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Govt removes entry barriers to allow multiple agencies in television ratings measurement
Jul-04-2025

With an aim to foster healthy competition, bring in new technologies and align with modern TV viewing habits, the Ministry of Information and Broadcasting has proposed amendments to the Policy Guidelines for Television Rating Agencies, originally issued in 2014. The proposed draft removes some restrictive provisions for media houses to allow more players besides the current Broadcast Audience Research Council (BARC) to democratise & modernise the television audience measurement ecosystem in India.

Television viewing habits in India have undergone a significant transformation in recent years. Audiences now consume content not only through cable and DTH platforms but also via smart TVs, mobile applications, and other online streaming platforms. BARC is currently the only agency providing TV ratings and it does not track connected TV device viewership, despite it being a major trend. Existing policies had entry barriers that discouraged new players from entering the TV ratings sector. Besides, cross-holding restrictions prevented broadcasters or advertisers from investing in rating agencies. To fix these problems, the Ministry has drafted key amendments to the existing guidelines. 

The proposed amendments 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. 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.


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