Govt Proposes Major Overhaul of TV Ratings Policy to Boost Competition
MIB suggests scrapping cross-holding restrictions and expanding viewership tracking to smart TVs and digital platforms.
GG News Bureau
New Delhi, 3rd July: In a move aimed at boosting competition and modernising the TV viewership measurement ecosystem, the Ministry of Information and Broadcasting (MIB) has proposed key amendments to the Policy Guidelines for Television Rating Agencies – 2014. The draft revisions seek to eliminate entry barriers and better reflect India’s rapidly evolving media consumption trends.
The government has suggested deleting clauses 1.5 and 1.7 of the existing policy, which currently restrict cross-holdings between TV rating agencies and stakeholders like broadcasters, advertisers, and advertising firms. The move is expected to open the sector to new players and technologies. Feedback on the proposed changes has been invited from stakeholders — including viewers, broadcasters, and advertisers — by August 1.
Currently, the Broadcast Audience Research Council (BARC) is the sole provider of TV ratings in India. However, BARC does not yet capture viewership data from connected TV devices, such as smart TVs and streaming platforms — a growing trend in Indian households. Of India’s 230 million TV homes, only 58,000 are equipped with people meters, representing a mere 0.025% of the total.
“This limited sample size may not adequately represent the diverse viewing preferences across regions and demographics,” the ministry said in an official statement. It also noted that current technologies fail to fully capture audience behaviour across emerging platforms like smart TVs, mobile apps, and streaming devices.
A proposed amendment to Clause 1.4 aims to ensure that rating agencies do not engage in consultancy services that could present a conflict of interest. The overarching goal is to create space for multiple rating agencies, foster innovation, and enable more representative and accurate data collection.
“As viewing habits evolve, so must the way we measure them,” the ministry said, adding that the reforms are expected to bring in more investments, enhance transparency, and strengthen infrastructure in the viewership measurement sector.
The current framework has been criticised for deterring new players and restricting investment opportunities due to its stringent cross-holding rules. The proposed changes are seen as a step toward a more dynamic, inclusive, and tech-driven TV ratings ecosystem in India.
