#e4mExclusive:  Chrome DM seeks MIB nod for unified ratings framework powered by RPD and APIs

Chrome Data Analytics & Media Pvt. Ltd. has proposed a sweeping overhaul of India's audience measurement ecosystem, urging the Ministry of Information & Broadcasting (MIB) to replace the current panel-based television ratings methodology with a unified, digital-first measurement framework that combines television and digital viewership into a single ratings system.

In a note (a copy of which is with e4m) addressed to Information & Broadcasting Minister Ashwini Vaishnaw, Chrome DM Founder and CEO Pankaj Krishna argued that India's existing television audience measurement architecture has become "obsolete and impractical" due to technological limitations and the rapidly changing media consumption landscape.

The proposal comes at a time when the government has been reviewing India's television ratings framework amid growing industry discussions around Connected TV (CTV) measurement, digital convergence and the need for more comprehensive audience metrics.

Existing panel system 'unviable'

According to the note, the current people meter-based methodology suffers from structural limitations that make large-scale expansion economically and operationally difficult.

Chrome DM said each people meter installation costs approximately ₹25,000, making any substantial increase in panel size financially burdensome. Even if the panel were expanded to one lakh meters, it would still represent only a tiny fraction of India's population of over 1.44 billion people spread across 28 states, eight Union Territories and more than 120 languages, the company argued.

The company further claimed that finite audience panels are inherently susceptible to data leakage at multiple stages.

According to the submission, the first point of vulnerability is the panel household itself. Additional risks emerge through field installation and servicing personnel who have access to multiple panel homes, while referral-based deployment practices can further increase the possibility of panel identification and misuse.

Digital now outweighs linear television

To underline the need for a new measurement framework, Chrome DM cited media consumption figures indicating that digital platforms now command significantly larger audiences than conventional television.

The note stated that digital media consumption—including Connected TVs, OTT platforms, smartphones, browsers and smart television environments—currently reaches about 1.206 billion individuals. In comparison, linear television, comprising cable and DTH platforms, reaches around 682 million individuals across approximately 169.6 million households.

The company argued that these consumption patterns necessitate a measurement architecture capable of tracking audiences seamlessly across television and digital platforms.

Two-pillar framework proposed

Chrome DM has proposed that the government mandate two key data sources to establish what it describes as a unified and transparent audience measurement ecosystem.

First, it recommended mandatory access to Return Path Data (RPD) from set-top boxes across all Multi System Operators (MSOs). According to the company, RPD would provide scalable and transparent television measurement by capturing actual viewing behaviour directly from television distribution networks.

Second, the proposal calls for OTT platforms, Connected TV services and mobile service providers to provide API access to authorised audience measurement agencies. Such access, Chrome DM argued, would enable real-time capture and reporting of digital consumption data across multiple devices and platforms.

The company said combining these two data streams would allow India to create a unified ratings system capable of measuring audience behaviour across cable television, DTH, OTT platforms, Connected TVs, mobile devices and browsers in real time.

Claims technological readiness

Chrome DM said it already possesses the technology and infrastructure required to operationalise such a framework immediately.

According to the submission, the company has been measuring television distribution and consumption intelligence since 2008 and expanded into digital audience behaviour measurement in 2021. It stated that it works with major broadcasters across news and entertainment genres while also serving OTT, Connected TV and broader digital platforms.

The company also highlighted its indigenous technology stack covering data collection, validation, analytics, reporting and dashboarding, alongside infrastructure capable of processing large-scale, cross-platform audience data.

Chrome DM argued that a unified audience measurement system would benefit broadcasters, digital platforms, advertisers, media agencies, policymakers and the wider media ecosystem by offering more transparent and comprehensive audience insights.

Live dashboard showcased

As part of its proposal, Chrome DM attached screenshots of what it described as a ready-to-deploy live dashboard capable of tracking media consumption across Connected TVs, mobile devices, native applications, third-party apps and web browsers.

The dashboard is designed to provide metrics including peak views, average views, cumulative views and live audience figures for selected television channels over specified periods. It also tracks trending keywords from leading news feeds, according to the submission.

In the note, Krishna highlighted his nearly three decades of experience in the media and entertainment industry, including leadership roles at STAR, India Today Group and UTV before founding Chrome DM. He said the company would be willing to present its technological capabilities and recommendations to the ministry should it deem the proposal appropriate for further consideration.