Over the past few weeks, multiplex chains have adopted variable promotional pricing strategies to attract audiences to theatres, especially when footfalls are low during weekdays and films fail to find traction.

Large OTT platforms with deep pockets, secure in their scale and dominance, are able to confidently adopt advertising-led monetization models to offer content for free, squeezing their smaller rivals.

I think we should focus our energies on standardisation, and we should focus on research and development to lead this next generation of revolution.

“Think of deeptech as the key required to unlock the accelerated growth potential of India. The ecosystem which is going to unlock that key is the startup economy.”

Though the advisory was sent to eight significant social media intermediaries with more than 50 lakh registered users in India.

In a breather for big social media subsidiaries and internet platforms, the government has said that they no longer require approval before launching or deploying their AI models in the country.

The government has asked firms to label content generated using their AI software or platform and inform users about the possible inherent fallibility or unreliability of the output generated using their AI tools.

The government also reiterated that "a non-compliance" with the provisions of the IT Act 2000 and/or IT Rules could result in "consequences including prosecution, for intermediaries, platforms and their users."

India is witnessing a decine in Pay TV subscriptions with more households migrating to either digital through Connected TV or free-to-air (FTA), the silent player that is increasingly luring viewers.