measurement
Potential approaches include a software development kit (SDK), an application programming interface (API), a hybrid model or another mechanism identified through a technical evaluation
According to AAAI, the Media Council will provide a forum for agencies to engage on issues affecting the media business
e4m Staff Oct 15, 2026 5:32 PM
Alongside the ratings push, CII has called for GST on television, OTT and music subscriptions to be reduced from 18% to 5%
Imran Fazal Oct 15, 2026 12:16 PM
Speaking at CII Big Picture Summit, Banerjee, MD & CEO of SPNI, said media & entertainment industry’s economic and business models are under stress and they require a fundamental rewrite
e4m Staff Oct 15, 2026 11:28 AM
Data from TAM AdEx for July 1 to September 28, 2026, shows television’s advertising index falling to 91.4, against a year-earlier base of 100
Imran Fazal Oct 14, 2026 8:36 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, on why PR must move beyond media coverage & demonstrate business impact to earn a bigger role in marketing strategy
Ganapathy Viswanathan Oct 13, 2026 9:25 AM
Unlike the IPL and ICC tournaments, which benefit from concentrated viewer interest and established sponsorship frameworks, bilateral series have more variable commercial appeal
Imran Fazal Oct 13, 2026 8:38 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores how media planners can balance reach, frequency and engagement to achieve campaign objectives
Ganapathy Viswanathan Oct 12, 2026 8:36 AM
Industry leaders will share key insights on the theme ‘Winning Attention with Context and Creativity’
At e4m Real Time Programmatic Advertising Conference 2026, Ankur Rathi, Head, Amazon DSP, Amazon Ads, spoke on new AI-led capabilities, remarketing tactics and more
e4m Staff Oct 6, 2026 11:48 AM
At FICCI Frames 2026, India's biggest broadcasters pressed for TV ratings to return. The government's position remains unchanged, raising questions about the effectiveness of industry forums
Imran Fazal Oct 5, 2026 9:19 AM
At e4m Real Time Programmatic Conference, marketers and ad-tech leaders examined what privacy-first advertising means for programmatic and more
Temporary bamboo structures, pandal branding and local sponsorships are swelling the festive ad market, but much of this spend sits outside conventional OOH measurement
Sandhi Sarun Oct 1, 2026 9:01 AM
Industry leaders at the exchange4media and MediaKart roundtable discussed how context, creativity, AI and measurement are reshaping the battle for consumer attention.
e4m Staff Sep 29, 2026 4:46 PM
FICCI Media and Entertainment Committee chairman says broadcasters need a roadmap to reduce regulatory costs and reliable audience data to help advertisers plan campaigns
e4m Staff Sep 29, 2026 11:00 AM
TV channels face uncertainty as BARC suspension overshadows festive season, but the solution is not far if all stakeholders prioritise industry interest
Markand Adhikari Sep 28, 2026 8:20 PM
Sethi brings over 35 years of experience across India's media, entertainment, sports, content and marketing ecosystem
e4m Staff Sep 28, 2026 1:26 PM
Senior brand and agency leaders will discuss attention, context, creativity, AI and measurement at the e4m-MediaKart Roundtable in Gurugram.
e4m Staff Sep 24, 2026 10:10 PM
This festive season, beauty brands are spending on creators, social, marketplaces, quick commerce and physical retail but marketers are finding it harder to isolate what actually drove sales
Sandhi Sarun Sep 24, 2026 9:05 AM
Brands are using unexpected collabs to trigger conversations, reach and social amplification; industry experts say while it is a smart marketing move the need is to start meaningful associations
Sandhi Sarun Sep 18, 2026 8:54 AM
ISA’s plans to draw upon WFA’s Halo framework and the UK’s ‘Origin’, its most mature implementation. Video measurement is likely to be the first phase
Kanchan Srivastava Sep 16, 2026 8:56 AM
Stakeholders say OOH has made significant measurement progress, but the next step is building greater consistency, trust and commercial relevance around the numbers
Sandhi Sarun Sep 16, 2026 8:42 AM
Its decision to seek a licence now indicates that TAM is looking to play a more direct role in the ratings ecosystem under the new framework
e4m Staff Sep 10, 2026 9:35 PM
With IRS stalled, BARC ratings disrupted, no common OOH currency & radio seeking relevance, measurement gaps are making traditional media harder to justify - pushing ad dollars towards digital
Kanchan Srivastava Sep 3, 2026 8:58 AM
As consumer journeys fragment across apps, CTV, search and retail, Branch Discovery Ads’ Kunik Patel says, marketers are looking beyond clicks to measure what truly drives outcomes
Sandhi Sarun Sep 2, 2026 9:07 AM
Guest Column: Premjeet Sodhi, Global Analytics Lead, WPP Media, explains why the missing data is lethal rather than being merely incomplete
Premjeet Sodhi Sep 1, 2026 11:12 AM
News genre alone has cost the ratings body over ₹15 crore since March; a full-genre freeze from July could wipe out several times its annual revenue
Imran Fazal Sep 1, 2026 9:13 AM
Before competitive ads go viral on social media, they often begin with OOH. Industry experts break down the gamble, the costs and the potential payoff
Sandhi Sarun Aug 31, 2026 9:13 AM
The government is trying to create a competitive ratings market while simultaneously making the ratings business more heavily regulated
Imran Fazal Aug 31, 2026 9:00 AM
The investment question is becoming more difficult because the television market itself faces structural pressure
Imran Fazal Aug 27, 2026 9:25 AM
Advertising money and viewing are shifting towards digital video environments where the platforms themselves largely control the underlying audience signals
Shantanu David Aug 27, 2026 9:07 AM
Following Thursday's high-level govt meeting on the prolonged ratings impasse, the industry is yet to receive any fresh direction from the ministry
Imran Fazal Aug 21, 2026 9:10 AM
The meeting, attended by I&B Secretary and senior government officials, discussed at length the outstanding issues surrounding BARC's compliance with the TRP 2026 policy
Imran Fazal Aug 20, 2026 3:28 PM
The report identifies household-level identity as one of the key building blocks for the next phase of CTV planning
e4m Staff Aug 19, 2026 6:05 PM
Brands may eventually have to establish what conversational advertising says about them organically, and the medium will need a broader stack of proof, say digital experts
Shantanu David Aug 14, 2026 8:52 AM
Industry questions whether Srinivasan Swamy can take on another major responsibility, while calls grow for a younger, agile agency leader with a deep current-market connect
Imran Fazal Aug 13, 2026 2:20 PM
Guest Column: M Gautham Machaiah writes how regulatory reform collides with commercial reality in television’s most lucrative quarter
M. Gautham Machaiah Aug 12, 2026 1:50 PM
Knowing who saw an ad isn't worth much on its own anymore; advertisers also want to know the exposure was real, that it did something, and where the next dollar should go
Shantanu David Aug 11, 2026 8:54 AM
In a note, addressed to I&B Minister Ashwini Vaishnaw, Chrome DM Founder and CEO Pankaj Krishna argued that India's existing TV audience measurement architecture has become "obsolete and impractical"
Imran Fazal Aug 4, 2026 8:34 AM
Guest Column: Premjeet Sodhi, Global Analytics Lead at WPP Media, writes marketers can now know which half of their advertising is wasted. Most prefer not to find out
Premjeet Sodhi Jul 31, 2026 4:14 PM
e4m had first reported that the Ministry was inclined to allow BARC to resume ratings while the formal renewal process continued
e4m Staff Jul 31, 2026 1:53 PM
In a candid conversation with BW Marketing World, Shashi Sinha opens up about leaving Omnicom, the IPG integration, the future of the agency business and the ideas shaping his next chapter
Noor Fathima Warsia Jul 30, 2026 1:50 PM
Senior television industry executives told e4m that the withdrawal was driven by a combination of legal setbacks and increasing industry pressure to restore certainty to the TV measurement ecosystem
Imran Fazal Jul 29, 2026 9:57 AM
The clarification comes amid growing uncertainty in the broadcasting industry following the suspension of television ratings after the rollout of the new policy
Imran Fazal Jul 24, 2026 2:21 PM
Some executives also raised concerns over the reliability of broadcaster disclosures, which form a key part of the compliance framework
Imran Fazal Jul 24, 2026 1:58 PM
The decision removes the interim roadblock that had kept the provision in abeyance since May 22 and marks a significant victory for the Centre and BARC
Imran Fazal Jul 24, 2026 11:35 AM
This letter comes at a time when the MIB is fighting a legal battle in Kerala High Court on the interim stay to proviso Clause 5.4.1 of the TV Ratings Policy 2026 pertaining to landing pages
Imran Fazal Jul 22, 2026 12:59 PM