{"id":5014,"date":"2026-02-27T14:59:45","date_gmt":"2026-02-27T09:29:45","guid":{"rendered":"https:\/\/www.sudeepaudio.com\/saundcheck\/?p=5014"},"modified":"2026-02-27T14:59:45","modified_gmt":"2026-02-27T09:29:45","slug":"mne-versus-ai","status":"publish","type":"post","link":"https:\/\/www.sudeepaudio.com\/saundcheck\/mne-versus-ai\/","title":{"rendered":"Media &#038; Entertainment industry versus Artificial Intelligence"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>That Artificial Intelligence (AI) has become a nuisance was validated by the Indian Government when the\u00a0IT Rules, 2021 were modified on February 10, 2026 by the introduction of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 by the\u00a0Ministry of Electronics and Information Technology (MeitY), and came into effect on\u00a0February 20, 2026, ensuring that deepfakes and other prohibited synthetic content had to be \u00a0removed within three hours by digital platforms.<\/p>\n<p><strong>Key learnings of this mandate included:<\/strong><\/p>\n<ul>\n<li><strong>3-Hour Takedown:<\/strong>\u00a0Intermediaries must disable access to unlawful content (including deepfakes\/synthetic media) within three hours of receiving a written order from a court or from an authorized government agency.<\/li>\n<li><strong>2-Hour Takedown:<\/strong>\u00a0For non-consensual sexual deepfakes, wherein the deadline is even more strict, requiring removal within\u00a0two hours\u00a0of a complaint.<\/li>\n<li><strong>Scope:<\/strong>\u00a0These rules apply to &#8220;synthetically generated information&#8221; (SGI) that is artificial, algorithmically created, or modified content that looks genuine.<\/li>\n<li><strong>Consequences:<\/strong>\u00a0Failure to comply with these timelines can lead to the loss of\u00a0&#8220;safe harbour&#8221; protection\u00a0under Section 79 of the IT Act, 2000 making digital platforms directly liable for user-generated content (UGC).<\/li>\n<li><strong>Proactive Measures:<\/strong>\u00a0Platforms are required to implement automated tools to detect and remove such content, and <em>must<\/em> label all \u201cAI-generated content\u201d as such.<\/li>\n<\/ul>\n<p>This mandate drastically reduces the previous 36-hour window for content takedowns.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5017 alignright\" src=\"https:\/\/www.sudeepaudio.com\/saundcheck\/wp-content\/uploads\/2026\/02\/Nasscom-2026.jpg\" alt=\"\" width=\"201\" height=\"251\" \/>Further, on February 23, 2026 artist representatives launched a \u2018<strong>Say No To Suno<\/strong>\u2019 campaign against digital platform <a href=\"https:\/\/d.docs.live.net\/26696658ece8ce00\/Documents\/suno.com\" target=\"_blank\" rel=\"noopener\">suno.com<\/a> (\u201cSuno\u201d), which boasts providing consumers the following opportunities: \u201cWhere you can discover, create and share from anywhere because music has no boundaries.\u201d<\/p>\n<p>A coalition of artist representatives has published an open letter calling on the music community to reject AI music generator Suno as an \u201cAI slop (that) dilutes the royalty pools of legitimate artists from whose music this slop is derived\u201d.<\/p>\n<p>Published on February 23, 2026 on the Music Technology Policy blog, the letter was signed by industry representatives, including <strong>Ron Gubitz<\/strong>, Executive Director of the Music Artist Coalition; <strong>Helienne Lindvall<\/strong>, songwriter and President of the European Composer and Songwriter Alliance; and <strong>Chris Castle<\/strong> of the Artist Rights Institute.<\/p>\n<p>In the open letter, the artist representatives described Suno as a &#8220;brazen smash and grab&#8221; platform, accusing it of using &#8220;unauthorized AI platform machinery trained on human artists&#8217; work&#8221;. The full text can be read here: <a href=\"https:\/\/musictechpolicy.com\/2026\/02\/23\/open-letter-say-no-to-suno\/\" target=\"_blank\" rel=\"noopener\">https:\/\/musictechpolicy.com\/2026\/02\/23\/open-letter-say-no-to-suno\/<\/a>.<\/p>\n<p>Meanwhile, closer home in Mumbai, the\u00a0National Association of Software and Service Companies (Nasscom), established in 1988 and headquartered in New Delhi,\u00a0 the premier non-profit trade association and lobby group for the Indian Information Technology (IT) and Business Process Management (BPM) industry representing over 3,600 members, held the\u00a034th edition of its Technology &amp; Leadership Forum (NTL), on\u00a0February 24\u201325, 2026. Under the theme\u00a0\u201cTech-Driven, Human-Centered\u201d, the forum also focused on \u2018The soul in the system: music in the age of machines\u2019.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-5015 alignleft\" src=\"https:\/\/www.sudeepaudio.com\/saundcheck\/wp-content\/uploads\/2026\/02\/sunitabhuyan_stage-300x200.jpg\" alt=\"\" width=\"359\" height=\"239\" srcset=\"https:\/\/www.sudeepaudio.com\/saundcheck\/wp-content\/uploads\/2026\/02\/sunitabhuyan_stage-300x200.jpg 300w, https:\/\/www.sudeepaudio.com\/saundcheck\/wp-content\/uploads\/2026\/02\/sunitabhuyan_stage-1024x682.jpg 1024w, https:\/\/www.sudeepaudio.com\/saundcheck\/wp-content\/uploads\/2026\/02\/sunitabhuyan_stage-768x511.jpg 768w, https:\/\/www.sudeepaudio.com\/saundcheck\/wp-content\/uploads\/2026\/02\/sunitabhuyan_stage.jpg 1500w\" sizes=\"auto, (max-width: 359px) 100vw, 359px\" \/>While there is no doubt that AI can integrate the seven basic notes of music (the Western diatonic scale as well as the Indian Swara system) by acting as an intelligent partner in composition, performance, and analysis, AI uses machine learning, deep neural networks, and pattern recognition to analyse musical data, understand harmonic rules, and generate melodies that may adhere to or creatively break traditional scale rules, which was amply brought to the fore during the session hosted by violinist <strong>Sunita Bhuyan<\/strong>.<\/p>\n<p>Nevertheless, Sunita \u2013 basis her vocals, and talent in playing the violin \u2013 started her conversation with the audience by performing the widely recited, powerful Hindu prayer (stotra) dedicated to Lord Ganesha, \u2018Vakratunda Mahakaya\u2019\u2019, often used as a morning prayer to start the day without obstacles, and with wisdom. Among various examples, Sunita also showcased how human inputs are essential in the creation of music characterized by the integration of emotional expression, intentionality, and physical interaction with instruments, rather than merely producing technically correct sounds. Unlike AI, which predicts patterns based on existing data, human input is driven by intuition, personal experience, and the capacity to mould musical rules for artistic effect.<\/p>\n<p>From demonstrating Bollywood examples of popular songs that utilise ragas, to utilising Indian music notes while performing the theme song from \u2018Titanic\u2019 \u2013 which Sunita admitted her western classically trained son, a piano player, often says that there are several other songs that should be utilised as examples \u2013 Sunita also spoke about the universality of AI, but that \u201cAI will always be a tool\u201d supporting human creativity. Sunita went on to provide additional musical support with her violin across Scottish Gaelic sounds, to the sounds of folk from Assam, Sunita\u2019s home state.<\/p>\n<p>Supported by keyboardist <strong>Ameya Naik<\/strong>, who is also a percussionist, this was indeed an impressive session from NTL that effectively showcased human inputs that turn sound into art by imbuing it with human consciousness and experience, even though the media &amp; entertainment may not always see eye-to-AI.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Understanding artificial intelligence within media &#038; entertAInment.<\/p>\n","protected":false},"author":11,"featured_media":5018,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[850],"tags":[],"class_list":["post-5014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-musical-passages"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Media &amp; 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