Govt tightens TV ratings rules, mandates 33% independent directors on agency boards

The Ministry of Information & Broadcasting (MIB) has amended key provisions of the TV Ratings Policy 2026, tightening governance norms for television audience measurement agencies and significantly expanding the scale of audience measurement infrastructure in the country.

In an order issued on May 8, 2026, a copy of which is available with e4m, the government said that at least 33% of the board of directors of television ratings agencies must comprise independent directors with no direct or indirect association with broadcasters, advertisers, or advertising agencies.

The move is aimed at strengthening neutrality, independence, and governance standards in India’s television audience measurement ecosystem, which plays a crucial role in determining advertising spends and programming strategies across the broadcasting industry.

The amendments modify several provisions of the “TV Ratings Policy 2026 – Guidelines for the Regulation of Television Ratings”, which had originally been notified on March 27, 2026.

Governance overhaul for ratings agencies

Under the revised Para 4.3 of the guidelines, the government has mandated a stronger governance framework for television ratings bodies.

“At least 33% of the Board of Directors shall comprise Independent Directors, with no direct or indirect association with broadcasters, advertisers, or advertising agencies, to ensure neutrality, independence, and high governance standards,” the order stated.

Industry executives said the amendment is intended to address long-standing concerns around conflicts of interest in audience measurement systems.

Television ratings have historically remained a sensitive issue for broadcasters and advertisers because viewership data directly influences advertising revenues, media planning, and channel positioning.

The inclusion of independent directors is expected to improve transparency and credibility in ratings operations at a time when the media industry is increasingly witnessing fragmentation of audiences across television and digital platforms.

Major expansion in TV universe measurement

The government has also substantially revised the methodology and scale for establishment surveys carried out by ratings agencies.

As per the amended Para 5.2.1, ratings companies will now be required to conduct an establishment survey to estimate the “TV universe” — defined as the total number of households owning televisions, along with their socio-economic profiles and viewing infrastructure.

The order states that the establishment survey must be conducted once every three years to account for changes in growth of television homes, shifts in demographics, expansion of new delivery platforms, and variations across regional markets.

Importantly, the government has stipulated that the number of households covered under the establishment survey must be at least ten times the number of metered homes.

The provision is expected to significantly increase the scale and statistical robustness of audience measurement exercises.

Media analysts said the revised framework could improve representation from smaller towns and emerging television markets, particularly as India’s media consumption patterns continue to evolve with rapid digitisation and the spread of connected television platforms.

Metered homes target raised to 80,000

One of the most significant changes introduced through the amendment pertains to the expansion of metered homes.

Under the revised Para 5.2.4, television ratings agencies will be required to deploy statistically sufficient metered homes and must install at least 80,000 metered homes within 18 months of registration as a Television Rating Agency.

The order further clarified that existing television rating agencies will have to increase their metered homes to 80,000 within nine months from the date of notification of the guidelines.

The government has also allowed agencies to deploy more than 80,000 metered homes depending on business requirements.

The expansion is expected to materially increase the sample size currently used for television audience measurement in India.

Industry stakeholders have for years argued that India’s television ratings system required a larger and more geographically diverse sample base to accurately reflect viewing behaviour across urban and rural markets.

A larger metered panel is expected to improve data granularity and reduce volatility in weekly ratings, especially for regional language channels and niche genres.

Existing agencies to re-register within 60 days

The government has additionally amended Para 14.1 of the policy, making the revised guidelines applicable to existing TV rating agencies as well.

The order mandates that all existing television ratings agencies must register under the amended guidelines within 60 days of notification.

The Ministry said the order will come into force with immediate effect.

Industry implications

The amendments come amid increasing scrutiny of audience measurement systems globally as advertisers seek more transparent and cross-platform metrics.

In India, the television industry has been undergoing structural changes with growing competition from OTT platforms, connected TV ecosystems, and digital video consumption.

Industry executives said the revised rules could pave the way for a more representative ratings architecture that better captures audience behaviour across India’s diverse television landscape.

The stricter governance norms are also expected to reassure advertisers, who rely heavily on television ratings data to allocate advertising budgets.

The order was issued by Shiv Ram Meena, Under Secretary to the Government of India, Ministry of Information & Broadcasting.