No big tech, no DPO influence on ratings: Broadcasters urge MIB

The Indian Broadcasting & Digital Foundation (IBDF) has urged the Ministry of Information & Broadcasting (MIB) to retain and tighten conflict-of-interest guardrails in India’s TV ratings regime, cautioning that Distribution Platform Operators (DPOs) and global ad-tech players should not be allowed to own or influence measurement companies.

In a formal submission responding to MIB’s public consultation notice dated July 2, 2025, the apex broadcasters’ body said the draft amendments risk ‘diluting essential safeguards’ and could ‘undermine the integrity of the entire measurement ecosystem.’

IBDF said broadcasters rely on credible ratings for ‘strategic decision-making and economic sustainability’.

“While the IBDF is not averse to competition and the entry of new rating agencies, we firmly believe that any new entrants must be subject to stringent guardrails to prevent conflicts of interest and maintain a level playing field. The proposed amendments, in their current form, appear to dilute these essential safeguards, which could undermine the integrity of the entire measurement ecosystem,’ the letter said.

The foundation asked the ministry to retain cross-holding restrictions (Clauses 1.5 and 1.7).

“The exemption for industry-led bodies like BARC, which is founded on a balanced and representative shareholding model, should continue to ensure a fair and neutral measurement system. All new applicants must be mandated to provide full public disclosure of their ownership structures, cross-holdings, and corporate affiliations,” the letter added.

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The submission pressed for stronger transparency and accountability.

“The guidelines should reinforce the mandate for regular, independent third-party audits of measurement methodologies, panel management, and data integrity. The findings of these audits, along with a clear action plan to address any identified gaps, must be published in a timely manner to ensure accountability and build trust among all stakeholders,” the letter said.

Addressing ‘evolving conflict scenarios,’ IBDF flagged that the 2014 rules were designed around broadcaster/advertiser/agency conflicts, but today’s risks include DPOs and big tech. DPOs, as ‘gatekeepers of television signals,’ have ‘both the means and a potential motive to influence viewership data,’ the Foundation argued, adding their involvement in ratings “creates an inherent conflict.’

On global technology and ad-tech companies, the submission warned that firms competing for advertising rupees should not ‘control both the game and the scoreboard,’ since owning a ratings outfit could allow them to shape measurement in ways that privilege their own digital properties, ‘distorting market competition and jeopardizing media diversity.’

With the industry navigating tariff changes and digital transition, IBDF urged policy stability and regulatory continuity, arguing that a sudden overhaul of the measurement framework risks ‘fragmentation and uncertainty.’

It noted that TRAI’s recognition of BARC as a well-established agency highlights the value of the current system and reiterated readiness to work with MIB to make it ‘more robust, credible and future-ready anchored in transparency, objectivity, and independence.’

Also read: TV ratings shake-up: MIB opening doors for OTT, telcos & ad tech players?