The Broadcast Audience Research Council (BARC) India, the country’s sole licensed television audience measurement body, is well-prepared for the evolving landscape of media measurement, even as the Ministry of Information and Broadcasting (MIB) initiates fresh consultations that could pave the way for a multi-agency ratings regime. This assurance comes from Shashi S Vempati, former CEO of Prasar Bharati and an independent board member of BARC, who stated that the organization has “done its homework” and laid the groundwork for future-ready measurement systems.
Vempati’s comments emerge at a critical juncture for India’s television rating system. The MIB’s recent draft policy, released on July 2, 2025, aims to reform and modernize the TRP (Television Rating Point) ecosystem, explicitly removing restrictive clauses that previously limited competition. This move, intended to democratize and technologically upgrade audience measurement, has opened the door for new players to enter the market, potentially challenging BARC’s current monopoly.
Despite the prospect of new entrants, Vempati maintains that BARC is undeterred and equipped to adapt to these policy shifts. “BARC is a licensee — currently the only one — and a regulator is not obligated to consult a licensee before such moves. The regulator is expected to consult the entire industry,” Vempati clarified, addressing any speculation about BARC’s involvement in the policy drafting process. He emphasized that any new agency entering the fray would face a similar rigorous process, from conducting establishment surveys to deploying a robust meter base, a process unlikely to materialize fully until census data is available, possibly by 2027 or 2028.
The shift towards a more nuanced and dynamic ratings future is also reflected in BARC’s proactive steps to enhance its measurement capabilities. Beginning June 26, 2025, BARC India transitioned from releasing data based on a four-week rolling average to reporting weekly unrolled viewership estimates. This change provides more immediate insights into audience trends, particularly benefiting news channels and broadcasters seeking real-time data for faster decision-making. Furthermore, BARC is actively working on measuring Connected TV (CTV) consumption, having identified premium households and planning to install over 5,000 premium panels by April 2025. This initiative aims to provide a more holistic understanding of linear TV and CTV consumption trends, addressing a crucial gap in the current measurement framework.
Vempati highlighted that significant groundwork has been laid historically, especially concerning cross-media measurement. He expressed confidence that BARC would take the necessary steps in response to the upcoming developments. While acknowledging the industry’s desire for BARC to “ramp up” and potentially compete fiercely with newcomers, Vempati noted it’s too early to assess the nature of future competition without finalized guidelines and applications from new entities.
The MIB’s reforms, which also include inviting public consultation on the draft policy for 30 days, are seen as a move to address the limitations of the current system, which measures only a small fraction (0.025%) of India’s over 230 million TV households and often fails to capture evolving digital consumption patterns. This proposed overhaul aims to bring in new technologies, allow for more accurate and representative data, and foster fair competition in the audience measurement sector.
As India’s media landscape continues its rapid evolution, driven by technological advancements and shifting consumption habits, BARC’s preparedness, as asserted by Shashi S Vempati, will be crucial in maintaining its relevance and leadership in providing comprehensive and credible audience insights. The coming months will be pivotal in shaping the future of media measurement in one of the world’s largest and most dynamic markets.
Key Highlights:
- Shashi S Vempati, a BARC board member, asserts that BARC India has “done its homework” and is ready for the next chapter of media measurement, despite potential policy shifts allowing new rating agencies.
- BARC has already transitioned to weekly unrolled viewership data and is actively working on measuring Connected TV (CTV) consumption, with premium panels being installed by April 2025, to provide more real-time and comprehensive insights.
- The Ministry of Information and Broadcasting (MIB) has released a draft policy to reform India’s TRP system, aiming to open the sector to multiple players and modernize audience measurement, especially for digital consumption.
- Vempati believes that while new competition may emerge, BARC’s foundational work and ongoing innovations position it strongly to adapt to the evolving media landscape.