MIB’s draft guidelines could end BARC’s monopoly, ushering a competitive TV ratings era in India: Report
The Ministry of Information and Broadcasting’s (MIB) proposed guidelines mark a potential turning point in India’s television audience measurement ecosystem. By significantly lowering entry barriers, the draft policy opens the gates to a wider pool of players — ranging 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 the Broadcast Audience Research Council (BARC) and pave the way for a more competitive, tech-forward, and platform-agnostic ratings environment.
Until now, structural barriers kept most potential competitors out. Clauses like 1.5 and 1.7 barred directors of rating companies from having ties to broadcasters, advertisers, or ad agencies and restricted cross-holdings between rating agencies and industry stakeholders. While these clauses were designed to prevent conflicts of interest, they effectively insulated BARC from competition.
The new draft seeks to undo this scenario, broadening the pool of eligible players. According to an industry insider, the revised framework could allow data-first companies, OTT platforms, telecom giants, and martech firms to enter the fray. Global players like Nielsen or YouGov could re-enter aggressively, while homegrown analytics firms may finally find a level playing field.
“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 ad spends. They may not float a measurement agency themselves but can fund or invest in one, giving them direct control over audience data and influence over advertiser decisions,” the insider stated to exchange4media.
The ministry seems to anticipate and even encourage this. In a recent statement, it noted:
“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.”
Sources of Exchange4media indicate that TAM Media Research, a joint venture between Nielsen and Kantar, is already preparing for a comeback. Allegedly, TAM is in advanced talks with big tech firms and distribution operators to launch a multi-screen digital audience measurement service — signalling the emergence of a tech-integrated, platform-neutral measurement era.
This is precisely the gap the MIB aims to address. At present, BARC remains the sole agency providing TV ratings but does not track connected TV device viewership — a growing segment. Existing policies discouraged new players from entering, despite the shift in consumer behaviour.
With the proposed reforms, India’s TV ratings landscape appears poised for disruption — offering the promise of more transparency, innovation, and competition in how audience data is measured and monetized.