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Mint
21-07-2025
- Business
- Mint
Beyond TRPs: Govt's ratings reform may transform OTT audience measurement
The government's recent proposal to amend the norms for television ratings system in India, currently monopolized by Broadcast Audience Research Council (Barc), encouraging big tech and other private entities to set up their own rating agencies could spark competition and help create more credible cross-platform audience measurement systems, experts said. The current system of measuring television rating points, which indicate the popularity of TV programmes and the time slot when most viewers tune in, is used by brands to place their advertisements for maximum impact. However, TRPs are restricted only to linear TVs, meaning they gauge viewerships only for cable TVs and direct-to-home, with no insight into streaming platforms or connected TVs, making it difficult for brands to make confident ad spend decisions. The ministry of information and broadcasting's (MIB) draft amendments to the Policy Guidelines for Television Rating Agencies in India, released on 2 July, could democratise the rating system, leading to more credible measurement systems for OTT video streaming content, too. The draft amendments are open to public feedback until 1 August. Read more: Movie theatres are back to being prime drivers of Bollywood revenue as OTT cools 'This move could encourage third-party agencies or tech firms to develop or licence audience measurement tools for OTT. Currently, most OTT platforms rely on internal (and opaque) analytics. A policy push could incentivize competition, innovation, and transparency, leading to more credible and cross-platform metrics," Anupam Shukla, partner, Pioneer Legal said. Benefits for advertisers Until now, viewership of web shows and films have only been tracked informally by select media consulting firms and agencies, leading to an opaqueness around what works. Although streaming platforms themselves have such data, very few, with the exception of foreign players such as Netflix, release the same. In the rare cases that they do, there is no standard metric for viewership of OTT programmes, creating an obstacle for advertisers to bet on such content, if it is streamed for free. That could change, industry experts say, with the availability of granular and verifiable viewership data, offering targeted advertising solutions based on user demographics, behavioural insights, content preferences, and viewing habits. Currently, Barc is the sole ratings provider on TV and didn't track connected TVs or OTT platforms, Bharati Wukkadada, associate professor in data science and technology at Mumbai's KJ Somaiya Institute of Management pointed out. Further, OTT platforms in India use their own measurement metrics and reporting formats. The absence of uniform standards made it difficult to compare or consolidate viewership data across platforms. Major Indian OTT services preferred to keep viewership data confidential, treating it as a competitive advantage rather than sharing it with industry bodies or advertisers, Wukkadada said. While data for OTT platforms can be tracked even now, the accuracy of the metrics remains questionable, agreed Natasha Treasurywala, partner at law firm Desai & Diwanji. With the entry of more rating agencies including those owned by the OTT platforms themselves, competition will increase, and the data will become far more reliable and authentic, she said. Calling the MIB move a shift aimed at making audience viewership measurement more accurate, transparent, and representative, Gaurav Sahay, founder partner, Arthashastra Legal, said that the OTT sector currently operates outside the framework of any government-mandated audience measurement system. It relies instead on proprietary and opaque data analytics managed internally by streaming platforms. 'These data sets are rarely shared with advertisers or regulators in a standardized or verifiable format. This absence of uniform measurement hinders comparability, credibility, and cross-platform audience analysis. Though the proposal primarily focuses on linear television broadcasting, it can result in consequential bearing on OTT content," Sahay said. Read more: Old Indian films find revival on OTT platforms, thanks to social media, nostalgia cravings Precision viewership data enables advertisers to move beyond traditional impression-based models to outcome-based metrics such as click-through rates, conversions, and engagement duration, thereby justifying higher ad spends and improving return on investment. Access to credible, third-party audited data could bridge the trust deficit that often exists between OTT platforms and advertisers, leading to increased programmatic ad purchases and cross-platform campaigns that combine television, digital, and mobile viewership, the experts said. Further, from a regulatory standpoint, granular audience insights also assist in internal compliance with age-appropriate rating norms, language-specific targeting, and accurate content classification. However, there is a flipside to the government's move. A senior executive at a streaming platform pointed out that like TV, this could lead to multiple parties, including OTTs themselves, claiming to provide credible data that suits their interests. "Whom would the viewer trust in this case?" the executive asked. Moreover, for significant advertising, streaming content would actually have to prove to clock in significant eyeballs in mass-market areas, which remains a challenge. Yet, many see the possibility as a positive one for the industry. 'This data also supports fair market practices under competition, which can help platforms meet disclosure requirements under the Consumer Protection Act, 2019, ASCI (Advertising Standards Council of India) guidelines, while ensuring alignment with IT Rules, 2021, and emerging privacy requirements under DPDPA (The Digital Personal Data Protection Act) frameworks," said Gaurav Gupta, founding partner at law firm Bridge Counsels. "Just as Barc ratings help shape buying decisions for television, independently verifiable OTT metrics would enable fair ad placement and unbiased audience segmentation. Ensuring transparent pricing through such metrics is also crucial to prevent potential claims of advertiser deception." Read more: Will ZEE5's new slate of content, regional push, and micro-drama help it win the OTT war?
Mint
04-07-2025
- Business
- Mint
Govt plans to liberalize TV rating norms, but proposals raise credibility issues
The ministry of information and broadcasting's proposal to amend guidelines for television rating agencies in India could democratize the system, bringing in big tech and other private players, but could also undermine accountability and credibility of data due to potential conflict of interest, industry experts said. So far, TV rating operations in the country were led by BARC (Broadcast Audience Research Council), which many saw as a monopoly. On Thursday, the ministry of information and broadcasting said that any company registered in India under the Companies Act, 2013 could seek registration for providing television rating services, as long as it doesn't undertake consultancy or advisory roles, which would lead to a potential conflict of interest with its main objective of rating. Some clauses in the Policy Guidelines for Television Rating Agencies in India', originally notified in January 2014, that barred the board of directors of a television rating company from being engaged in the business of broadcasting, advertising, or running an advertising agency, are proposed to be scrapped. Those that dealt with cross-holding restrictions, typically intended to prevent ownership conflicts between related entities, have been eliminated, too, under the proposed amendments. The ministry has sought stakeholder views on the proposed amendments within 30 days, after which the guidelines would be finalized. 'This proposed amendment suggests a shift towards a more liberalized ecosystem and increased competition could improve accountability and consumer trust," Kaushik Moitra, partner, practice lead—regulatory, intellectual property, technology, media and telecommunications and practice development at Bharucha & Partners said. Moitra added that Trai (Telecom Regulatory Authority of India) had also previously expressed concerns regarding BARC's monopoly in TV ratings, which if the amendment comes into force, will now be challenged by OTT platforms, DPOs (distribution platform owners) and Big Tech, which will be able to establish or invest in independent audience measurement bodies. 'New entrants will have to prioritize investment in technological development and data analytics to compete with the existing model. Additionally, by expressly barring rating agencies from taking up consulting roles, rating systems could become more independent and reliable. This could assist advertisers make better informed decisions, compelling them to restructure their marketing plan on the basis of transparent TRP insights, possibly increasing expenditures," Moitra said. Equally, the lack of a similar metric applying to all rating agencies may lead to confusion and will have to be monitored, he emphasized. To be sure, some industry experts also believe that lower entry barriers to set up TV rating agencies will open the floodgates for any company to start acting in its own interests. 'There will be a demand and supply crisis, where supply will beat demand. Whom is the audience supposed to trust?" a senior broadcaster said. The person added that DPOs including DTH (direct-to-home) players such as Tata Play and Airtel TV have long had data on viewership of different channels, which is what TV rating agencies put out, and which the DTH operators can now monetize. Plus, with the proposed amendments, any TV broadcaster could set also set up audience measurement unit and claim top ratings, leading to confusion.
Indian Express
03-07-2025
- Business
- Indian Express
More players, modernising system: I&B ministry seeks to amend policy guidelines for TV rating agencies
The Ministry of Information and Broadcasting Thursday proposed amendments to the policy guidelines for television rating agencies, originally issued in 2014, seeking to allow more players into the television ratings business. In a statement, the ministry said the proposed draft removes restrictive provisions from the existing policy guidelines to allow more players to 'democratise and modernise the television audience measurement ecosystem in India.' The ministry has now invited feedback from stakeholders and the general public within 30 days. 'The proposed reforms aim to enable fair competition, generate more accurate and representative data, and ensure that the Television Rating Points (TRP) system reflects the diverse and evolving media consumption habits of viewers across the country,' it said. At present, only the Broadcast Audience Research Council (BARC) provides television ratings. The new draft seeks to end BARC monopoly, refresh the outdated ratings system and bridge gaps in measuring streaming and mobile viewership, which are among the newer patterns of content consumption among the audience. Once more players enter the business, newer mechanisms to measure viewership ratings from connected TV device viewership such as smart TV platforms or external streaming devices are likely to be devised, it is learnt. According to the government, India has approximately 230 million television households, but only about 58,000 people meters are presently used to capture viewership data, representing 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. It said the existing audience measurement technology through TRPs does not sufficiently capture viewership on emerging platforms such as smart TVs, streaming devices, and mobile applications, which are witnessing growing adoption among audiences. It said 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,' it said. 'Recognising these developments, there is a need to strengthen the television rating system to better reflect contemporary content consumption habits in a dynamic media environment,' it said. According to the ministry, existing policies had barriers that discouraged new players from entering the TV ratings sector and cross-holding restrictions prevented broadcasters or advertisers from investing in rating agencies. The proposed draft suggests amendments replacing the earlier requirement that a company's Memorandum of Association (MoA) shall not include any activity like consultancy or advisory services, with a provision which states: 'The company shall not undertake any activity like consultancy or any such advisory role, which would lead to a potential conflict of interest with its main objective of rating.' The draft also proposes to remove restrictive clauses (1.5 and 1.7) which were acting as barriers to entry. 'The proposed amendments aim to allow multiple agencies to foster healthy competition, bring in new technologies, and provide more reliable and representative data especially for connected TV platforms,' the ministry statement noted. It added: 'As viewing habits evolve, so must the way we measure them. The amendments will also enable more investments from broadcasters, advertisers, and other stakeholders to improve rating technology and infrastructure.'
NDTV
03-07-2025
- Business
- NDTV
Centre Proposes Changes To TRP Policy To Boost Competition
New Delhi: In a bid to encourage competition, the government has proposed to remove entry barriers for companies keen to foray in the sector of television viewership measurement ecosystem. The Ministry of Information and Broadcasting has proposed amendments to the Policy Guidelines for Television Rating Agencies-2014 to ensure that the TRP system reflects the diverse and evolving media consumption habits of viewers across the country. The proposed changes include the deletion of key clauses - 1.5 and 1.7 - that earlier restricted cross-holdings between rating agencies and broadcasters, advertisers, or advertising agencies. The Ministry has invited feedback on the draft amendments by August 1 from viewers, broadcasters, advertisers or concerned citizens. The Broadcast Audience Research Council (BARC) is the only agency providing TV ratings, but it does not track connected TV device viewership, despite it being a major trend. Currently, India has approximately 230 million television households. However, only about 58,000 people meters are used at present to capture viewership data, representing just 0.025 per cent of the total TV homes. "This relatively limited sample size may not adequately represent the diverse viewing preferences across regions and demographics," an official statement said. It said 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. The proposed amendments to Clause 1.4 of the Guidelines seek to introduce an easier-to-comply provision to explicitly prevent rating agencies from engaging in consultancy or advisory services that may result in a conflict of interest with their primary role. The proposed amendments aim to allow multiple agencies to foster healthy competition, bring in new technologies, and provide more reliable and representative data especially for connected TV platforms, an official statement said. "As viewing habits evolve, so must the way we measure them. The amendments will also enable more investments from broadcasters, advertisers, and other stakeholders to improve rating technology and infrastructure," it said. With these reforms, India aims to build a more transparent, inclusive, and technology-driven TV rating ecosystem. The existing policies had entry barriers that discouraged new players from entering the TV ratings sector. Cross-holding restrictions also prevented broadcasters or advertisers from investing in rating agencies.
Time of India
03-07-2025
- Business
- Time of India
Government proposes to open up TRP market
To foster competition and reflect evolving media consumption, the government proposes amendments to TV rating guidelines, removing entry barriers and cross-holding restrictions. These changes aim to allow multiple agencies, encourage new technologies, and provide more reliable data, especially for connected TV platforms. The move seeks to build a more transparent and inclusive TV rating ecosystem in India. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads New Delhi, In a bid to encourage competition, the government has proposed to remove entry barriers for companies keen to foray in the sector of television viewership measurement Ministry of Information and Broadcasting has proposed amendments to the Policy Guidelines for Television Rating Agencies-2014 to ensure that the TRP system reflects the diverse and evolving media consumption habits of viewers across the proposed changes include the deletion of key clauses - 1.5 and 1.7 - that earlier restricted cross-holdings between rating agencies and broadcasters, advertisers, or advertising agencies The Ministry has invited feedback on the draft amendments by August 1 from viewers, broadcasters, advertisers or concerned Broadcast Audience Research Council (BARC) is the only agency providing TV ratings, but it does not track connected TV device viewership, despite it being a major India has approximately 230 million television households. However, only about 58,000 people meters are used at present to capture viewership data, representing just 0.025 per cent of the total TV homes."This relatively limited sample size may not adequately represent the diverse viewing preferences across regions and demographics," an official statement said 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 proposed amendments to Clause 1.4 of the Guidelines seek to introduce an easier-to-comply provision to explicitly prevent rating agencies from engaging in consultancy or advisory services that may result in a conflict of interest with their primary proposed amendments aim to allow multiple agencies to foster healthy competition, bring in new technologies, and provide more reliable and representative data especially for connected TV platforms, an official statement said."As viewing habits evolve, so must the way we measure them. The amendments will also enable more investments from broadcasters, advertisers, and other stakeholders to improve rating technology and infrastructure," it these reforms, India aims to build a more transparent, inclusive, and technology-driven TV rating existing policies had entry barriers that discouraged new players from entering the TV ratings sector. Cross-holding restrictions also prevented broadcasters or advertisers from investing in rating agencies.
