MIB revamps decade-old TV ratings system, expands scope, tightens norms

The Ministry of Information and Broadcasting (MIB) has notified sweeping changes to India’s TV audience measurement system, mandating cross-screen measurement across platforms, excluding landing page viewership from ratings, and significantly expanding panel sizes.

The new framework lowers entry barriers to boost competition while introducing stricter corporate governance norms, enhanced audit oversight, and tighter cross-holding restrictions to prevent conflicts of interest.

The guidelines follow an eight-month consultation process spanning two draft versions. Currently, the Broadcast Audience Research Council (BARC) is the only registered TV audience measurement body in the country. Its 10-year registration expired in July 2025, and its renewal is pending with the MIB.

The new framework replaces the 2014 guidelines at a time when over 900 TV channels compete in an advertising market worth Rs 30,000–40,000 crore, where audience data underpins ad pricing and media planning.

The biggest shift is the move beyond linear television to include OTT platforms, connected TVs, and other viewing screens. The earlier regime was built around cable and DTH, but content consumption is now fragmented across platforms, including mobile, connected TV, and linear TV, enabling anytime, anywhere viewing instead of the appointment-based model of a decade ago.

The ministry has also removed landing page viewership from ratings, addressing a long-standing source of distortion. Landing pages, typically offered by cable platforms, display a default channel when a set-top box is switched on, giving broadcasters paid, automatic exposure.

Broadcasters frequently pay distribution platforms for such placement, artificially inflating ratings. In some cases, viewers were unable to switch channels for a few seconds, further amplifying the effect. The new rules allow landing pages to be used only as a marketing tool, not for ratings.

The framework also allows TV distribution platforms and OTT services to publish periodic viewership data of channels available on their platforms on their websites without requiring registration under these guidelines.

On the measurement side, rating agencies, including BARC, will be required to significantly expand their panels. The minimum panel size will increase to 80,000 homes within 18 months and scale up to 1,20,000 over time, increasing by 10,000 homes annually. This more than doubles the earlier ~50,000-home industry benchmark. The expansion is aimed at improving statistical reliability and better capturing diverse viewing behaviour across regions and platforms.

The framework also lowers entry barriers to encourage competition. The minimum net worth requirement for rating agencies has been reduced to Rs 5 crore from Rs 20 crore earlier, potentially opening the sector to new players.

At the same time, cross-holding restrictions have been retained to prevent conflicts of interest. Broadcasters, advertisers, and advertising agencies are barred from holding more than 10% stake in a rating agency. This condition will not apply to BARC, which operates as a joint industry body.

The government had considered relaxing these restrictions during the consultation process but retained them following industry concerns. A separate policy will outline foreign direct investment limits in rating agencies.

Corporate governance norms have been tightened, with at least half the board of directors required to be independent and free from links to broadcasters, advertisers, or media agencies. Currently, a majority of BARC’s board members are drawn from these stakeholders. Rating firms are also prohibited from offering consultancy or advisory services that could create conflicts of interest.

Enforcement has been significantly strengthened. Unlike the 2014 regime, which lacked a clearly defined graded framework, the new policy introduces step-wise action. Violations can lead to suspension of ratings for up to three months, along with monetary penalties, while repeated breaches could result in cancellation of registration.

Oversight will also increase, with the government setting up a dedicated audit mechanism for annual technical, statistical, and field-level reviews. Additional audits may be triggered by complaints or risk indicators, marking a shift towards continuous supervision.

The guidelines also mandate greater transparency, requiring agencies to publicly disclose methodologies, panel selection processes, ownership structures, audit reports, and pricing.

Data governance has emerged as a key pillar. Rating agencies will be required to comply with the Digital Personal Data Protection Act, 2023, and share anonymised datasets and methodologies with the government.