MIB to revisit TRP ratings policy after industry flags rollout concerns

The Ministry of Information and Broadcasting (MIB) may revisit key elements of India’s television audience measurement framework, signalling a potential recalibration of the recently notified Television Rating Points (TRP) policy, following concerns raised by industry stakeholders over implementation challenges and structural gaps.

Union Information and Broadcasting Minister Ashwini Vaishnaw has indicated the government’s willingness to review aspects of the Television Rating Points Policy 2026 after consultations with broadcasters and audience measurement bodies, according to people familiar with the discussions.

The policy, notified on March 27, 2026, mandates the implementation of revised guidelines within 30 days, triggering apprehensions across the broadcasting ecosystem around preparedness, cost implications, and operational feasibility.

Senior representatives from the Indian Broadcasting and Digital Foundation (IBDF) and the Broadcast Audience Research Council (BARC) recently met the minister to outline industry concerns and seek an extension in the rollout timeline.

“The minister assured that the government is willing to revisit elements of the policy where genuine industry concerns exist,” said a senior executive present at the meeting, requesting anonymity. “However, there is also an expectation that the industry will submit concrete, actionable recommendations rather than broad objections.”

The IBDF is now preparing a detailed representation to the MIB, identifying specific provisions that may require recalibration. Among the most contentious issues is the mandated expansion of people meters—devices installed in television households to track viewership data.

Broadcasters argue that an accelerated scale-up of these meters could significantly increase operational costs without delivering proportional gains in measurement accuracy. Industry executives have instead advocated for a phased expansion aligned with technological advancements and evolving consumption patterns.

“There needs to be a calibrated approach to expanding measurement infrastructure,” said a senior broadcast executive. “A rushed rollout risks inefficiencies, especially when audiences are increasingly fragmented across platforms.”

Another area of concern is the policy’s conflict-of-interest clause, which currently restricts cross-holdings among broadcasters, advertisers, and advertising agencies to maintain the independence of ratings measurement. Stakeholders have urged the government to widen the scope of these provisions to include distribution platform operators (DPOs) and large technology companies.

“The media ecosystem has undergone a fundamental shift,” said an industry consultant. “Digital platforms and Big Tech companies now play a central role in content discovery and consumption. Excluding them from conflict-of-interest norms creates regulatory asymmetry.”

Background: Why TRP reforms were proposed

The government’s push to overhaul the TRP framework stems from long-standing concerns around sample size, representativeness, and the inability of existing systems to capture digital viewership.

MIB had stated that India has an estimated 230 million television households, but only about 58,000 people meters are currently deployed—covering roughly 0.025% of the total universe. The limited sample size has raised questions about the reliability and granularity of ratings data, particularly in a country marked by vast demographic and regional diversity.

Additionally, the current system—operated solely by BARC—does not account for viewership on smart TVs, OTT platforms, or mobile devices, even as audiences increasingly shift toward digital consumption.

Recognising these gaps, the MIB had earlier called for sweeping reforms to modernise audience measurement and align it with a digital-first media landscape. The TRP Policy 2026 was positioned as a step toward expanding measurement infrastructure, improving transparency, and enhancing data accuracy.

However, the latest consultations suggest that while the intent of reform remains intact, the execution roadmap may undergo changes to better accommodate industry realities.

The ministry’s openness to revisiting the framework indicates a more consultative approach, as it seeks to balance regulatory objectives with business viability. The outcome of IBDF’s forthcoming submission is expected to play a critical role in shaping the next phase of TRP policy evolution.

Any changes to the framework will have far-reaching implications for broadcasters, advertisers, and media planners, for whom TRP data remains a critical currency in determining advertising spends and content strategy.