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Date:
May 21, 2020

OTT Platforms Challenging Ideologies in India

Russian writer Yevgeny Zamyatin published “We” in 1921. The story follows the totalitarian society, One State, its architecture is made-up almost entirely of glass. The citizens are under mass surveillance and society functions strictly by logic and reasoning which justify the common law . The book is as contentious now as it was when it was released. The fallout after the novel circulated forced Zamyatin to move to Paris as his career in Russia was declared dead. He was blacklisted in his homeland. Though he eventually died penniless and in poverty, “We” is considered one of the greatest Dystopian masterpieces.

So, what is it about Dystopia that makes people-particularly those in power-so uncomfortable? In many ways, Dystopian stories are political satires that explore possibilities of what can go wrong in that environment.

In 2019, Netflix India released “Leila,” based on the book of the same name by Indian journalist and novelist, Prayaag Akbar. The story follows a woman named Shalini in her quest to find her daughter, Leila, kidnapped by a totalitarian regime. The regime known as Aryavarta is controlled by supreme leader, Doctor Joshi, who rules with an iron fist. People are segregated based on their religion and forbidden to mate beyond the confines of it. Those who do not obey the law are punished and children of those unions are forcefully taken away. The series contains considerable imagery and symbolism derived from Hinduism.

So, it was not unexpected when far-right Indian organizations started striking out at the series, calling it ‘Anti-Hindu’ and accusing it of spreading #Hinduphobia, which went on to become a Twitter trend.

“Leila” dares to ask uncomfortable questions.

Netflix India’s horror offering, “Ghoul” released in 2018, follows characters in a not too distant future overtaken by sectarianism. In this story, words like ‘anti-national’ are used openly to label anyone daring to challenge the State’s authority. While the central plot focuses on the dark mysteries of one detention facility inmate, the sharp political jabs asserted throughout hit their mark. The world of “Ghoul” is one where intellectuals are routinely rounded-up, heckled and profiled. A time where literature is contraband and book burning the norm; a grim projection of what can be.

The need for Dystopian content is now. When Yevgeny Zamyatin wrote “We,” sealing his own fate, he bravely set out to question Stalin and his policies. When objections are raised about a fictious regime in “Leila,” citizens ought to question why .

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Spherex Classification Tool Now Approved for Home Entertainment Content in Australia

The Albanese Government has updated the Spherex Classification Tool approval to include ratings for theatrical releases, home entertainment, and streaming content in Australia. Spherex was previously approved to classify online films.

The update underscores the Australian Classification Board’s confidence in Spherex as a tool to help Australian viewers make informed choices about the content they consume. This means Australians can now access a range of new films sooner than they might across all formats and windows.

Spherex has a longstanding relationship with the Australian Classification Board. Since 2020, Spherex has collaborated closely with the Australian Government to ensure its technology reliably generates classification decisions that meet Australian standards and viewers' expectations.

As the world’s only commercial provider of local age ratings, Spherex has successfully produced classification decisions for high volumes of online content in over 100 countries. Since 2018, Spherex has issued over one million age ratings for digital content, including films, TV shows, and trailers, distributed by its clients worldwide.

Spherex customers, including Umbrella Entertainment, Madman Entertainment, and Sugoi Co., rely on its AI-based platform to obtain local age ratings in Australia and significantly improve efficiency, cost reduction, and market reach.

Discover how Spherex's cutting-edge AI-based platform can streamline your content classification process and enhance your market reach while reducing costs.

Visit spherex.com today and see how we can support your content distribution needs.

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nScreenNoise - Interview Spherex: Avoiding the cultural dead zone

One of the conundrums of streaming is that although a service can deliver content globally, it is not guaranteed to be acceptable in a particular local market. Netflix found this out when it announced global availability in 2016 at CES and was quickly banned in markets like Indonesia, where some of the content was deemed too violent or sexual. In 2016, without boots on the ground in a local market, it wasn’t easy to assess whether a show or movie would be culturally acceptable.

Today, global media companies are acutely aware of the importance of their content’s cultural fit. Moreover, they have a company like Spherex to help them prepare their content to ensure it fits with any country of interest. I interviewed Teresa Phillips, the Co-Founder and CEO of Spherex, at the recent OTT.X Summit in Los Angeles. She explained how the company is leveraging AI and its massive cultural profiling database to help companies prepare content for target markets. She also explained how, in the near future, AI would aid the company in measuring a movie or show’s cultural distance from a regional market and help it avoid falling into the failure zone between cultural fit and novelty interest.

Listen to the full interview here.

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Spherex Featured in the DPP's IBC 2024: Demand versus Supply Report

Spherex was featured in the DPP’s IBC 2024: Demand versus Supply Report, a comprehensive look at how the M&E industry is meeting key customer demands. The report focuses on the topics of empowering creators, understanding audiences, engaging users, and innovating the newsroom. It also highlights many of the technical innovations seen at the recent IBC Show.

An article by Spherex’s CEO Teresa Phillips titled "Navigating Cultural Resonance in Global Media: The Art and Science of Culture Mixing" was featured in the report, exploring how Spherex is pioneering the future of culturally informed content.

Teresa shares how cultural mixing has become a critical strategy for creating content that appeals to diverse audiences in today's global media landscape. This phenomenon involves blending elements from different cultures to craft films and television shows that resonate globally while adhering to local regulations.

However, the process of culture mixing is fraught with risks. Superficial or stereotypical representations can lead to accusations of cultural appropriation or insensitivity, alienating audiences and damaging a company's reputation. For example, imposing Western concepts on Eastern content without proper context can feel inauthentic and jarring to local viewers. These missteps highlight the need for a nuanced understanding of cultural elements to ensure that content is respectful and engaging.

To address these challenges, M&E companies are increasingly turning to data-driven solutions. Platforms like SpherexAI utilize artificial intelligence to analyze visual, audio, and textual elements, providing insights into how well content aligns with cultural and regulatory standards across over 200 countries and territories. This approach helps media companies understand the "cultural distance" between a title's origin and its target market, enabling them to make informed decisions about global distribution.

By leveraging these advanced tools, M&E companies can go beyond traditional content localization. They can create media that actively engages and resonates with diverse audiences. As the industry continues to evolve, those companies that embrace culturally informed, data-driven approaches will be better positioned to succeed, fostering cross-cultural understanding and trust while delivering globally appealing content.

Download the report here.

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