categories: There are a number of ways in which OCC
service operators can advise viewers about the content they are about towatch and to alert users to when content may contain sensitive themes ordepictions. They may include (but are not limited to) advisory messages,
on-screen notices, prominent icons or descriptors, information in the detailpage or synopses of the individual piece of content or series, or messaging
that appears upon playback. These labels, descriptors and/or advisories,
when published, should be clear, prominent, and of a nature to facilitate
the exercise of informed parental judgement. A non-exhaustive list ofcategories that are considered sensitive and therefore deserving of a label
include sex, violence, nudity, and language. The use of these measures
empowers consumers to make informed choices about their viewing
experience.
Focal Point of Contact
OCC service operators should commit to provide consumers and regulatorswith a focal point of contact for feedback about their viewing or user
experience, whether positive or negative. This feedback mechanism shouldbe easily located and include identifiable contact information (such asemail or phone) for where to address complaints, concerns, or othercommentary. Additionally, OCC service operators should have internal
protocols to allow the operator to consider and respond to consumers in areasonable and timely manner. Where appropriate, this internal review
process and timeline expectations for redress should be communicated tousers.
In addition to an established complaint mechanism, OCC service operators
should consider including a help centre or ‘frequently asked questions’section on their site or app to allow users to troubleshoot questions orconcerns that might arise during their viewing experience.

PAGE 5

Prohibited Content:
OCC service providers recognise that governments regulate for legitimate
public policy objectives, such as those in the interest of protecting society andindividuals. Accordingly, OCC service providers are committed to complying
with applicable laws in the countries in which they operate, particularly inmonitoring their services for content which may be prohibited in certaincountries.
A non-exhaustive list of examples of these prohibited content categories is asfollows:
Child sexual imagery;Content which expresses deliberate and malicious disrespect or forms ofviolence towards any form of national symbols (e.g. flags, anthems,emblems) and segments of the population;
Content which deliberately calls for the conduct of terrorist activity andother forms of violence against the state or state institutions;Content which knowingly infringes copyright.
It is hereby clarified that prohibited content categories are based on the lawsof each territory and the above examples do not expand the category ofcontent that is prohibited in any of the territories.

PAGE 6BENEFITS OF FRAMEWORKOCC industry players and governments have several mutual goals thatencourage more collaborative governance:
Safeguarding the best interests of consumers, by empowering them tomake informed choices on age-appropriate content for themselves andtheir families, at their own time and convenience.
Developing a notification system that meets the needs of bothgovernments and OCC services by offering the following benefits:
Providing assurances to governments of OCC service responsivenessand accountability;
Facilitating the ability of governments to contact OCC service operators
regardless of where they are based, without requiring those OCC
services to establish local subsidiaries.
Promoting solutions which are pragmatic, fit-for-purpose, cost-effective
and responsive to the objectives of policymakers.
Evolving the policy framework to account for the opportunities and new
realities of the digital ecosystem.
Nurturing creativity, fostering innovation, and ensuring continued growthof the creative economy in Asian markets.
Providing consumers with access to and choice of a variety of legitimate
services, so as to deter consumers from turning to piracy offerings orillegitimate sites that blatantly operate outside of the law and have thegreatest adverse impact on consumers, disproportionately impacting
children, and commerce.
Fostering responsibility in industry participants to develop and enforce
their own robust standards and practices which help add predictability andprofessionalism to the OCC ecosystem.PAGE 7EXPECTED OUTCOMES
We believe that this framework will encourage growth of the OCC sector andensure the progressive adoption of higher standards by a greater number of
OCC service operators.
AVIA urges governments to refrain from imposing onerous or inappropriate
obligations on OCC services, and instead to focus on an approach that is fit for
purpose, suited to the nature of OCC services and does not create
disproportionate administrative burdens.
It is in this spirit that AVIA, whose wide membership reflects the Asia-Pacificvideo ecosystem [1], publishes this OCC Governance Framework. Thisframework will help guide our members, and governments, to act in good faith
as this dynamic sector continues to evolve.
As a next step, we welcome greater opportunities for formal industry andgovernment consultations to assess and develop collaborative approaches. As
the OCC industry continues to mature and develop, governments and industry
professionals should engage in regular consultations to share experiences andexchange information. This knowledge exchange is a vital element toimproving the governance framework. Such a forum can generate anincreased understanding of the needs of consumers and each stakeholder’spositions. This can be a forum for effective monitoring of the overall
environment, trust-building, and mutual problem-solving.

[1] AVIA’s members include a wide range of domestic and leading international operators of online
curated video services, as well as linear operators, associations and other participants across the AsiaPacific video ecosystem.

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