The Economic Times

TV ratings blackout gets longer: Broadcasters worried as pressure to restore audience measurement & provide advertisers greater visibility rises ahead of festive season

The prolonged suspension of TV ratings has intensified pressure on the Ministry of Information and Broadcasting to restore audience measurement, with broadcasters seeking greater revenue visibility and advertiser confidence ahead of the festive season. BARC is working to meet the governments TV rating guidelines, including expanding its panel to 80,000 and increasing independent representation on its board, while TAM India and Chrome DM have also applied to offer measurement services. Industry bodies have raised concerns over the financial viability of multiple rating agencies and potential discrepancies in viewership data.