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What is Ullu App?

Ullu App is an Indian OTT streaming platform that was launched in 2018. The platform is primarily known for its bold, adult, and romantic thriller web series. Its target audience is especially young people from small towns and rural areas, where entertainment options are limited and family censorship is heavy on TV.

Ullu's goal was to deliver "direct-to-phone" content with a touch of romance, thrill, and mystery at a "cheap subscription." And it was successful in this—the app garnered millions of downloads in a short time and kept the audience engaged by releasing new web series every month.

What happened recently?

In the last months of 2024, news suddenly started spreading on social media that the Ullu app has been banned in India. Many users complained that they were unable to install or access the app. Both Ullu's website and app are showing blocks on some Internet Service Providers (ISPs).

Although there was no direct public notice from the government, media reports and platforms tracking internet blocks confirmed that Ullu's services on some networks have been blocked under government orders.

Key reasons behind the ban

1. Obscene and objectionable content

The Ullu app often shows content that includes adult themes, bold scenes, and scenes that are considered innocuous. Even though the company calls it "18+ entertainment," its web series have often been accused of promoting only sexual content instead of story.

The government was constantly receiving complaints about such content—especially on the issue of objectification of women and influencing the youth.

2. Violation of the Information Technology Act, 2000

India's IT Act, 2000, regulates the distribution of obscene and illegal content on the Internet. Apps like Ullu, which deliver obscene content directly to mobile without the approval of any censor board, can be prosecuted under this act.

It is being said that Ullu did not follow adequate moderation or content classification, and for this reason it was partially blocked.

Is Ullu the only target?

No. Even before Ullu, action was taken against 'Kuka TV,' 'Prime Shots,' and some other small OTT platforms for objectionable content. The Government of India has tried to increase control over digital platforms in the last few years so that pornographic content is not spread on the Internet without any regulation.

In this episode, Digital Media Rules, 2021 (IT Rules 2021) was brought up, which talked about a three-tier regulatory framework for OTT platforms. Apps like Ullu have also been accused of not following this rule.

Users' reaction

As soon as the news of Ullu's ban was heard, two types of opinions came to the fore on social media:

Opinion in favor:

This app was "promoting obscenity."

Content leading the young generation in the wrong direction" was being shown.

“Women were being misrepresented.”

Opposing opinion:

“The freedom of OTT platforms is being taken away.”

“Adult viewers should have the freedom of choice.”

“This is the beginning of content censorship, which may increase further.”

Effect of the ban

1. Pressure will increase on the OTT industry

Big platforms like Netflix, Amazon Prime, and Hotstar already keep a strict watch on their content, but smaller apps will now have to change the theme, language, and presentation of their content.

2. Difficulties of bold content creators will increase

The scope of work for artists, writers, and directors who were focusing on bold content may be reduced. These people will now try to shift to mainstream OTT, which is a challenging process in itself.

3. Users' trust may be broken

If OTT apps are banned repeatedly, users' trust in content platforms may decrease, causing an economic setback to the industry.

Can Ullu make a comeback?

At present, the Ullu app has not been completely banned permanently. It is a partial ban, which can be removed by changing the app's guidelines, content moderation, and following government regulations.

This has happened before—TikTok, PUBG Mobile, and many Chinese apps have made a comeback even after being banned with their "lite versions" or clones. Therefore, Ullu may also try to make a comeback by rebranding its platform, cleaning up content, or launching a new app.

Conclusion: It's not just an app; it's a message

The ban on the Ullu app is not just a matter of shutting down an OTT platform, but it is a sign that the digital world is still within the purview of 'rules.' Internet freedom does not mean showing anything without any accountability.

This move of the government is a warning to all those digital creators and platforms who indulge in “exploitation” in the name of “entertainment.”

Your thoughts?

Do you think the ban on apps like Ullu was necessary?

Or is it a control on freedom of expression?

Comment below and share your opinion.

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