India's New TV Ratings Policy Expands Governmental Power, Includes OTT/CTV
India's Ministry of Information and Broadcasting introduced the TV Ratings Policy 2026, updating 2014 guidelines to include OTT and connected TV measurement alongside traditional broadcasts. The new policy lowers net worth thresholds for rating agencies, mandates stricter governance, closes the 'landing page loophole' for viewership, and significantly expands governmental powers over rating agencies, including suspension and takeover rights. These changes aim to address issues of outdated measurement frameworks, lack of competition, and potential manipulation highlighted during a 2020 controversy.
Key Takeaways
- Ministry of Information and Broadcasting (MIB) released the TV Ratings Policy 2026 on March 27, 2026, superseding the 2014 guidelines.
- Net worth threshold for rating agencies reduced from INR 20 crore to INR 5 crore.
- At least 50% of a rating agency's board must now be independent directors, prohibiting ties to broadcasters, advertisers, or agencies.
- The policy closes the 'landing page loophole,' preventing viewership from default channel placements on DTH home screens from being counted in ratings.
- MIB gains new powers, including restricting operations, taking over services and infrastructure, and revoking registration for national security or emergency reasons without compensation.
- Prior to the 2026 policy, the MIB directed BARC India to suspend news channel ratings for four weeks on March 6, 2026, citing a 2020 TRP manipulation controversy and recent sensationalist coverage of the Israel-Iran conflict. This suspension was extended.
Why It Matters
The updated Indian TV Ratings Policy formalizes and expands the government's authority over audience measurement, integrating OTT and Connected TV into the framework. This move aims to enhance transparency and competition in a sector previously dominated by a single entity, BARC India, while bringing ratings under the purview of critical information infrastructure. The industry should monitor how the updated policy impacts ratings accuracy and agency independence, particularly given the government's demonstrated willingness to intervene in content measurement.
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