TV ratings agency: Broadcasters oppose MIB’s proposal to scrap cross-holding restrictions

Citing concerns over conflicts of interest and potential threats to credibility, broadcasters have opposed the information and broadcasting (I&B) ministry’s proposal to scrap cross-holding restrictions for television rating agencies.

According to reports, Indian Broadcasting and Digital Foundation (IBDF) and News Broadcasters and Digital Association (NBDA) said they are open to reforms aimed at strengthening the rating system, but stressed the need for strict conflict-of-interest safeguards to ensure transparency and objectivity. 

Both bodies are finalizing their submissions to the ministry, responding to its July 2 call for stakeholder feedback on proposed changes to the 2014 Policy Guidelines for Television Rating Agencies.

A key point of contention is the ministry’s plan to delete clauses 1.5 and 1.7 of the existing rules. As per these clauses, board members of rating agencies cannot be involved with broadcasters, advertisers, or ad agencies. They also restrict overlapping ownership between these entities and rating firms. Broadcasters argue that removing them would compromise neutrality.

Some industry players have even suggested that the Competition Commission of India (CCI) be brought in to vet applicants, given its expertise in assessing market structures. They propose making CCI clearance a mandatory part of eligibility norms for rating agencies.

While the government’s draft amendments would drop these restrictions, broadcasters are firm that any audience measurement body in India must remain an industry-led, not-for-profit entity to protect independence and credibility.

The ministry had on July 2 sought suggestions and feedback from stakeholders on its proposed amendments to the policy.

India’s current TV ratings framework is plagued not just by technological gaps, but also by structural barriers. 

BARC’s monopoly has been protected by restrictive clauses in the 2014 “Policy Guidelines for Television Rating Agencies,” which previously limited the entry of new players.

The MIB’s July 2025 draft amendment attempts to fix this by loosening Clause 1.4 to allow operational flexibility without conflict of interest; removing Clauses 1.5 and 1.7, which had deterred potential entrants; encouraging multiple agencies to foster innovation and competition; expanding coverage to CTV, mobile, and OTT; and allowing broader stakeholder investments, including from broadcasters and advertisers, under regulated oversight.