LONDON, June 23 (Xinhua) -- Streaming TV giants, including Netflix and Amazon Prime, could face tighter regulation in Britain under new governmental plans to boost Britain's broadcasters and protect viewers on video-on-demand channels, the British Department for Digital, Culture, Media and Sport said Wednesday.

It said the British government will consult on whether the regulation of video-on-demand services such as Netflix and Amazon Prime need strengthening so they are subject to similar rules as traditional "linear" broadcasters such as the BBC, ITV and Sky.

It will consider whether new rules are needed to protect viewers of video-on-demand services -- such as changes to age ratings and addressing impartiality and accuracy rules for documentaries and news content -- alongside measures to level the playing field so public service broadcasters can compete with international rivals.

"This will help ensure the country has a diverse, free and pluralistic broadcasting landscape with high standards," said the department.

Currently, video-on-demand services available in Britain are not regulated to the same level as television channels, and some services, such as Netflix and Apple TV+, are not regulated in Britain at all.

Only content on the BBC iPlayer is subject to Ofcom's Broadcasting Code, which includes enhanced protections to audiences from harmful or offensive material and rules on accuracy and impartiality.

British Culture Secretary Oliver Dowden said the proposed regulation would prevent traditional broadcasters from having to "compete with one hand behind their backs".

He said that technology has transformed broadcasting but the rules protecting viewers and helping traditional channels compete "are from an analogue age", therefore it is time to build "a fair and well-functioning system".

The possible regulation could be included in a new media law that is expected to be unveiled in a white paper this autumn. Enditem

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