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The Ministry of Information and Broadcasting’s renewed consultations on audience measurement have set the stage for a possible multi-agency ratings regime in India. Yet, even as the debate unfolds, Broadcast Audience Research Council — currently the only licensed body — appears undeterred. Shashi Shekhar Vempati, former CEO of Prasar Bharati and an independent board member of BARC, says the agency is equipped to adapt to policy shifts.

Vempati, also a co-founder of the DeepTech for Bharat Foundation spoke about BARC's capability in already laying the foundation for future-ready measurement systems.

Talking about MIB's July 2 announcement on liberalisation of TRP system in India, “This latest consultation is not an isolated event,” says Vempati. “It’s a continuation of an earlier process where a committee had been set up to review the ratings guidelines. Some of its recommendations were adopted by BARC, while others were left for further deliberation. What we are seeing now is perhaps the next phase of that.”

The MIB recently issued an advisory signalling a shift toward a multi-agency ratings ecosystem, sparking intense debate among broadcasters, advertisers, and media planners. However, Vempati cautions against jumping to conclusions. “It’s still at a consultation stage. The ministry is hearing from stakeholders across the spectrum — advertisers, broadcasters, agencies. A final decision will only come after that process is complete.”

<a href="https://www.storyboard18.com/television/mib-opens-trp-market-otts-dpos-and-big-tech-can-now-set-up-ratings-agency-72762.htm">Read More: MIB opens TRP market: OTTs, DPOs, and Big Tech can now set up ratings agency</a>

Responding to criticism that BARC was not kept in the loop before the advisory was issued, Vempati maintains that the ministry’s approach is in line with its role. “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.”

The evolution of India’s advertising and media ecosystem — with the meteoric rise of digital platforms and the increasing penetration of connected TVs — has made a reassessment of the ratings system inevitable, according to Vempati. “We’ve seen major shifts — the growth in advertising and the boom in digital and connected content consumption. This course correction was due.”

But he’s quick to note that any major changes won’t materialize overnight. “Even if recommendations are adopted and new guidelines notified, any new agency that enters the fray will have to go through the same rigorous process — from conducting an establishment survey to deploying a robust meter base. None of this can happen until the census data becomes available, likely only by 2027 or 2028.”

While some advertisers have expressed a desire to see BARC “ramp up” and compete fiercely with any newcomers, Vempati says it's too early to assess what kind of competition might emerge. “We don’t even know who the competition is yet. First, we need to see the final guidelines and whether any new entities even apply for a license under them.”

Still, he acknowledges that BARC has done its internal homework. “A lot of groundwork has been laid historically, especially in cross-media measurement. I’m confident BARC will take the necessary steps in response to these developments.”

Whether India is ready for a multi-currency ratings system is still unclear, Vempati explains. “Internationally, different countries have different models. In the US, for instance, terrestrial broadcasting is still dominant, and different platforms carry very different types of content. Hence, separate ratings systems exist for each.”

In India, however, the content ecosystem is less fragmented. “We don’t have a strong terrestrial broadcasting layer anymore. So unless there is clarity on what exactly new licensees would be measuring — linear TV, Connected TV, digital OTT — it’s difficult to say whether multiple ratings systems make sense here.”

Vempati also questions whether new entrants like DPOs, OTT platforms, or tech giants could meet the high standards mandated in the current guidelines. “It’s not just about generating data. You need to comply with regulations, conduct an establishment survey, and install a wide network of meters. If BARC, an industry-backed body, finds this a challenge, it’s hard to imagine a single entity pulling it off profitably — unless it’s digital, where data collection can be more software-based.”

Even in digital, there are hurdles. “If someone claims to measure YouTube, what exactly are they measuring? YouTube hosts a vast range of content — much of it unlicensed or user-generated. And will platforms like Google even share that level of data? Highly unlikely.”

While the future of new TV measurement licensees remains uncertain, Vempati believes Connected TV (CTV) presents the most immediate opportunity for innovation. “CTV platforms could potentially offer a viable path forward. The content here is often different from satellite TV, and it doesn’t fall under the traditional licensing framework. So yes, CTV could be a distinct domain where measurement evolves.”

As for TAM — the former rival to BARC — and speculation that it may re-enter the ratings arena, Vempati is cautious. “I can’t comment specifically on TAM. But let’s be clear — the bar for entry is high. There are strict criteria, substantial operating costs, and the necessity of updated census data. This is not something that will happen overnight.”

Ultimately, Vempati sees the current consultations not as a disruptive overhaul, but as a forward-thinking recalibration of India's media measurement system. “There are many hoops to cross before we see tangible changes. But we’re definitely heading into a more nuanced and dynamic ratings future — one that reflects the changing nature of how India watches, consumes, and engages with content.”

<a href="https://www.storyboard18.com/television/oems-big-tech-in-fray-indias-media-ratings-overhaul-to-face-dpdpa-headwinds-72990.htm">Read More: OEMs, Big Tech in fray; India’s media ratings overhaul to face DPDPA headwinds</a>

<a href="https://www.storyboard18.com/how-it-works/trai-chairman-pushes-for-multiple-audience-measurement-rating-agencies-64162.htm">Read More: TRAI Chairman pushes for multiple audience measurement rating agencies</a>

EXCLUSIVE: ‘BARC has done its homework, ready for next chapter,’ says Shashi S Vempati

Note to readers: Media Mavens is a new Storyboard18 series featuring media investment firms and power players - the X-Women and X-Men who make the big calls on how and where to spend advertisers' money. This is a peek into their minds - how they work in a dynamic landscape, the next big trends they’re watching for, insights into what advertisers need today, the disruptions driving change and the factors driving their decisions. Watch this space for all that and more.

It’s been two quarters since ratings are back, which has spelt good news for media planners and buyers especially as we get into the great Indian festive season or the Golden Quarter, as it is known in the marketing world. Overall there is a lot of media buying happening in the television ecosystem where planners are looking at a long list of factors such as reach, affinity, engagements and integrations before spending any ad money. But that’s not all. The media landscape is fast-changing and through our new series - Media Mavens, we decode the shifts that matter. 

Amol Dighe is CEO, Investments and Business Development at one homegrown media investments company Madison Media. In an interaction with Storyboard18, Dighe talks about how planning and buying is quickly becoming media neutral and tells us how the return of ratings has helped in decision-making. 

Read on

Are you happy with the return of BARC ratings?

This has been a big relief. It always helps to have the measurement mechanism for decision making. Ratings form the basis on which decisions on channel selection and spends are made. However, factors like affinity and reach cannot be ignored. 

BARC ratings are back but there has been a change in measurement methodology. Do you think that has impacted ratings?

When the ratings were back, we saw a change in the pecking order of News channels. Some channels dropped in ratings while some channels saw an increase in their ratings. We are still seeing a fluctuation where the final pecking order does not seem to be settled as of now. We will have to continuously monitor the trends and performance of the category. So yes, managing the flux will be challenging.

We understand ratings are important but what are the other factors that help you choose one channel over the other? 

As I said, performance of the channel in terms of ratings forms the basis on which decisions on channel selection and spends are made. Then there is reach and affinity which is also critical. Other factors like what is the kind of value the channel offers to the brands in terms of special deals, integrations, activation etc, which also determine the share of investment the channel gets. For example, if the brand associates with the channel for an Impact property with content integration etc, then naturally the share of spend on that particular channel will be higher. So, spending on a channel will depend on what role the channel plays for the Brand, in addition to the ratings it garners.

Secondly, trade feedback also becomes important for channel selection. Feedback from various market or consumer surveys in a particular geography are also considered while selecting a channel.

After the ratings returned there was a lot of shuffling in terms of rankings. What about rates? 

When the ratings were back, we saw a change in the pecking order of news channels. Some channels dropped in ratings while some channels saw an increase in their ratings. We are still seeing a fluctuation. As buyers, this needs to be keenly watched and deals will be dynamic till this settles down.

Everyone is always talking about reach but are ad rates and reach directly proportional?

As we have seen, News Channels are not major reach builders. They add some reach in some brand TG’s but the role is largely for building frequency. Combination of factors like frequency, trade pull, affinity, network strength etc., determine the final rates for the news category.

With the festive season round the corner what are the factors you are considering while doing business with a broadcaster? Any genre that is leading the charts?

News Channels should focus more on reach and increasing share of ‘organic content’ and reduce the share of sensational content. They should make the environment more conducive to get more brands on board. They should also try to make News genre attractive for the female by marketing news as an all adult category

News channels could well focus on reach by increasing share of organic content and focusing on monetizing their marquee anchor shows and non FCT elements especially during festivals.

Demand and supply estimation especially during the festive season is critical. Many of the channels have impact properties to leverage the festive demand and the demand for regular inventory is also high. As smart buyers, we have to navigate these challenges to ensure visibility for brands. 

What are the big trends in GEC, especially with the festive season just around the corner? Between GEC and Sports, who has an upper hand during the festive season and why?

There is a lot of action happening in the festive season especially in the GEC and the sports genre. Marquee shows like KBC, Jhalak have already started with Big Boss etc, slated to launch shortly. These shows are big opportunities for brands to build saliency, awareness and launch new communication etc., during the festive season. Also, there are big blockbusters planned during the festivals which help. Brands can ride on the heavy promotion and leverage these properties by product integration, etc.

Ditto with Sports. A packed cricket calendar during the festive season is good news for brands which are heavy on sports. The Asia Cup, Bilateral Series followed by the World Cup is ample enough opportunity for brands.

Are there any big pandemic trends that have continued? With the stay-at-home crowd now out of home, what are the differences in spending patterns that you’ve seen?

Largely, things have settled down. Things are back to pre-pandemic levels in terms of planning. However, dip ratings across genres is a worrisome trend as that’s impacting deliveries.

With digital and an ever-evolving ecosystem how has the role of the media planner and buyer evolved over the years? 

We have seen how digital has evolved so quickly and has become a strong medium for advertisers according to all the media reports. It’s no longer a support medium and has become one of the leading mediums. It’s challenging and at the same time exciting for planners and buyers to build plans now. A lot of creativity and out of box thinking is put in when plans are made now. Bundled deals, integrated deals are in the offering and Networks also have realized that integrated deals are the need of the hour now. Planning and buying is becoming media neutral, which is the right direction.

What are the big trends to watch out for?

With more and more cricket being telecast, it will be critical to monitor the impact on viewership on other genres. Also, it will be interesting to see how the digital medium leverages sport in tandem with TV.

Media Mavens: The return of ratings has been a big relief, says Madison Media’s Amol Dighe

Note to readers: Media Mavens is a new Storyboard18 series featuring media investment firms and power players - the X-Women and X-Men who make the big calls on how and where to spend advertisers' money. This is a peek into their minds - how they work in a dynamic landscape, the next big trends they’re watching for, insights into what advertisers need today, the disruptions driving change and the factors driving their decisions. Watch this space for all that and more.

The fact that BARC ratings are the only currency that the TV ecosystem has, is not up for any debate anymore. The absence of ratings in the news genre made it clear how difficult it is for the advertisers, the media agencies and the broadcasters to do business.

Why exactly?

“News is probably the best frequency builder for advertisers today, given the coverage it can provide in a country like India with so many regional languages and nuances and ratings just helps in validating the decisions that we as planners take and the choice of channels,” says Sanchita Roy, Havas Media Group India.

Read on

It’s been close to six months that BARC ratings are back for the news genre. How has it helped in decision making, especially since the last two years had no rating system in place for the genre?

We have seen an exponential growth in News as a genre on the back of the pandemic and other global crises. There will always be a demand for News, the platform for consumption however may change. 
Intuitively, all of us would agree that the genre works/delivers even with no ratings. Ratings just help in validating the decisions that we as planners take and the choice of channels. Not only that, ratings also allow one to rationalize the cost, thereby bringing in more efficiencies for advertisers/clients.

How important are ratings when it comes to media investments and spending ad money? What are the other factors you consider?

What drives ratings today is engagement, the quality of audience and the audience experience with content on the platform. Today audiences are exposed to a plethora of content that is easily accessible across multiple platforms. Therefore, it becomes so much more important to ensure that you not only have the right reach and distribution but also the right content, which in turn would lead to higher time spent/engagement on the platforms. That determines the ratings. So, the more time audiences spend watching a channel/program, the higher its ratings will be. This is true for all genres, including news. 

Currently, BARC is the only currency that is there in the industry basis which millions are being spent. Any consumer connect will obviously throw some light on what is working on-ground in terms of channels/programs but to arrive at efficiencies you need a proper metric on which to base your decisions. The reality is BARC throws light only on TV viewership data. However, there is a lot of news consumption that is also happening on digital platforms today which unfortunately is not getting captured anywhere. This, I think, is the biggest challenge facing our industry today but in the absence of any other data source, the only option is to look at BARC. 

How critical is reach for a news broadcaster? Are ad rates and reach directly proportional?

Reach is the number of people who watch a particular channel within a specified period of time. The first requirement for any channel is to ensure sufficient distribution/coverage so as to ensure maximum exposure to the potential audience base. News is probably the best frequency builder for advertisers today, given the coverage it can provide in a country like India with so many regional languages and nuances.

Talking of reach, how do you think having a strong digital presence helps in amplification? Do you give more preference to networks that offer bundled deals?

Today, there is a lot of media consumption that is happening across multiple digital channels through the smartphone. Therefore, having a strong digital presence not only helps in amplification but also ensures that one is reaching out to the potential audience set no matter where the consumption is happening.

Secondly, campaign objectives determine the deals that we buy on behalf of our clients. So if a client brief demands that we look at offline plus online presence on news as a genre we will go ahead and do it. Finally, it’s about understanding the consumer decision journey that will form the base of all recommendations.

With the festive season around the corner, what are the factors you are considering while doing business with a broadcaster? Any genre that is leading the charts?

Again, it’s a very fragmented media ecosystem today, you need to be present across genres to ensure maximum visibility, especially during the festive season which is otherwise very cluttered. Hence, depending on what the end goals are we would be looking at options with broadcasters to better deliver on our client’s business objectives.

Media Mavens: ‘Ratings allow one to rationalize cost,’ says Sanchita Roy of Havas Media

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