TRP Overhaul: MIB pushes for open & competitive domain 

The audience measurement technology at present does not sufficiently capture the complexity and diversity of India’s television viewership, the Ministry of Information and Broadcasting (MIB) has said, as it proposed sweeping amendments to overhaul the country’s TRP (television rating points) system.

The move comes amid rapid changes in how audiences consume content—spanning traditional cable, satellite, connected TVs (CTVs), and mobile streaming. Yet, the legacy measurement framework has failed to keep pace.

The MIB’s draft amendments to the 2014 “Policy Guidelines for Television Rating Agencies,” released on July 2, 2025, aim to modernise the audience measurement ecosystem, reduce entry barriers, and encourage fair competition. With a 30-day window open for public feedback, these proposals may mark the beginning of a long-overdue shift towards a more transparent, inclusive, and technologically advanced system.

‘The problem with India’s current TV ratings’

Explaining why the ecosystem needs a more representative and modern TRP system, the government explained its stance in a formal statement. 

“India currently has approximately 230 million television households. However, only about 58,000 people meters are presently used to capture viewership data, representing just 0.025% of the total TV homes. This relatively limited sample size may not adequately represent the diverse viewing preferences across regions and demographics,” it said. 

Despite India being home to over 230 million television households, viewership is currently tracked by just about 58,000 people meters—covering a mere 0.025% of the total universe. These meters are operated by BARC (Broadcast Audience Research Council), the sole ratings agency at the moment. 

The shortcomings of India’s current television audience measurement system are both technological and structural. The sample size is narrow, with a small and arguably outdated panel that cannot reflect the country’s vast geographic, linguistic, and socio-economic diversity.

The system also has significant blind spots.

“The existing audience measurement technology does not sufficiently capture viewership on emerging platforms such as smart TVs, streaming devices, and mobile applications, which are witnessing growing adoption among audiences. This gap between evolving viewing patterns and the current measurement framework can affect the accuracy of ratings, which in turn may influence revenue planning for broadcasters and advertising strategies for brands,” a July 3 media statement from MIB said. 

Additionally, BARC’s monopoly is protected by restrictive policies and cross-holding limitations, effectively blocking the entry of new players and deterring investment from broadcasters and advertisers.

Compounding these issues is the lack of timely updates; BARC has not conducted a baseline survey since 2018, meaning household recruitment for its panels is still based on six-year-old data. These gaps have led to what many in the industry call a “ratings gap,” where advertiser spends and programming decisions are made based on outdated or incomplete insights.

What the ministry is proposing

To address these longstanding issues, the Ministry of Information and Broadcasting’s draft proposes several key amendments aimed at overhauling the current television audience measurement framework.

One of the proposed changes includes loosening clause 1.4, which previously restricted the objectives that a rating agency could pursue. The amendment now allows companies to engage in broader activities, as long as there is no conflict of interest with their primary function of audience measurement. This opens up operational flexibility without compromising transparency.

The draft also removes clauses 1.5 and 1.7, which had acted as significant barriers to entry for new players in the space. By eliminating these restrictions, the government aims to create a more open and competitive environment, enabling multiple audience measurement agencies to operate under proper oversight. This move is expected to break BARC’s long-standing monopoly and foster greater innovation.

Technology inclusion is another major focus. The reforms emphasise the need to capture connected TV (CTV) and multiscreen viewership—an industry demand that has remained unaddressed for years. With digital consumption becoming increasingly mainstream, incorporating such platforms into the measurement system is critical for accurate insights.

Finally, the proposed guidelines also allow for broader investment from stakeholders such as broadcasters and advertisers. This could lead to enhanced technological capabilities and better infrastructure for data collection and analysis.

In essence, the amendments are designed to modernise India’s TV rating system, align it with evolving digital consumption patterns, and build a healthier, more competitive ecosystem for all stakeholders involved.

Reform momentum builds—but progress remains elusive

Calls for change are not new. TRAI had earlier recommended the entry of multiple rating agencies under government oversight to ensure transparency and reduce market concentration. BARC, for its part, had announced in 2023 an expansion of its panel homes from 55,000 to 75,000 by 2025. But insiders confirm to exchange4media that the implementation has been sluggish.

Efforts to roll out multi-screen or return path data-based measurement remain stalled. Proposals to conduct a new connected TV survey or update the baseline survey—critical for accurate sampling—have yet to materialise.

One industry insider bluntly stated, “There is no formal system in place to measure connected TV viewership despite its explosive growth. Everything is still on paper.”

Fragmented industry slows reform

Part of the inertia lies within the industry itself. Differences within the Indian Broadcasting and Digital Foundation (IBDF)—a key industry body—have reportedly held up consensus on reforms. FTA (free-to-air) broadcasters allege they lack representation on the BARC board despite being part of IBDF.

An FTA executive said, “Viewership patterns are shifting, especially in semi-urban and rural markets. But updates to panel methodology may not serve everyone's business interests.”

Indeed, a more accurate system could reveal trends—like the decline in pay TV homes (from 111 million in 2024 to a projected 95 million by 2027) or the growth in free TV and CTV households—that may not align with the current revenue models of certain broadcasters.

Brands and advertisers: “We’re flying blind”

The lack of granular, updated data is having real business consequences.

Advertisers are raising serious concerns about ROI accuracy. A media planner from a top FMCG brand stated, “The large-screen ecosystem has changed dramatically. But our media plans are still based on legacy estimates.”

According to the Pitch Madison Advertising Report 2025, TV’s share in AdEx has dropped to under 30% (₹34,500 crore) while digital commands over 50% (₹49,250 crore). The number of active TV advertisers also fell sharply—from 11,127 in 2023 to 8,653 in 2024, a 23% drop.

Said a media head at a multinational brand, “We need currency-grade data that covers everything—cable, DTH, CTV, and mobile. Without that, we’re operating in the dark.”

Comscore and TRAI signal parallel moves

As BARC struggles to modernise, other players are stepping in. Comscore is preparing to launch a YouTube CTV viewership measurement solution in partnership with Google—a possible alternative currency for digital-first campaigns. TRAI chairman A.K. Lahoti has also called the existing TV measurement ecosystem “distorted” and in urgent need of overhaul.

These developments signal a broader shift in sentiment—where traditional gatekeepers may no longer hold exclusive control over audience metrics.

The road ahead: will change finally happen?

The MIB’s proposed reforms offer a rare opportunity to bring India’s TV ratings system in line with modern consumption habits. But for the changes to succeed, industry cooperation is essential. The window for feedback on the draft closes 30 days from its release, but its implementation will require not just policy action—but also sustained industry will.

The future of television measurement in India hinges on whether broadcasters, advertisers, and tech providers can move past legacy interests to build a truly representative, digital-first ecosystem. The shift has already begun—now it’s about catching up.