#e4mExclusive:  MIB tells Kerala HC landing pages distort TV ratings, seeks lifting of stay on 2026 policy

The Ministry of Information and Broadcasting (MIB) has strongly defended its decision to exclude landing page viewership from television ratings, telling the Kerala High Court that the interim stay granted on the provision threatens to derail a carefully crafted reform aimed at restoring credibility and accuracy to India's television audience measurement system.

In a detailed affidavit filed before the court, the ministry argued that the interim order staying the implementation of the landing page exclusion clause under the Television Rating Policy, 2026, was passed at the admission stage without the benefit of detailed instructions and without consideration of the complete factual, regulatory and policy background surrounding the issue.

The affidavit has been filed in response to a petition by the All India Digital Cable Federation (AIDCF) and DEN Networks challenging the validity of the provision that excludes landing page-generated viewership from television ratings calculations.

The disputed provision forms part of the Television Rating Policy, 2026, which was notified by the ministry after what it described as an extensive consultative process involving stakeholders across the broadcasting ecosystem, including broadcasters, distribution platform operators (DPOs), audience measurement agencies and regulators.

According to the ministry, the policy was framed with the objective of strengthening transparency, independence, credibility and accountability in India's television audience measurement framework.

"The impugned proviso forms part of the TV Rating Policy, 2026, which was notified after an extensive consultative process involving stakeholders across the broadcasting sector," the ministry stated.

The dispute is the government's contention that landing pages and boot-up screens have for years distorted television audience measurement by artificially inflating viewership figures for channels that secure prominent placement on television sets when they are switched on.

The ministry submitted that the provision was specifically introduced to address long-standing concerns regarding the impact of landing pages on television ratings.

"The impugned proviso was introduced to address long-standing concerns regarding the distortion of television audience measurement caused by the placement of television channels on landing pages or boot-up screens by DPOs," the affidavit said.

According to the government, such placements artificially enhance a channel's visibility and generate audience impressions that do not accurately reflect genuine viewer preference, intent or viewing behaviour.

The ministry argued that ratings generated through landing pages often represent passive exposure rather than active consumer choice, thereby undermining the integrity of audience measurement data that broadcasters, advertisers and media planners rely upon for commercial decision-making.

The Centre further noted that concerns surrounding landing page viewership are not new and have been examined by regulators for several years.

According to the affidavit, multiple studies, consultations and regulatory exercises undertaken by the Telecom Regulatory Authority of India (TRAI) have recognised that channel placement on landing pages has the potential to influence television ratings and create an uneven competitive environment among broadcasters.

Industry observers note that the issue has long been contentious because landing page placements often involve commercial arrangements between broadcasters and distribution platform operators. Critics have argued that channels appearing on boot-up screens receive rating benefits disproportionate to actual viewer choice, while supporters contend that landing pages serve as a legitimate promotional tool.

Addressing concerns raised by cable operators and DPOs, the ministry clarified that the Television Rating Policy, 2026 does not ban or restrict landing pages in any manner.

Instead, it merely separates promotional visibility from audience measurement.

"The TV Rating Policy, 2026 does not prohibit or restrict the use of landing pages. The policy merely stipulates that viewership arising from landing pages shall not be counted for the purpose of audience measurement," the ministry said.

The affidavit emphasised that broadcasters and DPOs remain free to continue using landing pages as a marketing and promotional tool. However, the government believes that audience measurement should reflect deliberate viewing choices rather than automatic exposure generated through platform design.

The ministry also sought to distinguish the present case from the separate legal proceedings pending before the Supreme Court concerning TRAI's regulations on landing page placement.

According to the government, the issues involved in the two matters are fundamentally different.

"The proceedings pending before the Supreme Court relate to the validity of TRAI's directions concerning the placement of channels on landing pages, whereas the present policy concerns television audience measurement methodology and operates in an entirely different regulatory sphere," the affidavit stated.

By drawing this distinction, the Centre has attempted to counter arguments that the Television Rating Policy effectively reintroduces issues already under judicial scrutiny before the apex court.

The government further warned that the continuation of the interim stay would have far-reaching consequences for the implementation of television ratings reforms.

According to the affidavit, the order currently in force has the effect of stalling a policy measure that was framed in public interest after extensive stakeholder consultations and expert consideration.

"The interim order presently in force has the effect of stalling the implementation of a policy measure framed in public interest after extensive stakeholder consultations and expert consideration," the ministry submitted.

The Centre argued that allowing the stay to continue would frustrate the objective of ensuring accurate and credible television ratings and would seriously prejudice the regulatory framework governing audience measurement in India.

The case assumes significance for broadcasters, advertisers and distribution platform operators because television ratings remain the principal currency for advertising allocation and channel valuation. Any change in the methodology governing audience measurement has the potential to influence advertising revenues, carriage negotiations and competitive positioning within the television industry.

The Kerala High Court's eventual ruling is expected to have a bearing not only on the future of landing page monetisation but also on the broader direction of television audience measurement reforms being pursued by the government.