India is witnessing rapid expansion across various dimensions of digital technology, with a substantial number of individuals and publishers actively engaged in creating digital content. However, the imbalance in benefits between digital publishers and major tech companies, who wield considerable dominance over internet resources, has raised concerns. The lion’s share of profits often ends up in the accounts of these tech giants, leaving digital publishers at a disadvantage.
Expressing apprehension about this disparity, Union Minister of State for Information Technology, Rajeev Chandrasekhar, highlighted the government’s commitment to address the issue. Emphasizing the need for the internet to be an open and equitable space, he asserted that the right to determine earnings and profits should not be unduly concentrated in the hands of a few companies. The government is actively preparing to introduce the Digital India Law to regulate the digital landscape, with specific considerations for content publication and revenue generation.
Information and Broadcasting Minister Anurag Thakur also affirmed the government’s efforts to ensure fair distribution of digital advertising revenue. Notably, countries like the European Union, the United Kingdom, and Australia have enacted regulations that mandate large companies, such as Google and Facebook, to allocate a fair share of advertising revenue to news publishers.
Major tech companies typically act as platforms for sharing content rather than creating it themselves. They provide a space for newspapers, magazines, or individual creators to share their content, attracting both audiences and advertisers. The rapid growth of the global digital advertising market, including India, has, however, resulted in a downside. Traditional media advertising has declined in several countries, especially in the West, impacting smaller publishers.
It is imperative for India to swiftly address this imbalance. Collaboration between major tech companies and media publishers is essential, based on mutual trust and cooperation. The relationship should be founded on policies that ensure a level playing field. It is often observed that tech companies arbitrarily alter their rules and impose them on content publishers. Robust policy provisions and concrete regulations in internet governance can mitigate such practices.
As the digital economy continues to evolve, fostering a fair and collaborative ecosystem is crucial for India’s sustained and equitable growth. Well-defined regulations in internet governance can act as a catalyst, preventing arbitrary changes and fostering a balanced and mutually beneficial relationship between tech giants and content creators.
