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The Ministry of Information and Broadcasting (MIB) released its draft amendment to the policy guidelines governing TV rating agencies is not just a regulatory shake-up—it’s an open invitation to Over-the-Top (OTT) platforms, Big Tech firms, TV manufacturers, and Distribution Platform Operators (DPOs) to enter a space long monopolized by the Broadcast Audience Research Council (BARC).

The removal of restrictive clauses marks a paradigm shift. No longer will cross-holding rules or board eligibility restrictions impede industry players from starting or investing in ratings agencies. In short, the TRP turf is up for grabs.

"The decision by MIB to allow multiple ratings agency is in the right direction. This will help the ecosystem evolve not only for linear TV but new forms of measuring screens," said LV Krishnan, CEO of TAM India.

This comes on the heels of long-standing concerns raised by the Telecom Regulatory Authority of India (TRAI) about the overreliance on BARC, which has been the sole ratings agency for years. TAM—a joint venture between Nielsen (USA) and Kantar (UK)—has applied for a license, still pending with the government.

A source close to the matter remarked, "There are chances that multiple individual players may come together and form a subsidiary to start ratings measurement systems. While Big Tech firms might align with an existing ratings agency."

Unshackling the Industry

Key deletions include Clause 1.5, which barred board members from affiliations with broadcasting, advertising, or ad agencies, and Clause 1.7, which enforced stringent cross-holding limitations. These changes open doors for advertisers, broadcasters, and even OEMs to fund or build their own measurement firms.

"This is a complete ‘U-turn’ by the MIB," said a veteran media executive. “Earlier, BARC was set up to avoid conflicts of interest. Now, with this amendment, any entity—including DPOs and advertisers—can come into the broadcast ratings space."

A Flood of Players, A Sea of Data

However, the democratization of the space could lead to chaos if not properly managed. "Many cooks spoil the soup," one observer warned. Multiple stakeholders, each with their own ratings standards, may lead to fragmented and potentially conflicting data.

Yet the opportunity is vast, especially in digital. "Digital will be the most watched segment—literally and figuratively," said a data analyst. The shift in ad dollars from TV to digital makes accurate, platform-agnostic metrics vital.

A top advertiser stated anonymously, "These changes reflect the government’s intent to reinforce credibility in TV ratings, prompted possibly by past scandals (like the TRP scam involving news channels)."

Census and Sample Crisis 

India has nearly 230 million television households but only 58,000 people meters—just 0.025% of the total. MIB’s new policy acknowledges this glaring gap. The system also overlooks emerging content delivery channels like smart TVs and OTT apps.

"BARC is currently the only agency providing TV ratings. It does not track connected TV device viewership, despite it being a major trend," noted the Ministry.

The objective is to better capture viewership across all screens and democratize access to ratings infrastructure.

OEMs: The New Gatekeepers? 

TV manufacturers like Samsung and LG are rapidly becoming the new “last mile” in viewership measurement. Their Automatic Content Recognition (ACR) tools embedded in smart TVs can track what content is being viewed—across all platforms.

"OEMs are the new last mile," said Vishal Khanna, founder of Media Pro Research. “They’ve replaced MSOs in data access. With ACR, they can see what’s being watched, but they don’t know who is watching.”

He emphasized the need for robust consent systems under India’s Digital Personal Data Protection Act (DPDPA). “OEMs must get explicit user consent before tracking content via ACR.”

Consent and Chaos

Gowthaman Ragothaman, CEO of Aqilliz, warned about potential fragmentation. "If every Big Tech company starts building their own attribution model without collaboration, it’ll be more of a cacophony than a symphony."

He noted, "Cross Media Measurement needs privacy-compliant virtual identities, which requires large-scale collaboration. While clause 1.4 allows for non-conflicting business beyond audience measurement, it’s a double-edged sword."

Connected TV: The New Battleground

India’s Connected TV (CTV) base has surged from 20 million in 2021 to over 45 million in 2024. Ad spends on CTV have jumped from ₹450 crore in 2022 to ₹1,500 crore in 2024, projected to touch ₹2,500 crore by end-2025.

Prashant Puri, Co-founder of AdLift, argues for integration. "To truly capture viewership in today’s fragmented ecosystem, we need a unified approach that combines data from OEMs, DPOs, and traditional panels."

Shashi Shekhar Vempati, former CEO of Prasar Bharati and current BARC board member, sees the MIB's consultation as part of a broader continuum. “Some recommendations were adopted by BARC, while others were left for further deliberation. What we are seeing now is perhaps the next phase of that.”

On the consultation process, Vempati remarked, “The ministry is hearing from stakeholders across the spectrum — advertisers, broadcasters, agencies. A final decision will only come after that process is complete.”

While new entrants prepare to jump in, Vempati cautions: “Even if new guidelines are adopted, new agencies will need to conduct establishment surveys and install meter bases. This won’t happen until census data becomes available—likely by 2027 or 2028.”

On whether India is ready for multiple currency systems, Vempati noted that unlike countries with more fragmented content ecosystems, India's media landscape may not necessitate parallel ratings frameworks.
“CTV platforms could potentially offer a viable path forward,” he added. “The content here is often different from satellite TV and doesn’t fall under traditional licensing frameworks.”

The Road Ahead

While the proposed liberalization promises more transparency, innovation, and competition, industry veterans stress the need for caution. Without standardization and strong privacy safeguards, India could be trading a monopoly for a free-for-all.

As MIB opens the floor for public and industry feedback, one thing is clear: India’s audience measurement game is undergoing its biggest shake-up in decades. The next phase will determine whether this results in a ratings renaissance—or a data dilemma.

MIB opens ratings market: Without Census, TRP reboot risks data gaps, warn experts

The Ministry of Information and Broadcasting’s renewed consultations on audience measurement have set the stage for a possible multi-agency ratings regime in India. Yet, even as the debate unfolds, Broadcast Audience Research Council — currently the only licensed body — appears undeterred. Shashi Shekhar Vempati, former CEO of Prasar Bharati and an independent board member of BARC, says the agency is equipped to adapt to policy shifts.

Vempati, also a co-founder of the DeepTech for Bharat Foundation spoke about BARC's capability in already laying the foundation for future-ready measurement systems.

Talking about MIB's July 2 announcement on liberalisation of TRP system in India, “This latest consultation is not an isolated event,” says Vempati. “It’s a continuation of an earlier process where a committee had been set up to review the ratings guidelines. Some of its recommendations were adopted by BARC, while others were left for further deliberation. What we are seeing now is perhaps the next phase of that.”

The MIB recently issued an advisory signalling a shift toward a multi-agency ratings ecosystem, sparking intense debate among broadcasters, advertisers, and media planners. However, Vempati cautions against jumping to conclusions. “It’s still at a consultation stage. The ministry is hearing from stakeholders across the spectrum — advertisers, broadcasters, agencies. A final decision will only come after that process is complete.”

<a href="https://www.storyboard18.com/television/mib-opens-trp-market-otts-dpos-and-big-tech-can-now-set-up-ratings-agency-72762.htm">Read More: MIB opens TRP market: OTTs, DPOs, and Big Tech can now set up ratings agency</a>

Responding to criticism that BARC was not kept in the loop before the advisory was issued, Vempati maintains that the ministry’s approach is in line with its role. “BARC is a licensee — currently the only one — and a regulator is not obligated to consult a licensee before such moves. The regulator is expected to consult the entire industry.”

The evolution of India’s advertising and media ecosystem — with the meteoric rise of digital platforms and the increasing penetration of connected TVs — has made a reassessment of the ratings system inevitable, according to Vempati. “We’ve seen major shifts — the growth in advertising and the boom in digital and connected content consumption. This course correction was due.”

But he’s quick to note that any major changes won’t materialize overnight. “Even if recommendations are adopted and new guidelines notified, any new agency that enters the fray will have to go through the same rigorous process — from conducting an establishment survey to deploying a robust meter base. None of this can happen until the census data becomes available, likely only by 2027 or 2028.”

While some advertisers have expressed a desire to see BARC “ramp up” and compete fiercely with any newcomers, Vempati says it's too early to assess what kind of competition might emerge. “We don’t even know who the competition is yet. First, we need to see the final guidelines and whether any new entities even apply for a license under them.”

Still, he acknowledges that BARC has done its internal homework. “A lot of groundwork has been laid historically, especially in cross-media measurement. I’m confident BARC will take the necessary steps in response to these developments.”

Whether India is ready for a multi-currency ratings system is still unclear, Vempati explains. “Internationally, different countries have different models. In the US, for instance, terrestrial broadcasting is still dominant, and different platforms carry very different types of content. Hence, separate ratings systems exist for each.”

In India, however, the content ecosystem is less fragmented. “We don’t have a strong terrestrial broadcasting layer anymore. So unless there is clarity on what exactly new licensees would be measuring — linear TV, Connected TV, digital OTT — it’s difficult to say whether multiple ratings systems make sense here.”

Vempati also questions whether new entrants like DPOs, OTT platforms, or tech giants could meet the high standards mandated in the current guidelines. “It’s not just about generating data. You need to comply with regulations, conduct an establishment survey, and install a wide network of meters. If BARC, an industry-backed body, finds this a challenge, it’s hard to imagine a single entity pulling it off profitably — unless it’s digital, where data collection can be more software-based.”

Even in digital, there are hurdles. “If someone claims to measure YouTube, what exactly are they measuring? YouTube hosts a vast range of content — much of it unlicensed or user-generated. And will platforms like Google even share that level of data? Highly unlikely.”

While the future of new TV measurement licensees remains uncertain, Vempati believes Connected TV (CTV) presents the most immediate opportunity for innovation. “CTV platforms could potentially offer a viable path forward. The content here is often different from satellite TV, and it doesn’t fall under the traditional licensing framework. So yes, CTV could be a distinct domain where measurement evolves.”

As for TAM — the former rival to BARC — and speculation that it may re-enter the ratings arena, Vempati is cautious. “I can’t comment specifically on TAM. But let’s be clear — the bar for entry is high. There are strict criteria, substantial operating costs, and the necessity of updated census data. This is not something that will happen overnight.”

Ultimately, Vempati sees the current consultations not as a disruptive overhaul, but as a forward-thinking recalibration of India's media measurement system. “There are many hoops to cross before we see tangible changes. But we’re definitely heading into a more nuanced and dynamic ratings future — one that reflects the changing nature of how India watches, consumes, and engages with content.”

<a href="https://www.storyboard18.com/television/oems-big-tech-in-fray-indias-media-ratings-overhaul-to-face-dpdpa-headwinds-72990.htm">Read More: OEMs, Big Tech in fray; India’s media ratings overhaul to face DPDPA headwinds</a>

<a href="https://www.storyboard18.com/how-it-works/trai-chairman-pushes-for-multiple-audience-measurement-rating-agencies-64162.htm">Read More: TRAI Chairman pushes for multiple audience measurement rating agencies</a>

EXCLUSIVE: ‘BARC has done its homework, ready for next chapter,’ says Shashi S Vempati

As India opens its doors to multiple ratings agencies, the battle for credible audience measurement is heating up—TV manufacturers, Big Tech firms, and DPOs are fast becoming the central players in this high-stakes transformation of how media consumption is tracked and monetized.

The Ministry of Information and Broadcasting’s (MIB) recent decision to allow multiple measurement firms has shaken up the long-standing monopoly of traditional audience rating systems. While this move promises to foster competition and innovation, it also ushers in a new set of challenges—particularly around data standardization and user privacy under India’s stringent Digital Personal Data Protection Act (DPDPA).

Smart TV manufacturers are no longer just hardware sellers. With Automatic Content Recognition (ACR) software embedded in millions of connected TVs, OEMs are sitting on an ocean of granular viewership data across platforms—from linear broadcasts to YouTube and OTT apps.

“OEMs are the new last mile,” said Vishal Khanna, founder of Media Pro Research. “They’ve replaced MSOs in data access. With ACR, they can see what’s being watched, but they don’t know who is watching. That makes consent and privacy frameworks absolutely critical.”

Khanna said, “Privacy is a major concern. OEMs must get explicit user consent before tracking content via ACR. There’s a fine balance to strike between collecting meaningful data and respecting consumer rights. Consent frameworks will need to be transparent and compliant with Indian privacy regulations.”

While policymakers and technologists continue to debate the ideal measurement architecture, the market for Connected TV (CTV) in India is already booming. India’s CTV household base has more than doubled, growing from 20 million in 2021 to over 45 million in 2024. According to data from Kantar, this number is expected to reach between 60 and 65 million by 2026.

<a href="https://www.storyboard18.com/television/mib-opens-trp-market-otts-dpos-and-big-tech-can-now-set-up-ratings-agency-72762.htm">Read More: MIB opens TRP market: OTTs, DPOs, and Big Tech can now set up ratings agency</a>

Gowthaman Ragothaman, CEO of Aqilliz and a media veteran, pointed out two major fault lines in India’s measurement evolution. He warns that without a unified approach to cross-media measurement, risking fragmentation of the ecosystem even further. If every Big Tech player starts building their own attribution model without collaboration, it’ll be more of a cacophony than a symphony.

Ragothaman said, “Cross Media Measurement need privacy compliant virtual identities, which requires large scale collaboration of all the key big tech companies. While MIB has relaxed clause 1.4 which offers the ratings agency to pursue non-conflicting businesses beyond audience measurement, this is a double edged sword. This situation should not encourage multiple platforms offering very many measurement solutions, one that cannot be compared at all.”

Ragothaman explained, “One area which the measurement agencies are ignoring is the impact of DPDP Act, that too with the India specific Consent Management system. Big Tech companies and TV OEM need to call out specifically and explicitly that a consumers viewer behaviors are now being used for individual and aggregated measurement. If every big tech company starts to build their won attribution measurement solutions without a proper universe estimation and cross media measurement solutions through collaboration, it be more of a cacophony than a music in measurement.”

Ad dollars are quickly shifting to where the audiences are. In just two years, CTV advertising spend in India surged from ₹450 crore in 2022 to ₹1,500 crore in 2024. By the end of 2025, this is projected to reach between ₹2,300 crore and ₹2,500 crore. Currently, CTV accounts for just 1.5% of the total digital ad spend, but this is expected to rise sharply to 7–8% within the next 12 to 18 months.

<a href="https://www.storyboard18.com/television/breaking-mib-proposes-amendments-to-trp-guidelines-seeks-public-feedback-72734.htm">Read More: Breaking: MIB proposes amendments to TRP guidelines, seeks public feedback</a>

Prashant Puri, Co-founder of AdLift, believes the solution lies in integration—not isolation. Puri said, “To truly capture viewership in today’s fragmented ecosystem, we need a unified approach that combines data from OEMs, DPOs, and traditional panels. OEMs like Samsung and LG provide valuable ACR data showing what’s on screen, but the bigger challenge is aligning stakeholders—Big Tech, DPOs, and OEMs—all of whom are competing over data ownership and monetisation.”

Puri said, “The way forward is a joint industry body backed by transparent measurement standards and clear government guidelines. Globally, hybrid models like those in the US and UK blend panel and smart TV data under strict privacy rules. In India, too, privacy will be a key concern—without strong user consent and anonymisation, we risk losing consumer trust.”

<a href="https://www.storyboard18.com/television/only-0-025-of-tv-homes-measured-mib-critiques-flawed-trp-metrics-72903.htm">Read More: Only 0.025% of TV homes measured: MIB critiques flawed TRP metrics</a>

OEMs, Big Tech in fray; India’s media ratings overhaul to face DPDPA headwinds

The Ministry of Information and Broadcasting (MIB) had called for major reforms to India’s television audience measurement system, in a first the Ministry has now cited critical gaps in how the current framework captures viewership in a digital-first era.

In its assessment, the Ministry stated: “India currently has approximately 230 million television households. However, only about 58,000 people meters are presently used to capture viewership data, representing just 0.025% of the total TV homes.”

This minuscule sample, according to the Ministry, undermines the reliability of the Television Rating Points (TRP) system, especially in a country as demographically diverse as India. The current system, managed solely by the Broadcast Audience Research Council (BARC), also fails to include data from smart TVs, OTT platforms, and mobile apps—areas where audience attention is rapidly shifting.

The Ministry further noted that: “BARC is currently the only agency providing TV ratings. It does not track connected TV device viewership, despite it being a major trend.” This admission underscores the need for an updated ratings framework that reflects contemporary viewing patterns across platforms and devices.

The Ministry stated, "Moreover, the existing audience measurement technology does not sufficiently capture viewership on emerging platforms such as smart TVs, streaming devices, and mobile applications, which are witnessing growing adoption among audiences. This gap between evolving viewing patterns and the current measurement framework can affect the accuracy of ratings, which in turn may influence revenue planning for broadcasters and advertising strategies for brands."

One of the central goals of the proposed amendment is to democratise the TV ratings industry. MIB acknowledged, “Existing policies had entry barriers that discouraged new players from entering the TV ratings sector.”

Key among those barriers were clauses preventing broadcasters or advertisers from investing in rating agencies, as well as strict limitations on company activities outlined in the Memorandum of Association. The revised Clause 1.4 now states “The company shall not undertake any activity like consultancy or any such advisory role, which would lead to a potential conflict of interest with its main objective of rating.”

The Ministry has also proposed removing clauses 1.5 and 1.7—long viewed as hurdles for new entrants. The goal, it said, is to “Allow multiple agencies to foster healthy competition, bring in new technologies, and provide more reliable and representative data especially for connected TV platforms.”

The Ministry has invited feedback from industry stakeholders and the general public within 30 days of the draft’s issuance. It emphasized that the reforms aim to allow multiple agencies to foster healthy competition, bring in new technologies, and provide more reliable and representative data especially for connected TV platforms. 

MIB further stated that, "As viewing habits evolve, so must the way we measure them. The amendments will also enable more investments from broadcasters, advertisers, and other stakeholders to improve rating technology and infrastructure. With these reforms, India aims to build a more transparent, inclusive, and technology-driven TV rating ecosystem." 

Only 0.025% of TV homes measured: MIB critiques flawed TRP metrics

TAM Media Research, the media data intelligence firm and joint venture between Nielsen (USA) and Kantar (UK), is gearing up for a fresh innings in India’s ratings ecosystem. The company is in talks of securing partnerships with Big tech firms and Distribution Platform Operators (DPOs) to launch a multi-screen Digital audience measurement service.

This renewed push comes as the Ministry of Information and Broadcasting (MIB) liberalizes key norms governing television and media ratings in India. TAM, which has operated in the Indian market for over two decades, had already applied for a license to function as an audience measurement body under the revised policy framework. The license if which is pending with MIB.

TAM CEO LV Krishnan told Storyboard18 that the government's move to encourage multiple rating agencies is a progressive step that will catalyze the evolution of multi-screen measurement — a shift that will better serve platforms and advertisers in the digital age.

“We are closely working with DPOs and Big Tech platforms to bring them onboard for measuring audiences across screens,” Krishnan said. He confirmed that TAM will continue to provide backend services to Broadcast Audience Research Council (BARC) India, especially through their joint venture Meterology Data Pvt Ltd (MDL), where BARC holds a 51% stake and TAM 49%.

While BARC India will remain focused on linear television, TAM is charting a new course with its emphasis on digital and cross-platform measurement. "Our primary focus is to enhance digital and multi-screen measurement. BARC mainly focuses on linear TV while we aim to expand beyond that,” Krishnan explained.

The move comes in the wake of the MIB’s draft policy amendments released on July 2, which have significantly relaxed ownership and governance restrictions. Clause 1.5, which prohibited board members of ratings agencies from having roles in broadcasting or advertising firms, has been scrapped. So has clause 1.7, which restricted cross-holdings between rating agencies and media or advertising companies, as well as among multiple ratings bodies.

Storyboard18 had first reported that the removal of key restrictions governing the television and digital audience measurement industry will now open the floodgates for new entrants such as OTT players, DPOs and Big Tech firms to launch their own ratings agencies. The move is set to intensify competition and disrupt the monopoly long held by the Broadcast Audience Research Council (BARC).

With these constraints now lifted, OTT platforms, DPOs, and large advertiser consortiums can now independently set up or invest in audience measurement agencies. The Ministry has invited public comments on the draft guidelines for a 30-day period from the date of issuance.

Industry experts warn that a proliferation of rating agencies, while promoting competition, may also create confusion and diminish credibility. “Many cooks spoil the soup,” one observer noted, cautioning that with so many stakeholders launching their own agencies, the industry could face fragmented data, inconsistent methodologies, and disputes over reliability.

Still, experts agree that credibility will become the single most important differentiator. “Trust will matter more than ever,” said a senior executive from a leading media buying agency. “Brands will only rely on ratings that are transparent, independent, and technically robust.”

TAM’s re-entry into the fray could reshape India’s media measurement landscape at a time when digital consumption is outpacing traditional television, and advertisers are seeking sharper insights into viewer behavior across devices.

<a href="https://www.storyboard18.com/television/mib-opens-trp-market-otts-dpos-and-big-tech-can-now-set-up-ratings-agency-72762.htm">Read More: MIB opens TRP market: OTTs, DPOs, and Big Tech can now set up ratings agency</a>

<a href="https://www.storyboard18.com/how-it-works/trai-chairman-pushes-for-multiple-audience-measurement-rating-agencies-64162.htm">Read More: TRAI Chairman pushes for multiple audience measurement rating agencies</a>

EXCLUSIVE: TAM to maintain BARC JV Role, sets sights on Big Tech and DPO alliances

The Ministry of Information and Broadcasting (MIB) released a draft amendment to the policy guidelines governing Television Rating Agencies in India. The removal of key restrictions governing the television and digital audience measurement industry will now open the floodgates for new entrants such as OTT players, DPOs and Big Tech firms to launch their own ratings agencies. The move is set to intensify competition and disrupt the monopoly long held by the Broadcast Audience Research Council (BARC).

TAM India's CEO LV Krishnan welcomed the decision made by Ministry of Information and Broadcasting and said, "The decision by MIB to allow multiple ratings agency is in the right direction. This will help the ecosystem evolve not only for linear TV but new forms of measuring screens." 

TRAI had earlier highlighted concerns regarding the current system's dependence on a single provider- the Broadcast Audience Research Council (BARC) in the past, it is to be noted that media research firm TAM, a joint venture between Nielsen (USA) and Kantar (UK) had applied for a license as a ratings and audience measurement body with the MIB. The license of which is pending with the government. 

A source close to the development said, "There are chances that multiple individual players may come together and form a subsidiary to start ratings measurement system. While Big tech firms might align with an existing ratings agency." 

<a href="https://www.storyboard18.com/television/breaking-mib-proposes-amendments-to-trp-guidelines-seeks-public-feedback-72734.htm">Read More: Breaking: MIB proposes amendments to TRP guidelines, seeks public feedback</a>

The government has removed clause 1.5, which earlier barred board members of television rating companies from being involved in broadcasting, advertising, or running an ad agency.

It has also deleted clause 1.7, which imposed strict cross-holding restrictions. These rules had prevented any single company or its related entities from holding major stakes in both rating agencies and broadcasters, advertisers, or ad agencies. It also restricted holding stakes in more than one rating agency and applied the same rules to individual promoters. Essentially, the deleted clause aimed to prevent any overlap between ownership of rating agencies and media or advertising businesses.

With constraints now been lifted, paving the way for Over-the-Top (OTT) platforms, Distribution Platform Operators (DPOs), and even large advertiser consortiums to float or invest in independent audience measurement bodies.

“This is a complete ‘U-turn’ by the MIB,” said a veteran media executive. “Earlier, BARC was established after recommendations by TRAI and the Amit Mitra committee, aiming for an industry-driven ratings system. The same TAM that was pushed out eventually became BARC’s service provider. Now, with this amendment, anyone—including DPOs and advertisers—can enter the broadcast ratings space by forming a separate entity.”

The executive said, “Now with this amendment anyone can come into broadcast audience measurement, which includes DPOs if they form a separate company. Earlier, MIB wanted BARC to be the only agency involved in audience measurement but this will change the narrative. So effectively any entity including OTT players, Big Tech companies can apply to run a ratings agency now. No restrictions from cross holdings perspectives.” 

Industry experts warn that a proliferation of rating agencies, while promoting competition, may also create confusion and diminish credibility. “Many cooks spoil the soup,” one observer noted, cautioning that with so many stakeholders launching their own agencies, the industry could face fragmented data, inconsistent methodologies, and disputes over reliability.

Still, experts agree that credibility will become the single most important differentiator. “Trust will matter more than ever,” said a senior executive from a leading media buying agency. “Brands will only rely on ratings that are transparent, independent, and technically robust.” 

The new entrants are expected to place a heavier emphasis on digital measurement, given the rapid shift in consumer habits. OTT platforms, in particular, are keen to create reliable viewership metrics that help quantify their growing influence, especially as ad dollars shift from traditional TV to digital.

“Digital will be the most watched segment—literally and figuratively,” said a data analyst. “New players will have to heavily invest in technology, data analytics, and panel systems to compete with legacy structures like BARC.”

Interestingly, the MIB's move will benefit advertisers. Crucial takeaways for advertisers include: 

Greater Trust in Ratings: With advisory/consulting roles banned for rating agencies, ratings data becomes more independent and reliable, which helps advertisers make better decisions.

Improved ROI Measurement: Trustworthy viewership data allows brands to allocate ad spend more effectively, especially as digital vs. TV budgeting tightens.

Strategic Reassessment: Some advertisers might recalibrate marketing plans based on more transparent TRP insights, possibly increasing spends on high-performing content platforms.

A top advertiser on condition of anonymity said, "These changes reflect the government’s intent to reinforce credibility in TV ratings, prompted possibly by past scandals (like the TRP scam involving news channels). They signal a more transparent, competitive, and accountable ecosystem for stakeholders across broadcasting, advertising, and media analytics." 

The Ministry has invited feedback on the draft amendments within 30 days from the date of publication of the notice.

<a href="https://www.storyboard18.com/how-it-works/trai-chairman-pushes-for-multiple-audience-measurement-rating-agencies-64162.htm">Read More: TRAI Chairman pushes for multiple audience measurement rating agencies</a>

<a href="https://www.storyboard18.com/special-coverage/ott-and-tv-audiences-one-measurement-system-one-currency-or-multiple-currencies-35352.htm">Read More: OTT and TV audiences: One measurement system, one currency or multiple currencies?</a>

MIB opens TRP market: OTTs, DPOs, and Big Tech can now set up ratings agency

In a significant move set to impact Indian broadcast media measurement, the Broadcast Audience Research Council (BARC) India has announced it will no longer release data on a 4-week rolling average basis. Starting June 26, 2025, BARC will provide weekly unrolled viewership estimates, marking a major shift in how television ratings are reported.

The transition is expected to benefit news channels and broadcasters by offering a more immediate and transparent view of audience behaviour. According to BARC’s latest advisory, the new methodology will allow advertisers and content owners to track channel performance on a weekly basis, enabling quicker decision-making and sharper insights into viewer trends.

The four-week rolling average was initially implemented when the ratings for the news genre were resumed on March 17, 2022, after a 17-month hiatus prompted by the alleged TRP scam. However, a group of broadcasters had sought unrolled data from BARC. The ratings agency then approached MIB for its permission.

An email advisory sent to BARC subscribers, accessed by Storyboard18, reads:

"Pursuant to the decision of the BARC India Board, and after getting all other necessary clearances, we are pleased to announce that effective Week 24’25 (Sat 14th June to Fri 20th June 2025), we will no longer release data on a 4-week rolling average basis. Viewership estimates of all genres, starting 26th June 2025, will be reported weekly without rolling."

The advisory also cautioned stakeholders:

"Please be advised that with this switch, caution should be drawn when trending ADRS (Rolled Data) based data with unrolled data, given the differences in the methodology and estimates."

"The special YUMI licence issued to concerned broadcasters for accessing unrolled data of their own channels, will continue to be operative to enable them to access their historical data."

"However, unrolled data of channels which was not released to the ecosystem during the "rolled data period" (Week 10’22 to Week 23’25), would not be retrospectively made available to subscribers." 

To support broadcasters during the transition, the YUMI licence issued for accessing channel-specific unrolled data will remain active, ensuring continuity in access to historical records. However, BARC clarified that data from channels not released during the “rolled data period” (Week 10’22 to Week 23’25) will not be retrospectively provided.

A senior broadcaster welcomed the move, calling it a long-awaited step. “This long-pending demand has been finally addressed by BARC. This will help understand the news channel viewership in entirety, unlike earlier, when the 4-week rolling average data had complexities,” the broadcaster told Storyboard18.

The industry has widely interpreted the shift as a positive development that enhances the credibility, accountability, and agility of TV viewership metrics in India.

Storyboard18 has reached out to BARC for an official comment. This article will be updated if a statement is received.



From June 26, BARC to release weekly unrolled viewership data

The recent military offensive Operation Sindoor has catapulted TV news viewership to unprecedented heights. According to Broadcast Audience Research Council (BARC) India, a staggering 507 million viewers tuned into news broadcasts during Week 18 (May 3rd to 9th, 2025), marking the highest weekly news audience in recent history.

The military operation, executed by the Indian Armed Forces against terror hubs in Pakistan, captivated the nation, with dramatic developments unfolding over three key days—May 7th, 8th, and 9th. During this period, the news genre surged to command 16% of total TV viewership, a dramatic increase from its usual 6%.

Week 18 of 2025 not only saw a spike in general viewership but also set a new benchmark for Hindi news channels, which recorded the highest Gross Rating Points (GRPs) ever at 254. This surpasses previous high-engagement events such as the 2024 Lok Sabha election results (235 GRPs) and the 2022 state election results (211 GRPs).

Hindi news channels reported an Average Time Spent (ATS) of 60 minutes—up 67% compared to the weeks preceding the Pahalgam terror attack. Hindi news share in the Hindi Speaking Market (HSM) jumped from 3% to 13% between Wednesday and Friday of Week 18. For viewers aged 15 and above, the share rose from 4% to 15%, even surpassing the viewership levels seen during the 2016 surgical strikes.

Daily tune-ins to Hindi news skyrocketed during the critical days, increasing from 73 million to an astonishing 142 million viewers.

Government Briefings Draw Massive Audiences

Key briefings by the Ministry of External Affairs (MEA) drove significant spikes in viewership. BARC India reported the following surges compared to pre-Pahalgam weeks:

Wednesday (10:36–11:00 AM): +509%

Thursday (5:45–6:25 PM): +125%

Friday (5:33–5:55 PM): +242%

One of the most significant findings was the influx of new viewers. Around 65 million individuals who had not watched Hindi news in the past month tuned in during Operation Sindoor week, highlighting the operation's broad national impact and the public's reliance on television news for real-time updates.

Operation Sindoor drives record TV news viewership: 507 million tuned in, 65 million new viewers

The Delhi High Court has granted a relief to the Indian Broadcasting and Digital Foundation (IBDF),by granting an exemption from tax payments under Sections 11 and 12 of the Income Tax Act, 1961. These provisions govern the taxation of income derived from property held in trust for charitable or religious purposes.

Section 11 allows for the exemption of income from property held for charitable or religious purposes, provided that such income is used for the trust’s objectives and investments are made in the prescribed modes under Section 11(5) of the Act. Section 12 extends this exemption to voluntary contributions received by a trust or institution, treating them as income derived from property held under trust.

The benefits under Sections 11 and 12 are subject to the conditions outlined in Section 13 of the Act, which specifies situations in which exemptions may be denied, particularly for investments that do not comply with the modes specified under Section 11(5). A division bench comprising Justices Vibhu Bakhru and Dr. Swarana Kanta Sharma reviewed the Department's appeal against an ITAT ruling that allowed IBDF to claim the exemption.

The Assessing Officer (AO) had denied IBDF’s claim under Sections 11 and 12 after the organization purchased shares in BARC worth ₹15 lakh and allocated ₹45 lakh as share application money.

According to the AO, these transactions constituted "investments" made in violation of Section 11(5).

IBDF argued that its allocation of funds toward BARC’s equity capital was directly aligned with its objectives and complied with directives from the Ministry of Information and Broadcasting, as well as recommendations from the Telecom Regulatory Authority of India (TRAI).

IBDF further asserted that the funds were deployed solely to fulfill its objectives and not to generate income. Therefore, it should be classified as an application of income rather than an investment.

The ITAT found that both IBDF and BARC are not-for-profit entities, and BARC’s Memorandum of Association explicitly prohibits the distribution of dividends or surplus to shareholders, reinforcing the fact that the funds were used strictly for charitable purposes.

Recognizing the validity of this reasoning, the High Court ruled:

“BARC, being a company registered under Section 25 of the Companies Act, is legally prohibited from distributing any dividends or profits to its shareholders. Additionally, in the event of liquidation, BARC’s Memorandum of Association mandates that any surplus must be transferred to another company registered under Section 25 of the Companies Act with similar objectives, thereby eliminating any possibility of personal gain or profit for the Assessee from the deployment of funds.”

Emphasizing that an essential feature of an investment is the intent to generate a return, profit, or income, the High Court further stated:

“The application of funds by the Assessee in BARC does not qualify as an ‘investment’ under Section 11(5), read with Section 13(1)(d) of the Act, as the deployment was not intended to yield income, profit, or return, but was made in compliance with a statutory and regulatory obligation to further the Assessee’s charitable objectives.”

The High Court also upheld IBDF’s argument that its role in the formation and promotion of BARC was neither voluntary nor discretionary but was mandated by the Central government’s policy, as supported by recommendations from both TRAI and the Standing Committee of Parliament.

As a result, the appeal was dismissed, and IBDF was granted exemption under Sections 11 and 12 of the Act.

Delhi HC grants tax exemption to Indian Broadcasting & Digital Foundation

The Broadcast Audience Research Council (BARC) is all geared up to launch its first-ever measurement survey for Connected TV (CTV) consumption in India. BARC has identified the premium households and will be holding a series of meetings with the OTT players. The premium panels will be installed by April 2025. 

The BARC had ordered over 5,000 premium panels to measure CTV consumption in the country. The BARC was facing a roadblock in identifying premium households. A source close to the developments said, “BARC has identified premium households and will install the panels by April.” 

Storyboard18 had first reported about BARC's plan for a unified measurement system. 

The source said, “The major challenge is around the participation of OTT platforms for the measurement but BARC is adamant to go ahead with the plan.”

BARC has constantly been trying to make TV audience measurement more holistic. They already have close to 55000 home panels after adding 25000 new panel homes to their existing roster.

With the expanded measurement, BARC can comprehensively understand linear TV and CTV consumption trends and offer deeper insights into audience engagement across platforms, which will benefit the advertising ecosystem.

Connected TV is the fast- emerging market for advertising and hence BARC intends to measure it for a long time. According to GroupM’s ' This Year Next Year ' report, India's connected TV advertising spends are forecasted to grow at a CAGR rate of 47% by 2027, indicating substantial accelerated growth in advertising spend.

Back in 2019, BARC had launched PrimaVU to measure premium homes viewership patterns. Through PrimaVU, BARC India also introduced the industry first concept of 'viewing minutes' which was basically the sum of all individuals watching an event based on the time spent by them. PrimaVU was a separate product and not part of the currency panel measurement.

<a href="https://www.storyboard18.com/interviews/barc-to-launch-new-meters-to-measure-premium-households-exclusive-29269.htm">Read more: BARC to launch new meters to measure premium households: EXCLUSIVE</a>