India’s television industry is facing a turning point as the Ministry of Information and Broadcasting (MIB) proposes amendments to the 2014 Policy Guidelines for Television Rating Agencies. The ministry’s objective is to foster innovation and competition by allowing multiple rating agencies and opening up the industry to new players. However, these changes have triggered widespread concern among broadcasters, advertisers, and measurement bodies, who fear that relaxing rules on conflict of interest could damage the credibility of the ratings system and undermine trust.
What Are the Proposed Amendments?
The MIB has suggested deleting two important clauses from the existing guidelines:
- Clause 1.5 – This clause currently prevents individuals with direct commercial interests in broadcasting or advertising from being on the board of rating agencies.
- Clause 1.7 – It bars ownership overlap between broadcasters, advertisers, ad agencies, and measurement companies.
The ministry argues that removing these clauses will encourage competition, invite global expertise, and help the industry adapt to changing viewer behavior driven by digital platforms and new technology.
Why Broadcasters Are Opposing the Changes
Industry bodies such as the Indian Broadcasting and Digital Foundation (IBDF) and the News Broadcasters and Digital Association (NBDA) believe that the amendments could compromise the integrity of audience measurement.
- They insist that the ratings ecosystem must remain independent and not-for-profit.
- Ownership or board involvement from stakeholders with commercial interests could lead to manipulation and unfair advantage.
- Allowing multiple proprietary measurement models could fragment the market, reduce transparency, and create monopolistic behavior.
The All India Digital Cable Federation (AIDCF) has called these amendments a “dismantling of vital safeguards,” warning that they could pave the way for biased data, reduced trust, and unfair competition.
The Risk of Fragmentation and Monopoly
A core concern is the potential rise of data-driven monopolies where large broadcasters or tech giants influence measurement tools to favor their platforms. With separate rating systems introduced by device manufacturers, OTT services, and advertisers, audiences might face confusion over content performance, affecting advertising spend and investment decisions.
The Government’s Stand
The MIB maintains that innovation and competition are essential in an era where digital consumption patterns are reshaping the media landscape. It has invited feedback from stakeholders, with the deadline for responses already passed. Now, the ministry must weigh the benefits of openness against the risks to credibility and trust.
Conclusion
The government’s intent to modernize India’s television ratings framework is understandable given the rise of OTT platforms and technological advancements. However, credibility, transparency, and trust remain pillars that cannot be compromised. A balanced approach that promotes competition while safeguarding against conflicts of interest is essential. The outcome of this debate will shape the future of audience measurement in India and influence how advertisers and broadcasters navigate the evolving media ecosystem.
The NewsBit Bureau