Recommendations incorporated, but no formal role in TV ratings policy: MIB tells TRAI

The Ministry of Information and Broadcasting (MIB) in its communication to the Telecom Regulatory Authority of India (TRAI) stated that it has incorporated a few of TRAI's recommendations on the television ratings framework but stopped short of agreeing to the regulator’s request for a formal role in the newly notified Television Ratings Policy, 2026, people familiar with the matter told e4m.

The ministry conveyed that including TRAI in the ratings framework is not customary, effectively declining the regulator’s request to amend the policy while agreeing that it had considered some of its recommendations on ratings.  

According to sources, the MIB conveyed its position to TRAI following the regulator's recent communication seeking a review of the newly notified Television Ratings Policy, 2026. While the ministry accepted TRAI's recommendations, it did not agree to the regulator's request to amend the policy to formally include TRAI in the television audience measurement framework.

Sources said the ministry, in effect, maintained that there is no established practice of including TRAI as a formal authority in television ratings policy, with the MIB historically retaining the executive mandate over audience measurement.

The response is significant as it comes shortly after TRAI wrote to the MIB seeking a review of the Television Ratings Policy, 2026, after the newly notified framework removed the regulator from the television audience measurement ecosystem.

The latest development suggests that while the government is willing to consider TRAI's policy inputs on television ratings, it does not appear inclined to dilute the MIB's exclusive administrative control over the ratings framework.

e4m was the first to report on this development, with TRAI moving to reclaim its role in the television ratings framework by writing to the MIB and seeking a review of the newly notified policy.  

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MIB retains primacy over ratings

The Television Ratings Policy, 2026, gives the MIB powers relating to the registration of rating agencies, audits, compliance and enforcement, effectively consolidating the television audience measurement framework within the ministry.

TRAI's letter sought a reconsideration of provisions that removed its role from the ratings ecosystem. The regulator argued that audience measurement falls within its broader regulatory remit over broadcasting and cable services.

However, according to a senior broadcast executive aware of the discussions, the MIB told TRAI that including TRAI as a formal stakeholder in the ratings policy would not be consistent with how the framework has traditionally been administered.

The ministry's position is also understood to be that TRAI's role in the ratings ecosystem has historically been recommendatory rather than executive.

Under the earlier 2014 framework governing television audience measurement, TRAI had issued consultation papers and recommendations on various aspects of broadcasting regulation, while the final policy and implementation powers rested with the MIB.

"The ministry has accepted the recommendations, but has also made it clear that including TRAI in the ratings policy is not customary," a person familiar with the matter said.

Another source said the response effectively amounts to a soft rejection of TRAI's request for a policy amendment to restore its formal role.

"The MIB appears to be drawing a distinction between accepting recommendations and giving TRAI a formal institutional role in ratings. The former has been accommodated, while the latter has not," the source said.

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Policy battle continues

The development comes at a sensitive time for the MIB, as the ratings policy has attracted scrutiny from various stakeholders amid concerns over the regulatory architecture and the extent of powers vested with the ministry.

For the government, however, the latest response to TRAI reinforces the broader policy direction of moving towards a single-window regulatory structure for broadcasting.

The move also comes against the backdrop of increasing overlap between television, digital media, telecom and other distribution platforms, raising questions over how regulatory responsibilities should be divided between sectoral institutions.

Industry executives have previously pointed out that the removal of overlapping jurisdiction between TRAI and MIB could provide greater regulatory certainty to broadcasters and rating agencies.

At the same time, TRAI's attempt to retain a role in ratings underscores the regulator's interest in preserving its broader involvement in the broadcasting ecosystem.

Television audience measurement remains critical to the media industry, influencing advertising revenues, channel positioning, media planning and commercial negotiations between broadcasters and advertisers.

The government's latest response could therefore bring greater clarity on the institutional question, even as operational questions around the new ratings policy remain.

For now, the MIB's position appears to be that TRAI's recommendations can continue to inform policy, but the formal authority over television ratings should remain with the ministry.

The distinction could become increasingly important as implementation of the Television Ratings Policy, 2026, progresses to the next level and stakeholders assess how the new framework operates in practice.