Has the shift from TAM to BARC delivered?

Brij Bakshi, former Addl DG Doordarshan and a media & communication analyst, writes that TV ratings reset is an opportunity to learn from the shortcomings of TAM and BARC

by Brij Bakshi
Published: Jul 8, 2026 6:06 PM | 3 min read

The Indian television industry is facing significant challenges in audience measurement, highlighted by Dr. Annurag Batra's article on the impact of the Ministry of Information and Broadcasting's (MIB) Television Ratings Policy 2026.
The transition from the Television Audience Measurement (TAM) system to the Broadcast Audience Research Council (BARC) aimed to improve transparency but faced issues, including a major TRP manipulation scandal that undermined credibility.
Legal actions related to the TRP scam resulted in high-profile arrests and fines, but many cases were dismissed due to insufficient evidence, revealing systemic vulnerabilities in audience measurement.
The MIB's new policy seeks to enhance governance and measurement practices, emphasizing the need for independent audits and larger panels, while the industry is encouraged to learn from global best practices to rebuild trust and improve the ratings ecosystem.

The Indian television industry stands at a critical juncture. Dr. Annurag Batra’s recent insightful article in exchange4media, ‘The Great Ratings Reset: Who Will Decide What India Watches and Where to Advertise’, has aptly captured the industry’s ongoing struggle with audience measurement. As a media veteran, Dr. Batra highlights the structural issues, governance gaps, and the power dynamics that define what content gets made and where advertising rupees flow. His piece provides essential context for the current reset triggered by the Ministry of Information and Broadcasting’s (MIB) Television Ratings Policy 2026.

This moment invites a deeper examination: Did the shift from TAM to BARC actually work?

The TAM to BARC Transition: A Mixed Report Card

Introduced in 2015 as an industry-led body, BARC promised greater transparency and representation over the privately run TAM system. It expanded the panel and introduced joint governance by broadcasters, advertisers, and agencies.

Positive outcomes included better rural reach and a unified currency for some years. However, deep flaws emerged. The 2020 TRP manipulation scandal exposed serious vulnerabilities. Several channels were accused of inflating viewership through panel tampering. Legal proceedings followed, with high-profile cases involving Republic TV, India Today, and former BARC executives.

Legal Outcomes of the TRP Scam:

Mumbai Police filed cases alleging manipulation. Some entities faced fines (e.g., TV Today Network was penalised by BARC).
High-profile arrests were made, including former BARC CEO Partho Dasgupta.
Several cases, including the one against Republic TV and Arnab Goswami, were eventually withdrawn by Mumbai Police in court due to insufficient evidence or lack of formal complaints from key stakeholders like TRAI, BARC, or advertisers. Courts allowed closure of certain matters, underscoring the challenges in proving systemic manipulation conclusively.

The scam eroded credibility and accelerated calls for reform, revealing that even an industry-owned body was not immune to influence.

Global Ratings Scenarios and Best Practices

India can draw valuable lessons from international models (as referenced in global discussions and Dr. Batra’s analysis of measurement challenges):

US (Nielsen): Hybrid panel + big data approaches with Media Rating Council (MRC) accreditation.
UK (BARB): Collaborative model with ongoing innovation in cross-platform fusion (e.g., Project Dovetail).
Australia (VOZ): Strong emphasis on unified, data-fused metrics.

Best practices include independent audits, conflict-of-interest safeguards, privacy compliance, and hybrid methodologies — areas where India’s new policy attempts to align.

Challenges Ahead for Broadcasting and Stakeholders

The reset introduces volatility: potential conflicting data from multiple agencies, short-term disruptions for content and ad planning, and the need for massive panel expansion and tech upgrades. Rebuilding advertiser trust remains paramount after the TRP episodes.

The Pivotal Role of the I&B Ministry

The MIB’s 2026 policy — mandating board independence, larger panels, audits, and easier entry for new players — is a proactive step. As Dr. Batra’s article underscores, the question of “who decides” ultimately hinges on transparent, credible systems. The Ministry must now ensure smooth implementation, prevent prolonged data blackouts, and foster collaboration.

Dr. Anurag Batra’s timely intervention reminds us that ratings are not just numbers — they shape India’s media narrative and economy. Learning from TAM-BARC’s shortcomings and the TRP scam’s legal lessons, the industry must embrace this reset as an opportunity for genuine reform.

With strong execution, India can build a world-class measurement ecosystem that truly reflects viewer choices and supports a vibrant broadcasting sector.

Views are personal. Inspired by Dr. Annurag Batra’s recent analysis in exchange4media. Open to industry dialogue on building a robust ratings framework.