I&B Ministry’s proposal to amend TRP agency guidelines: Some call it progressive, others raise concerns

The amendments will remove entry barriers and allow multiple agencies in the space
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The Information & Broadcasting Ministry is proposing to bring amendments to the existing guidelines for audience measurement agencies by removing cross-holding restrictions, in a bid to remove entry barriers and allow multiple agencies in the space. Some experts believe it’s a progressive move and will foster innovation at a time when viewership is increasingly becoming digital. However, other experts have raised concerns about the adverse impact due to conflict of interest and emergence of multiple entities in the space.

In a statement, the Ministry said the proposed amendments will “foster healthy competition, bring new technologies and provide more reliable and representative data”, especially for connected TV platforms. The Ministry, which has sought views from stakeholders on the proposed amendments, added that the existing audience measurement technology does not sufficiently capture viewership on emerging platforms such as smart TVs, streaming devices and mobile apps.

Space for new players

Currently, self-regulatory industry body, Broadcast Audience Research Council (BARC), is the only entity that provides TV ratings in the country. Industry observers said once finalised, the amendments could lead to entry of new players including distribution platform operators, big tech companies and digital platforms in the audience measurement space.

A spokesperson for TAM Media Research said that the government’s proposal is a progressive move. The company said it has been exploring, and is in discussions for collaborations with tech as well as distribution platform operators for multi-screen measurement systems. In terms of linear TV measurement, the company’s partnership with BARC will remain unchanged, it added. 

“Credibility in a rating system is paramount. It must be preserved and continuously strengthened. The idea of having multiple rating agencies can be beneficial, provided they must not undermine each other or dilute the core value of the TRP system. The industry’s goal should be to enhance transparency and trust, and avoid confusion or competition that erodes credibility,” said Rajiv Bakshi, a veteran broadcast industry executive.

BARC’s credibility

Another senior industry executive, who did not wish to be identified, expressed concerns about emergence of multiple entities in the audience measurement space without any cross-holding restrictions. “Entities that have substantial investments in broadcasting or advertising space, may enter the audience measurement space and can seriously jeopardise transparency of the ratings system. Cross-holding restrictions play a critical role in ensuring neutrality,” he added.

A senior advertising veteran noted, “If these amendments bring innovations, especially when it comes to measurement in terms of digital platforms and multi-screen measurement, then it will be a step in the right direction. But it should not come at the cost of eroding the credibility of BARC, which is a self-regulatory industry body that brings together all stakeholders”

However, others believe this move was much needed. Media and corporate legal expert Ashok Mansukhani said, “ This is a very welcome move by the government. Healthy competition will ensure there is better reporting of TRPs. There have been concerns about the existing ratings system being opaque. It is also time that there are systems to rate streaming platforms.”

Published on July 4, 2025