The OTT Entertainment industry doesn’t know what hit them. First came the Allahabad High Court’s massive observations on the streaming of Tandav – seen by many as an indictment of the rapidly growing, unregulated platform. Next followed the remarks of the venerable Supreme Court’s bench of Justices Ashok Bhushan and R Subhash Reddy that concluded that the new guidelines governing social media (SM) and OTT (over the top) platforms have ‘no teeth’. Swiftly pouncing at the SC-sent opportunity, Information & Broadcasting Minister Prakash Javadekar promised that the government would soon issue guidelines for the regulation of OTT platforms. Replying at the floor of the Rajya Sabha, the soft-spoken minister said that the new guidelines would address the issues of sensitive content, adding that a lot of suggestions on the regulation of OTTs have been received. The new development comes as a sharp contrast to the Minister’s earlier espousal of Self-Regulation for the industry. While meeting the OTT honchos, he tried dispelling misrepresentations around the digital media guidelines, assuring that the self-regulatory bodies would not have any member appointed by the government. Well, the fiery tussle between the key protagonists – including the FoE advocates – is far from over. What’s urgently needed is clarity in guidelines to draw more investments in the sector with about 40 OTT platforms.