BARC to omit landing page ratings, mandates weekly disclosure by broadcasters

India’s television broadcasting and advertising ecosystem is set for a major recalibration after the Ministry of Information & Broadcasting (MIB) introduced revised TV ratings guidelines that effectively prohibit the inclusion of landing page-driven viewership in television audience measurement.

In a detailed advisory sent to broadcasters, BARC India has formally outlined the implementation framework for the revised policy guidelines issued by the MIB on March 27, 2026. The move is expected to have a far-reaching impact on television ratings, distribution strategies, advertising negotiations, and channel visibility metrics across the industry.

The directive states that any viewership generated through a landing page will no longer be counted in television ratings measurement. Under the revised norms, landing pages can now only function as a marketing tool and cannot contribute to a channel’s measured audience.

The communication marks one of the most significant regulatory interventions in India’s television ratings ecosystem since the overhaul of audience measurement practices following concerns over ratings manipulation in recent years.

What the New Rules Mean

Landing pages are promotional placements used by distribution platform operators (DPOs) such as cable and DTH companies, where a particular channel automatically appears when a viewer switches on the television set. Channels often pay carriage or promotional fees for prominent placement on these pages because they can generate immediate spikes in reach and impressions.

However, under the revised policy framework, BARC India has clarified that any viewing generated directly from such placements will now be excluded from official ratings.

“As per the new TV Policy Ratings Guidelines issued by the Ministry of I&B on 27th March 2026, any viewership arising out of Landing Page shall not be counted in the viewership measurement,” the communication states.

The revised directive further specifies that wherever a watermarked channel is placed on a landing page and becomes the first viewed channel in a viewing session, the corresponding viewership must be “totally omitted” from the ratings of that channel.

The same principle will apply to Barker Pages — promotional screens carrying still images or audio-visual promotions — provided the content is watermarked.

The policy is aimed at ensuring that audience measurement reflects genuine viewer choice rather than viewership driven by default placement mechanics.

Subsequent Viewing Will Continue to Count

In an important clarification for broadcasters, BARC India noted that viewership will continue to be counted if the same channel is watched subsequently during the same viewing session.

“To clarify, if the landing page channel is viewed subsequently in the same session, the viewership arising thereof would continue to be counted in the viewership estimates,” the communication said.

This effectively means that only the initial exposure generated automatically through landing pages will be excluded, while deliberate tuning by viewers after the session begins will continue to form part of official ratings.

Industry executives said the distinction is critical because it allows channels to continue using landing pages as a visibility and promotional mechanism, while preventing inflated ratings generated through passive exposure.

Broadcasters Must Now Report Landing Page Usage

The revised policy also places new disclosure obligations on broadcasters.

BARC India has informed channels that broadcasters will now be required to disclose the availability of their channels on landing pages and Barker Pages to the ratings agency.

To operationalise the framework, BARC India is introducing a dedicated reporting mechanism and compliance workflow.

Broadcasters will have to submit weekly declarations detailing all landing page and Barker Page placements across distribution platforms.

The declarations must follow a strict reporting calendar.

For every data reporting week running from Saturday to Friday, broadcasters must submit details by 8 p.m. on the preceding Thursday.

BARC India illustrated the process with an example in its communication, stating that details for Week 17 of 2026 — covering April 25 to May 1 — would have needed to be submitted by 8 p.m. on Thursday, April 23, 2026.

Secure Portal and Compliance Requirements

BARC India said broadcaster clients will receive access to a secure online portal along with individual login credentials to facilitate submissions.

Channels have been advised to coordinate with their designated BARC India SPOCs (single points of contact) to ensure compliance once the process becomes operational.

The reporting requirements are extensive and are likely to increase compliance responsibilities for both broadcasters and distribution teams.

Industry observers said the granular reporting requirements indicate that regulators are seeking tighter oversight of promotional distribution arrangements that can influence ratings.

Accountability to Rest Entirely with Broadcasters

BARC India has also made it clear that responsibility for the accuracy of disclosures will lie entirely with broadcasters.

The communication warns that if BARC India receives any complaint or contradictory information regarding submitted declarations, the matter could be escalated to the Ministry of Information & Broadcasting.

“The information submitted by concerned broadcasters must be accurate, and the responsibility of ensuring the same lies entirely with the broadcaster,” the communication noted.

The stricter compliance framework is expected to push broadcasters toward greater transparency in distribution and marketing arrangements.

Potential Impact on TV Advertising Ecosystem

The revised norms could significantly alter television advertising dynamics, particularly for channels that have historically relied on landing page placements to boost reach metrics.

Advertising rates in the television industry are closely linked to BARC ratings, which serve as the primary currency for audience measurement and media buying.

By removing landing page-generated impressions from official measurement, the new system may lead to shifts in channel rankings, changes in genre leadership positions, and potential recalibration of ad pricing strategies.

Media analysts said general entertainment channels, regional broadcasters, movie channels, and newer entrants that depend heavily on distribution-led visibility could face the biggest impact.

The move could also intensify competition for organic viewership and content-led engagement.

At the same time, the revised framework may be welcomed by advertisers and agencies seeking cleaner and more authentic audience measurement.

Over the years, sections of the industry have raised concerns that automatic tuning through landing pages artificially inflated channel reach and distorted ratings.

The MIB’s latest intervention appears aimed at restoring greater credibility and transparency to the television measurement ecosystem.

Webinar Planned for Broadcasters

To help broadcasters understand the operational and compliance implications of the revised framework, BARC India has proposed a webinar for subscribers on May 22, 2026.

The ratings agency said the session will explain the implementation process in detail, address queries from broadcasters, and help channels understand the possible impact on their businesses.

BARC India further stated that after the webinar, partnership teams would engage individually with subscribers to assist them in navigating the new reporting interface and compliance requirements.

In the interim, broadcasters have been advised to reach out to their respective BARC India contacts for clarifications.

Industry Awaits Full Implementation

The revised framework comes at a time when India’s television industry is already navigating structural changes driven by digital consumption, connected TV adoption, and evolving advertising spends.

Industry executives said the exclusion of landing page-driven viewership could accelerate a broader transition toward performance metrics based on genuine engagement rather than distribution-led visibility.

While broadcasters are still assessing the full commercial implications of the new policy, the MIB directive and BARC India’s implementation mechanism are expected to fundamentally reshape how television audiences are measured and monetised in the country.

The development is likely to trigger fresh debates around distribution practices, promotional strategies, and the future of audience measurement standards in India’s rapidly evolving media landscape.