News broadcasters move to pull the plug on landing page deals

Several leading television news broadcasters have issued notices to cable television operators signalling their intent to withdraw from expensive landing page arrangements, marking a significant escalation in the ongoing battle over television ratings and distribution economics.

Multiple senior executives from both broadcast networks and cable distribution platforms confirmed the development, saying notices have been sent or are in the process of being issued to operators across markets. 

The move comes amid prolonged uncertainty over the future of television audience measurement after the Ministry of Information and Broadcasting (MIB) directed Broadcast Audience Research Council (BARC) to extend the suspension of television ratings for news channels by another four weeks as the industry awaits further clarity on the implementation of the government's revised Television Ratings Policy.

Also Read: Treating landing page data as zero viewership hollows out key business asset: AIDCF to HC

Kerala HC stays release of news TRPs without landing page data after AIDCF plea

Govt notifies TV Rating Policy: Landing page viewership excluded from measurement

Landing pages — the default channels that appear when viewers switch on their television sets — have long been a contentious feature of India's television distribution ecosystem. Broadcasters have historically paid cable and DTH operators substantial sums to secure these positions, arguing that higher visibility translates into increased viewership and stronger ratings.

However, industry executives said the economics of such arrangements are now under intense scrutiny.

"With news ratings suspended and the future measurement framework still uncertain, broadcasters are finding it increasingly difficult to justify spending crores of rupees on landing page placements," said a senior broadcast executive, requesting anonymity. "When ratings are not being published and advertisers are already cautious, these costs directly hit profitability."

According to multiple industry sources, broadcasters are particularly concerned about the impact such expenditure could have on their quarterly financial performance. Several networks have initiated internal reviews of distribution spending and are prioritising cost controls until there is greater certainty around audience measurement.

In March, the MIB unveiled a sweeping overhaul of India's decade-old television audience measurement framework. The revised policy introduced several structural changes, including larger sample sizes, cross-platform measurement requirements and, most controversially, a provision excluding landing page viewership from the calculation of final television ratings.

The government argued that excluding landing page impressions would result in a more accurate reflection of genuine viewer choice and reduce distortions in audience measurement. 

Cable operators, however, strongly opposed the move, contending that landing pages constitute a legitimate marketing and promotional tool and represent a significant source of revenue for distribution platforms.

In May, the Kerala High Court granted interim relief to cable operators by staying the implementation of the specific provision in the new ratings policy that excluded landing page viewership from ratings calculations. The petition, filed by the All India Digital Cable Federation (AIDCF) and DEN Networks, argued that the provision could severely impact operator revenues and raised questions about its legal validity. Moreover, a similar matter remains pending in the apex court. 

The court's interim order temporarily restored hope among cable operators that landing page revenues could continue. Yet industry executives said the benefit has largely remained theoretical because broadcasters are increasingly unwilling to commit fresh money amid a weak advertising market and uncertainty over the eventual ratings regime. A recent industry assessment indicated that sluggish advertising demand has already curtailed broadcaster spending on landing page inventory despite the court's intervention.

Executives said broadcasters are now adopting a wait-and-watch approach.

"The Kerala High Court order has provided temporary relief to operators, but nobody knows what the final regulatory framework will look like," said a senior distribution executive. "Broadcasters do not want to enter into long-term commercial commitments that could become irrelevant if the final policy excludes landing pages from ratings."

Compounding the uncertainty is the continued absence of published audience data for television news channels.

The MIB first directed the Broadcast Audience Research Council (BARC) to suspend the publication of television news ratings in March, citing concerns that ratings-driven competition could encourage sensational coverage during a period of heightened geopolitical tensions. The suspension has since been extended multiple times, with the latest directive prolonging the freeze by another four weeks.

While the government has maintained that the measure is intended to promote responsible journalism, the prolonged absence of ratings has created significant uncertainty for broadcasters, advertisers and media planners who rely on audience data for investment decisions.

Several industry executives now believe the return of news ratings could take considerably longer than the latest four-week extension suggests.

"Officially the suspension is for another month, but many stakeholders expect the measurement ecosystem to take at least another three months before there is complete clarity including the Kerala High Court hearing," said a media industry consultant familiar with ongoing discussions. "The ratings policy changes, the court proceedings and the operational implementation challenges are all interconnected."

Another senior media agency executive said advertisers have already adapted to operating without weekly news ratings for the time being.

"Most large advertisers are relying on a combination of historical data, qualitative assessments and proprietary inputs."

For cable operators, the potential withdrawal of landing page spending presents a fresh challenge.

Landing page agreements have historically generated meaningful revenue streams for distribution platforms, particularly in an environment where subscription revenues remain under pressure. A reduction in broadcaster spending could therefore have direct implications for operator economics, especially among smaller multi-system operators that rely on such commercial arrangements.

The standoff underscores a broader structural shift underway in India's television industry as regulators, broadcasters and distributors debate how audience measurement should evolve in an increasingly fragmented media environment.

Until there is final clarity on both the Kerala High Court proceedings and the government's revised ratings framework, executives across the ecosystem expect commercial negotiations over landing pages to remain frozen.

"The industry is effectively operating in a transition phase," said another senior broadcast executive. "Nobody wants to spend money today based on rules that could change tomorrow. Until ratings return and the policy framework settles, cost discipline will take precedence over distribution-led audience acquisition."