MIB opens TRP market: Industry split as some see innovation, others fear self-rating

In a major shift that could reshape India’s television audience measurement ecosystem, the Ministry of Information and Broadcasting (MIB) has relaxed eligibility norms for television rating agencies by amending its decade-old policy framework. The proposed changes, released on July 2, include the deletion of key clauses (1.5 and 1.7) that earlier restricted cross-holdings between rating agencies and broadcasters, advertisers, or advertising agencies.

The move as per many is aimed at modernising the regulatory framework, reducing entry barriers, and possibly allowing new players to enter the space, including OTT platforms, Big Tech companies, and media funds.

While some stakeholders have welcomed the move as a long-overdue step toward increasing competition and innovation, others are raising red flags over potential conflict of interest and fragmentation in the ratings currency.

“The relaxation in entry norms by the MIB is a welcome move. It paves the way for more agencies to come on board, bringing with them fresh thinking and diverse approaches. Currently, a single agency often attempts to address the entire ecosystem—Pay TV, Free TV, Multi TV household, Urban, Rural, OOH —but this leads to a one-size-fits-all strategy. Linear TV, for instance, is still viewed narrowly, with ratings reduced to cost-per-reach point or cost-per-rating, with limited emphasis on accuracy and granularity", said a senior executive at a leading broadcasting network.

"With more specialized players entering the field, we may finally see a more segmented and focused approach—agencies honing in on specific parts of the ecosystem. This could help create a more holistic view and drive towards unified KPIs across the full marketing funnel. Ultimately, both top-of-funnel brand building and bottom-of-funnel performance must be measured with equal rigour. Opening up the market may be the catalyst we need to restore that balance", he added.

LV Krishnan, CEO, TAM said, "Certainly, it’s a very progressive and welcome step. I believe these amendments are quite critical in nature, and their introduction is definitely opening up the sector to much more vibrant competition. More than just the television side—where BARC is already active—the real significance lies in the changes relating to multi-screen viewability. This opens the door to new thinking and processes that can enable holistic measurement, including on the digital front".

"Frankly, these restrictive clauses shouldn’t have been there back in 2013, when the previous government was in charge. But now that they’ve been removed, it’s a real game changer—not just for TAM, but for many other global organisations engaged in such measurement exercises. So, as I said, it’s a welcome, progressive, and positive step by the government", he added.

However, not everyone is convinced.

“The removal of cross-holding restrictions weakens critical safeguards,” said a media analyst. “If the industry’s largest players can rate themselves, what’s the point of audience measurement? It’s like a school teacher running a private tuition class—objectivity will inevitably suffer.”

Legal experts point to the potential contradictions within the revised framework. Rohit Jain, Managing Partner, Singhania & Co., said the government’s intent seems to be a balancing act.

“The deletion of Clauses 1.5 and 1.7 appears to open the field to broadcasters, OTT platforms, and other stakeholders. However, with Clause 1.4 being simultaneously widened to prohibit conflict of interest, the interpretation has to be harmonious. If a player’s entry into the rating business leads to clear bias, it may still be challenged,” Jain explained.

Cable operators, who form a critical part of the distribution ecosystem, have also expressed concern.

“The deletion of clauses related to board-level and ownership-based restrictions removes key checks. Without safeguards, a rating agency’s impartiality could be compromised if directors or advisors are shared with broadcaster or advertiser entities,” said a leading cable TV operator. “The bigger question is—will this lead to better panel representation, especially for OTT, where BARC has so far struggled to scale?”

An agency head who did not wish to be named added that while the move appears open and democratic on paper, it may ultimately benefit industry heavy weights.

“Anyone can be an agency now—a cable operator, an advertiser group—but this will mostly help market leaders who want more access and control to start an agency and exercise that control,” the person said.

Advertisers, too, are watching closely.

“The ecosystem may now experience increased competition, either in the form of new entrants or dormant players reviving, which could potentially drive innovation and even lead to better pricing. The move may lead to a more nimble ratings ecosystem for a converging digital and broadcast media landscape, and may also enable advertisers to access more and alternative data sources,” said the media planner of an FMCG company. 

Some advertisers also see a downside. 

According to them, “With looser eligibility, there’s a risk of dilution of standards, which has the potential to pose concerns somewhere down the line. In a high-stakes sector where billions are spent on media, trust in measurement is non-negotiable. New or restructured players will need time to build that credibility,” they said. 

Overall, while this move may democratize measurement, it places greater responsibility on transparency, standardization, and the establishment of stronger oversight and regulatory frameworks.,” said a senior media planner at a top FMCG brand. 

Meanwhile, some media buyers worry that multiple rating agencies could lead to competing currencies, confusing both brands and broadcasters.

The Ministry has invited public comments on the draft amendments for a period of 30 days. The final order, once notified, could redefine the way India tracks and monetises its television and digital audiences at a time when cross-screen measurement and unified metrics are more crucial than ever.