Revamping TV Ratings: A New Era for Indian Media

The government is set to shake up the television viewership measurement sector, aiming to encourage competition and innovation. The Ministry of Information and Broadcasting's proposed amendments to the 2014 Policy Guidelines for Television Rating Agencies seek to remove barriers to entry for new companies.

The proposed changes are significant, eliminating crucial restrictions like clauses 1.5 and 1.7, which limited cross-holdings between rating agencies, broadcasters, advertisers, and ad agencies. The Ministry is inviting feedback on these amendments from stakeholders across the board by August 1.

With only one agency currently responsible for TV ratings and failing to track connected TV viewership, the proposed reforms target a more representative measurement system. By opening the field to multiple agencies, the government hopes to boost investment and usher in a technology-driven, inclusive TV rating ecosystem.

(With inputs from agencies.)