The Indian Broadcasting and Digital Foundation (IBDF) has weighed in on the government’s proposed reforms for the television ratings ecosystem, signaling its support for an open market with multiple players. However, in a move to safeguard the integrity of the data, the IBDF has strongly cautioned the Ministry of Information and Broadcasting (MIB) against dropping the crucial ‘conflict of interest’ clause. This stance underscores a critical concern within the industry: while competition is welcome, it must not come at the cost of data credibility.
The IBDF’s position aligns with its previous submission to the Telecom Regulatory Authority of India (TRAI) in 2018, where it had acknowledged that India’s vast television market could indeed support more than one measurement agency. The current sole agency, BARC, was established precisely to eliminate the very conflicts of interest that the MIB is now considering removing. This proposed “U-turn” by the government has sparked worry among broadcasters and industry veterans who fear that a completely open field, without the necessary safeguards, could lead to the entry of “unscrupulous and non-serious players.”
According to the IBDF, for any television ratings system to function effectively, the data it produces must be a credible “currency” that all stakeholders—broadcasters, advertisers, and agencies—can trust. The organization believes that removing the conflict of interest clause could fragment the market with conflicting and potentially manipulated data, ultimately creating confusion and hindering the growth of the sector. The MIB’s draft amendments, which include mandating that only companies registered under the Companies Act, 2013, can apply and strengthening prohibitions against agencies that also offer consultancy services, are seen as attempts to reinforce credibility. However, for the IBDF, the existing conflict of interest provisions are a non-negotiable safeguard to maintain the validity and trustworthiness of the ratings.
This debate highlights the delicate balance between promoting a competitive, liberalized market and ensuring the foundational principles of a fair and reliable ratings system remain intact. The IBDF’s firm position is a clear signal to the government that while the industry is ready for change, it is not willing to compromise on the integrity of the data that drives a multi-billion-dollar industry.
Key Highlights:
- The Indian Broadcasting and Digital Foundation (IBDF) supports the government’s initiative to open up the television ratings market to new agencies.
- The IBDF, however, strongly advises against removing the existing ‘conflict of interest’ clause, fearing it could lead to the entry of unreliable players and compromise data integrity.
- The organization stresses that for any ratings system to be effective, its data must be a credible “currency” for all industry stakeholders.
- The current controversy stems from the MIB’s proposed amendments, which the IBDF believes could be a “U-turn” from the original intent of establishing a single, conflict-free ratings agency.