#e4mExclusive:  Small broadcasters & MSOs oppose MIB’s move to drop landing-page ratings

As the Ministry of Information & Broadcasting (MIB) prepares to move ahead with its proposed overhaul of India’s TV rating framework, smaller broadcasters and multiple MSOs have pushed back strongly against the provision that seeks to exclude landing-page viewership from official measurement. As per sources close to the development, more than 10 broadcasters and distribution operators have echoed the same concerns in their submissions to the ministry.

The pushback comes at a time when the industry is still grappling with the implications of the ministry’s recent landing-page directive, a policy many stakeholders privately describe as far easier to announce than to implement, given long-standing operational realities between MSOs, broadcasters and distribution platforms.

In a detailed submission, one broadcaster argued that the proposed rule risks undermining the business viability of smaller channels that rely on landing-page sampling in a market dominated by large networks. The broadcaster said, “Landing pages are a standard marketing avenue similar to front-page advertisements in print or shelf placement in retail. Viewers retain full control and can switch channels instantly. Therefore, viewership on these pages reflects genuine engagement.”

The channel further warned that removal of these impressions would “distort actual ratings and cause significant revenue loss to the cable industry.”

MSOs raise red flag: “This will badly impact our business”

MSOs, too, have written to the ministry highlighting the economic fallout of the proposed change. One MSO stated, “We have come to know that MIB is proposing a ban on counting landing-page viewership in TRP measurement. We request you not to bring the ban as it will badly impact our business.”

The operator explained that broadcasters choose landing pages voluntarily because sampling boosts ratings and viewer discovery:

“Today, a channel is keen to take the landing page because it knows the consumer may watch the channel and viewing can help in rating.”

The MSO also stressed that landing-page revenue is an essential, legitimate income stream for distribution platforms, adding, “Earning from landing pages is our lawful income. Landing income helps to take care of costs like NCF and connection charges for consumers. If landing is not taken by broadcasters, it will increase our cost and consumer prices will go up.”

Another MSO noted that eliminating this revenue stream would “kill our inventory and important source of income for the cable industry”, questioning how such a move could be justified when, as they put it, “what we are doing is also done by newspapers, shopkeepers, etc.”

Broadcasters echo the same sentiment

Several other small broadcasters, speaking to exchange4media in background, said the proposal disproportionately harms niche, regional and language channels.

One broadcaster said landing pages remain the “only level playing field” for smaller networks seeking first-time sampling.

Another argued that restricting landing-page impressions at a time when advertising revenues are softening will “push many small networks into financial stress, because sampling directly influences ad rates.”

Cross-platform measurement also questioned

Alongside the landing-page clause, multiple broadcasters have also objected to the ministry’s move to mandate unified cross-platform measurement across linear TV, mobile and connected TV.

One representation said, “Linear TV is family and scheduled viewing, mobile is personal and algorithm-driven, and connected TV is also auto-play driven. Mandating combined measurement without a detailed technical study could lead to inaccurate and misleading data.”

Industry executives say the sector is not opposed to cross-platform measurement, but warn that pushing it without technological readiness risks producing flawed or incomparable datasets at a time when advertisers demand precision.

Call for phased implementation

Broadcasters and MSOs who spoke with exchange4media said they appreciate the ministry’s intent to modernise the rating ecosystem but urged the government to avoid “rushed structural changes” without deeper stakeholder consultations.

With rising CTV penetration, shifting distribution economics and sustained pressure on ad revenues, smaller players say the new norms, if implemented as proposed could reshape competitive dynamics in favour of only the largest networks.