Latest news with #PolicyGuidelinesforTelevisionRatingAgencies
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?
The Hindu
03-07-2025
- Business
- The Hindu
I&B Ministry proposes amendments to rules for TV rating agencies
The Union Information and Broadcasting Ministry has proposed amendments to the Policy Guidelines for Television Rating Agencies, originally issued in 2014. Also Read | TV rating agency BARC suspends ratings for news channels The proposed draft, released on Wednesday (July 2, 2025), removes some restrictive provisions for media houses to allow more players besides the current Broadcast Audience Research Council (BARC) to democratise and modernise the television audience measurement ecosystem. Observing that the existing system for measuring viewership, Television Rating Points (TRP), did not fully capture the evolving patterns owing to content availability on various platforms including smart TVs, mobile applications, and other online streaming platforms, the Ministry said the gap could affect the accuracy of ratings, which in turn might influence revenue planning for broadcasters and advertising strategies for brands. The Ministry has invited feedback from stakeholders and the general public within 30 days of the issuance of the draft. Also Read: Explained | Has the process to measure TRPs improved? 'The proposed reforms aim to enable fair competition, generate more accurate and representative data, and ensure that the TRP system reflects the diverse and evolving media consumption habits of viewers across the country. India currently has about 230 million television households. However, only about 58,000 people meters are presently used to capture viewership data, representing just 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 noted. The Ministry said the cross-holding restrictions prevented broadcasters or advertisers from investing in rating agencies. In order to fix the problems, the Ministry has proposed certain modifications that are aimed at fostering healthy competition, bringing in new technologies, and providing more reliable and representative data especially for connected TV platforms. 'The amendments will also 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,' it added.
News18
03-07-2025
- Business
- News18
New Tech, Better Data Accuracy: Govt Seeks To Revamp TRP Norms To Boost Competition
Last Updated: The proposed changes also include amending Clause 1.4 to prevent rating agencies from offering consultancy or advisory services that could create a conflict of interest In an effort to boost competition and modernise television viewership measurement in India, the central government on Thursday proposed key changes to the existing TRP (television rating point) guidelines. The Ministry of Information and Broadcasting (MIB) has suggested amendments to the Policy Guidelines for Television Rating Agencies – 2014 to better reflect the evolving media consumption habits of Indian audiences. The changes are aimed at removing entry barriers for new companies wishing to enter the television ratings sector, which is currently dominated by a single agency, the Broadcast Audience Research Council (BARC). Opening Up Market One major proposal includes deleting Clauses 1.5 and 1.7, which previously restricted cross-holdings between rating agencies and broadcasters, advertisers, or advertising agencies. These restrictions had limited the scope for investment and new entrants in the space. The Ministry is now inviting public feedback on the draft amendments from viewers, broadcasters, advertisers, and other stakeholders. Suggestions can be submitted by 1 August 2025. India has about 230 million TV households, but viewership data is currently collected using only 58,000 people meters—just 0.025% of the total TV homes. This small sample size raises questions about how accurately it reflects the viewing preferences of India's diverse population. The proposed changes also include amending Clause 1.4 to prevent rating agencies from offering consultancy or advisory services that could create a conflict of interest. This is intended to preserve the integrity and neutrality of audience measurement. The government believes these reforms will pave the way for multiple rating agencies, healthier competition, and the use of modern technologies that offer more reliable, accurate, and representative data. '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." These reforms aim to create a more transparent, inclusive, and technology-driven TV ratings system in India. The current policy framework includes entry barriers that have discouraged new companies from entering the TRP sector. Restrictions on cross-holdings have also stopped broadcasters and advertisers from investing in rating agencies, limiting growth and innovation in the field. (With inputs from agencies)
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Business Standard
03-07-2025
- Business
- Business Standard
Centre proposes changes to TV rating guidelines, removes conflict clauses
The Ministry of Information and Broadcasting (MIB) has proposed sweeping changes to the regulatory framework governing television rating agencies in India to broaden participation and modernise eligibility criteria. In an order released on Thursday, the ministry said it sought to revise key clauses in the 2014 Policy Guidelines for Television Rating Agencies. The Centre has also invited public and stakeholder feedback on the changes within 30 days of the notice's publication. Key deletions: Conflict of interest and cross-holding norms Among the most consequential proposals is the deletion of Clauses 1.5 and 1.7 from the existing guidelines, removing restrictions that previously barred board members of rating agencies from being involved in broadcasting, advertising, or related businesses, and eliminating the cross-holdings norms. Earlier, companies were only required to mention in their memorandum of association that they would avoid activities like consultancy or advisory services that might lead to a conflict of interest. Now, this prohibition is explicitly mandated. "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 updated clause reads. Under the current guidelines, dated 2014, concerned entities and individuals are barred from holding more than 10 per cent stake in a rating agency. "Having a substantial equity holding in companies shall constitute a cross-holding," the 2014 guidelines state. The proposed amendment is expected to lower entry barriers and enable new entities, including those with digital-first operations, to participate in the television ratings ecosystem. Other changes: Eligibility, registration, exemptions The government has also recommended the removal of a key proviso under Clause 1, which had earlier exempted self-regulatory industry-led bodies like the Broadcast Audience Research Council (BARC) from meeting certain eligibility criteria. Clauses that earlier required companies to be registered under the Companies Act, 1956, have been updated, now mandating registration under the updated Companies Act, 2013. According to the notice, the amendments will take effect immediately and apply retrospectively to currently registered companies.
