IBDF, IAMAI weighing options on final response to MIB's TV ratings reform plan

Deliberations are ongoing at the Indian Broadcasting and Digital Foundation (IBDF) and the Internet and Mobile Association of India (IAMAI) on their final submissions to the information and broadcasting ministry’s proposed amendments to the Policy Guidelines for Television Rating Agencies in India, people aware of the matter said.

Broadcasters have welcomed the ministry’s move to reform audience measurement but cautioned that opening the space to interested parties could create conflicts of interest and undermine television’s credibility as India’s largest reach medium, they people cited earlier told ET.

If the industry bodies fail to reach consensus on the matter, entertainment broadcasters may be forced to make individual representations to the ministry, industry executives said.

The deadline for responses to the draft amendments closed on September 1. This is one of the rare occasions when IBDF has struggled to present a unified position on a key issue.

IBDF’s board and legal committee held discussions, with the foundation at one point even considering a strong protest against the ministry’s proposals, particularly the removal of crossholding restrictions.

While some broadcasters support scrapping these restrictions, others insist that IBDF maintain its long-standing position of retaining them. A source said a joint submission is still possible, as the matter remains under board consideration.

IAMAI has circulated a draft submission among its members to seek feedback before finalising its response to the ministry. It is also exploring support for a unified, transparent measurement framework for digital platforms in India.

News broadcasters remain firmly opposed to lifting crossholding caps. “The proposed relaxation, while beneficial for the entry of new players and for competition, allows interested parties to enter the business with potential conflicts of interest. It necessitates robust checks and balances, which should be introduced to ensure market integrity and prevent conflicts in a more open and diverse marketplace,” the News Broadcasters and Digital Association said in its preliminary submission on July 29.

In its July 2 draft, the ministry proposed deleting Clauses 1.5 and 1.7. Clause 1.5 bars directors of a rating agency from being involved in broadcasting, advertising, or media buying. Clause 1.7 lays down crossholding restrictions to prevent overlapping ownership across broadcasters, advertisers and rating agencies.

Most broadcasters believe reforms should strengthen the existing framework through stakeholder involvement. They argue that the Broadcast Audience Research Council (BARC), which represents broadcasters, advertisers and agencies, has built a relatively robust system over the past decade, despite gaps such as the absence of cross-screen measurement.

Audience measurement remains central to the broadcast industry, with weekly ratings released every Thursday, serving as the benchmark for advertisers and broadcasters to evaluate programming and campaigns.