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

The Ministry of Information and Broadcasting’s (MIB) recent proposed guidelines mark a potential turning point in India’s television audience measurement ecosystem. By significantly lowering the entry barriers, the draft policy opens the gates to a wider pool of players. This ranges from legacy research firms to tech startups, data analytics companies, and even telecom or OTT platforms with robust data capabilities. If implemented, the move could dismantle the long-standing monopoly of BARC ((Broadcast Audience Research Council) and pave the way for a more competitive, tech-forward, and platform-agnostic ratings environment.

Until now, strict structural barriers kept most potential competitors out of the audience measurement business. With Clause 1.5 explicitly stating that “any member of the Board of Directors of the television rating company shall not be in the business of broadcasting, advertising, or advertising agency.” This was reinforced by Clause 1.7, which restricted “any single company or legal entity, directly or through associates, from having substantial equity in both rating agencies and broadcasters, advertisers, or ad agencies.”

These clauses also barred cross-holdings across multiple rating agencies or between individual promoters and industry stakeholders. Designed to prevent conflicts of interest, these heavy restrictions effectively insulated BARC from competition. The new draft now seeks to undo this scenario.

According to an industry insider who did not wish to be named, the revised framework could dramatically broaden the pool of eligible players.

“With the removal of restrictive clauses, we could see the entry of data-first companies, OTT platforms, telecom giants, and even marketing-tech firms with robust measurement infrastructure. Global players like Nielsen or YouGov could also re-enter the Indian market more aggressively, while homegrown analytics firms may finally find a level playing field,” the person said.

This shift also opens a window for industry heavyweights who have long wanted greater control over measurement data, the very currency that shapes media planning and advertising spends.

“There are powerful stakeholders in the media and advertising ecosystem who have the financial muscle and vested interest to shape how data is gathered and interpreted,” the source added.

“They may not float a measurement agency themselves, but they can easily fund one or invest in it. That gives them direct control over audience data and by extension, an upper hand in influencing advertiser decisions.” It’s a scenario the MIB seems to anticipate and even encourage.

“The amendments will enable more investments from broadcasters, advertisers, and other stakeholders to improve rating technology and infrastructure. With these reforms, India aims to build a more transparent, inclusive, and technology-driven TV rating ecosystem,” The ministry said in a recent media statement.

As per sources, TAM Media Research, the media data and intelligence firm, a joint venture between Nielsen (USA) and Kantar (UK) is gearing up for a fresh innings in India’s ratings ecosystem.

The company is allegedly in advanced talks to partner with big tech firms and distribution operators to launch a multi-screen digital audience measurement service, signalling the emergence of a more tech-integrated and platform-neutral measurement era.

This is precisely the gap the MIB aims to address with its proposed reforms

“BARC is currently the only agency providing TV ratings. It does not track connected TV device viewership, despite it being a major trend. Existing policies had entry barriers that discouraged new players from entering the TV ratings sector. Cross-holding restrictions prevented broadcasters or advertisers from investing in rating agencies,” the ministry said.

A senior media executive, who has worked closely with both broadcasters and measurement bodies, welcomed the move as long overdue.

“At the end of the day, the industry will choose the direction it believes in. BARC is, after all, an industry body, with three major industry associations as common shareholders. It was always intended to stimulate advertising in India and help us better understand audiences.”

He added that opening up some of BARC’s earlier structural protections is a necessary evolution. “BARC was established around 2007, and naturally, 15 to 18 years later, it's only fair to expect change. Of course, there’s still a journey between what the ministry is articulating and what it may ultimately become.”

However, he stressed that some core components must retain their independence. “I continue to believe that certain elements must remain independent like the role TAM plays, and the independence of BARC in data processing. That independence is crucial because it’s really the heart of the system.”

“At the end of the day, the audience is one, they don’t differentiate between watching an OTT show or a linear TV show. They’re either being informed or entertained. And with content being consumed across screens at home, on the go, or even within the same household on multiple devices what we really need is a system that reflects this evolving market reality,” he added.

While the draft policy has been largely welcomed for encouraging innovation and inclusion, concerns remain about how conflicts of interest will be managed in a more open ratings ecosystem.

Critics point out that allowing advertisers or broadcasters to invest in rating agencies even indirectly could lead to bias in data interpretation or manipulation of outcomes unless stringent safeguards are enforced. Read more on the new proposed guidelines.

"It’s a fine balance," said another senior planner at a leading agency. "We need openness, but we also need integrity. Transparency in methodology and oversight will be critical or we risk creating more confusion than clarity."