logo
India's TRP ecosystem needs a reset. Time to end BARC monopoly

India's TRP ecosystem needs a reset. Time to end BARC monopoly

The Print21-07-2025
Before BARC, TAM (Television Audience Measurement)—a joint media research venture by Kantar and Nielsen—tracked what India watched. But India is a large country, and TAM could only place meters to measure audience preferences in a limited number of households, that too mostly in urban areas. As a solution, broadcasters, advertisers, and media agencies came together in 2010 to form BARC, which was empanelled by the MIB and started operations in 2015. BARC roped in TAM for back-end technological expertise and rejigged sampling methods. When BARC was rolled out, it measured 12,000 out of the 145 million TV households in India. This was still only 0.008 per cent.
At the heart of this mismatch is a measurement gap that the Ministry of Information and Broadcasting (MIB) is now trying to resolve through reforms to TV ratings guidelines. The MIB is in the process of amending the 2014 television ratings guidelines that led to the accreditation of the Broadcast Audience Research Council (BARC) to measure the relative popularity of TV channels. This much-needed proposal aims to end BARC's monopoly and allow additional entities to conduct TV ratings, which can revitalise TV advertising.
Television advertising revenues have been in freefall , declining from Rs 334 billion to Rs 294 billion in just two years. Twelve per cent of the brands that used TV to reach the masses in 2023 adopted a different distribution medium in 2024. Despite this, the TV industry continues to expand its offerings. DD Free Dish, a state-run distribution platform that requires only a one-time installation fee and no subscription charges, added both consumers and channels last year. The number of Free-to-Air channels on TV that recover costs from advertising is also increasing. Clearly, there is a disconnect between broadcasters' and advertisers' assessment of the true value of India's 160 million-household-strong TV market.
Panel sizes have grown over the years to 55,000, but BARC continues to use the same data-collection methods. Watch time is measured in clock minutes through audio-watermarking technology that detects the channel being viewed. Before watching, each family member in a metered household must press a button to indicate whether they are an adult or a child, and to record their gender. They must press the same button again when they stop viewing. This approach rests on the optimistic assumption that viewers comply every time they switch channels.
Meanwhile, the global media landscape has been moving ahead with qualitative, platform-agnostic measurement tools enabled by big data, advanced meter technologies, and more demographically inclusive panels.
Also read: Internet can't be regulated like TV. Look at how UK, Australia are doing it
Need for competition in TV ratings
Advertisers rely on BARC's single measurement currency, Television Rating Point (TRP), which estimates the duration and frequency of viewership. These ratings help them determine which channels attract the most viewers and where to spend their ad budgets. There are no alternative estimates to go by. In contrast, financial institutions can access data from seven credit rating agencies to determine the creditworthiness of a borrower. There are a dozen or more agencies that news channels can commission for exit poll surveys of elections.
A one-agency, one-currency system also leaves TV audience measurement vulnerable to manipulation. The first complaints of TRP manipulation emerged in 2018, when Hansa Research – the entity that installs meters for audience measurement – filed a police complaint alleging that households were being paid to watch a particular channel. Later, in 2020, the TRP scam implicated broadcasters and former officials at BARC, with allegations of manipulation dating back to 2016, according to an audit report that Mumbai Police received from BARC. The council suspended ratings for three months, but the damage had already been done: advertisers had lost trust in the TRP system, and some broadcasters exited BARC.
Other mature media markets have gone through challenges involved in relying on a single entity to track consumer attention across platforms, devices, and demographics, and have therefore transitioned to 'multi-currency models' that allow multiple measurement providers to coexist. Ad-industry bodies in the US, such as the Video Advertising Bureau and the Television Bureau of Advertising, encourage alternative measurement providers. Even in Singapore, where the TV market is smaller than those in India and the US, multiple agencies operate.
Also read: OTT isn't stopping viewers from turning to TV for sports. Now, remove legacy regulations
Much-needed shot in the arm
A ratings monopoly in India has led to a lack of technological variation, resulting in sluggish systems detached from market dynamics. The rationale for MIB's latest move is therefore strong, and if advertisers can choose between multiple measurement providers, they will gain access to sharper audience data and become more confident in their fiscal planning. This policy rejig also makes room for multi-stakeholder collaborations between distributors with last-mile reach and specialist measurement companies. The resulting competition will drive improvements in advertisers' access to quality data. The ministry should allow the players to freely collaborate, and the best measurement models to emerge in the market.
Even as advertising revenue dwindles, TV in India is far from its swan song. This year, 169 million people tuned in to the Indian Premier League final on TV. With mass appeal intact, opening up the ratings ecosystem could engender much-needed trust in TV advertising and give broadcasting a shot in the arm. It could also prove to be a testbed to stress-test India's growing data analytics capacities, bolstered by the R&D and skills spillovers of global firms setting up global capability centres here.
If done right, this much-needed reform can catalyse the kinds of multiplier impacts free markets tend to regularly deliver in high-technology ecosystems.
Varun Ramdas and Srishti Joshi are media policy specialists at Koan Advisory, New Delhi. These are their personal views.
This article is part of ThePrint-Koan Advisory series that analyses emerging policies, laws and regulations in India's technology sector. Read all the articles here.
(Edited by Zoya Bhatti)
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

‘A robust platform to empower young entrepreneurs': CM inaugurates CM YUVA Conclave
‘A robust platform to empower young entrepreneurs': CM inaugurates CM YUVA Conclave

Indian Express

time5 minutes ago

  • Indian Express

‘A robust platform to empower young entrepreneurs': CM inaugurates CM YUVA Conclave

CHIEF MINISTER Yogi Adityanath on Wednesday inaugurated the CM YUVA Conclave and Expo-2025 in Lucknow. The CM YUVA Yojna has been launched under the Mukhyamantri Yuva Udyami Vikas Abhiyan. Adityanath said that over 68,000 youths have so far received interest-free and collateral-free loans amounting to Rs 2,751 crore under the scheme. The state government is offering 10 per cent margin money assistance to support budding entrepreneurs further. Highlighting the potential of Uttar Pradesh's youths, he said, 'CM YUVA Yojana is not just a financial aid programme, but a robust platform providing mentorship, market access and essential resources to empower young entrepreneurs.' He directed officials to ensure that at least 50 youngsters from each district visit the exhibition so they can gain firsthand knowledge about various government schemes, startup resources and market opportunities. He also inaugurated the exhibition and launched 'UP Mart', a portal for machinery suppliers, aimed at easing access to essential tools and equipment for startups. Also, 17 MoUs were signed in the CM's presence to boost entrepreneurship in the state. Underscoring the unique features of the scheme, Adityanath noted that it addresses the key challenges faced by aspiring entrepreneurs— lack of capital, training, and guidance. 'This is not just a scheme —it's a movement. A golden opportunity for every youth who has a dream but lacks resources,' he said. Addressing university Vice-Chancellors and youths at the CM YUVA Conclave, Chief Minister Yogi Adityanath expressed concern over the growing disconnect between academic institutions and society. 'Our institutions are becoming isolated islands, increasingly cut off from the people and government schemes. This disconnect is dangerous,' he said. He pointed out that due to lack of information, many young people fall prey to fraudulent schemes, get burdened by debt and are often left with no choice but to migrate in search of opportunities. 'But now, this cycle will end,' he asserted. The CM highlighted several initiatives launched to revive Uttar Pradesh's traditional industries, including handicrafts, cottage industries, and the MSME sector. 'Today, there is no licensing requirement for the first 1,000 days of starting a new enterprise in the state. We are also providing an insurance cover of ₹5 lakh to support young entrepreneurs,' he said. Reflecting on the 2017 Lok Kalyan Sankalp Patra of the BJP, prepared under the guidance of Prime Minister Narendra Modi, the Chief Minister said that a commitment was made to promote traditional industries through a dedicated scheme. Acting on this, a statewide survey was conducted post-2017, which revealed that every district had unique traditional enterprises. However, due to corruption, lawlessness, and large-scale migration, these industries had nearly collapsed. The CM said that the One District One Product (ODOP) scheme has helped boost Uttar Pradesh's exports from Rs 86,000 crore to over Rs 2 lakh crore. 'Earlier, Chinese products flooded the markets during festivals. Today, locally made ODOP items are finding a place in every household,' he added. He also announced that products from Uttar Pradesh would be prominently featured at an International Trade Show scheduled from September 25 to 29, 2025, at the India Expo Centre in Noida. 'The Buyer-Seller Meet held at this event has become a massive platform for showcasing the state's potential. No one would have imagined such innovation and enterprise from UP just a few years ago. From four lakh participants in the first year to five lakh in the second, the show is pushing forward our vision of taking local products to the global stage,' he said.

Thin ecosystem & low visibility keep Telangana startups away from big funding
Thin ecosystem & low visibility keep Telangana startups away from big funding

Time of India

time19 minutes ago

  • Time of India

Thin ecosystem & low visibility keep Telangana startups away from big funding

Hyderabad: Telangana may be known as a tech hub, but only 37 startups from the state have secured funding through the Fund of Funds for Startups (FFS) scheme under the Startup India initiative. These startups received a total of Rs 600 crore through Alternative Investment Funds (AIFs). This figure is significantly lower compared to top-performing states. Karnataka leads with 396 startups backed and Rs 7,348 crore in funding, followed by Maharashtra with Rs 5,606 crore and Delhi with Rs 3,689 crore. In all, 1,282 startups across India have received Rs 23,679 crore in funding through AIFs, according to data tabled in the Lok Sabha. You Can Also Check: Hyderabad AQI | Weather in Hyderabad | Bank Holidays in Hyderabad | Public Holidays in Hyderabad Ramesh Loganathan, chief operating officer of the Centre for Innovation & Entrepreneurship (CIE), one of the largest academic incubators in the country, said the funding process lacks transparency and is tilted in favor of cities like Bengaluru and Noida. "It's not easy to get investments through the Fund of Funds scheme. There's limited transparency, clear bias towards certain cities, and we lack a robust startup ecosystem," he said. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Benefits of Trading Bitcoin CFDs IC Markets Learn More Undo He added that while Telangana has a fair number of startups, many don't meet quality benchmarks. "Even the top-tier startups tend to relocate to Bengaluru or other hubs in search of better ecosystems and visibility," he said. AIFs are pooled investment vehicles that draw funds from contributors and invest in unlisted companies, including startups. Investments are made in phases after a thorough evaluation and execution of agreements. Startup founders in Hyderabad echoed similar concerns. Saketha Pingali, founder of Smart Pharma, pointed to the time-consuming process and lack of visibility. "I don't apply for Startup India schemes because the process is long and uncertain. Unless the amount is substantial, it's not worth it," she said. "Even early-stage startups in Bengaluru get noticed because they're active online, with branding and regular updates. In Telangana, many strong startups go unnoticed due to a lack of visibility and investor presence." The data highlights the urgent need for strengthening Telangana's startup ecosystem if it wants to compete with the country's leading innovation hubs.

State's mineral blocks yield zero royalties for two fiscal years: Min
State's mineral blocks yield zero royalties for two fiscal years: Min

Time of India

time19 minutes ago

  • Time of India

State's mineral blocks yield zero royalties for two fiscal years: Min

1 2 Kendrapada: Odisha reported that 22 major mineral blocks auctioned or allotted since 2022 have not generated any royalties, premiums, or other levies for the fiscal years 2023–24 and 2024–25. This information was shared by minister of coal and mines, G. Kishan Reddy during a session in the Lok Sabha on Wednesday. While 22 mineral blocks were auctioned since 2022, none of them are operational yet. Despite the absence of direct revenue from these mineral blocks, the state has seen substantial collections under the District Mineral Foundation (DMF). For the fiscal years 2023–24 and 2024–25, Odisha's 30 districts amassed Rs. 4,582.78 crore and Rs. 4,270.88 crore, respectively. The balance available under DMF as of March 31, 2025, stood at Rs. 13,786.71 crore, with an expenditure of Rs. 3,026.10 crore during 2023-24. The DMF funds are allocated to high-priority projects as outlined in the Odisha DMF Rules, 2015, with no reported diversions. The fund is non-lapsable, allowing unutilized balances to be carried forward for future use. Notably, Sundargarh district collected Rs. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like No annual fees for life UnionBank Credit Card Apply Now Undo 1,518.27 crore and Rs. 1,620.38 crore during the fiscal years 2023–24 and 2024–25 respectively. In response to a query from Sukanta Kumar Panigrahi, Reddy highlighted the ministry of mines' new guidelines for the 'Aspirational DMF Programme', issued on July 9, 2025. This initiative aims to align DMF activities with the Aspirational District Programme (ADP) and Aspirational Block Programme (ABP), enhancing outcomes for mining-affected communities. The programme focuses on five core themes: health & nutrition, education, agriculture & water resources, financial inclusion & skill development, and infrastructure, in line with the Pradhan Mantri Khanij Kshetra Kalyan Yojana (PMKKKY). The guidelines, released in Jan 2024, apply to 106 of the 112 aspirational districts, including Kandhamal. However, Boudh district is not classified as an aspirational district. The PMKKKY guidelines emphasizes complementing ongoing state and central govt schemes, with DMFs prioritizing ADP and ABP targets. In Kandhamal district, three projects have been sanctioned and completed under the DMF, with a total investment of Rs. 18 lakh, according to the minister.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store