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As Taarak Mehta Ka Ooltah Chashmah (TMKOC) nears its 17th anniversary this July, its creator and producer Asit Kumar Modi opens up about the show’s evolution, persistent fan questions and how the team is braving the changing entertainment landscape. Despite the surge of OTT content and shifting audience expectations, TMKOC continues to be a TRP mainstay and a cultural touchstone in Indian television.

At the heart of fan curiosity remains one question, When will Dayaben return?Disha Vakani’s unforgettable portrayal of the garba-loving housewife has left a vacuum since her maternity leave in 2017. 

Moneycontrol reported that Asit Modi confirmed that the character was never written off. “We’re serious about bringing Dayaben back. We’ve kept her alive in the narrative because she still lives in people’s hearts. And yes, Popatlal’s wedding won’t happen without her return,” he joked.

While Vakani’s absence has sparked rumours of a replacement, Modi admitted it’s difficult to find someone who can match the cultural imprint she left. He also acknowledged the challenges faced by working women balancing personal responsibilities.

TMKOC has weathered the exits of several core actors, including Shailesh Lodha and Gurucharan Singh. But it’s not just the cast that’s changing, so is the audience. “In the OTT era, it’s tough to keep people laughing every day. Stress is high. But we draw from real people and relatable stories,” Modi shared.

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The show’s ability to adapt is visible in its latest “Bhootni” track, which pushed TMKOC back to the No.1 TRP slot. Despite social media speculation about more cast exits, Modi firmly debunked the latest rumours about Dilip Joshi and Munmun Dutta. “They were just away for personal reasons. There’s no issue,” he clarified.

Modi emphasised his open-door approach to feedback. “The audience is everything. I listen, I adapt but I stay focused on our goal is spreading happiness.”

Read More: <a href="https://www.storyboard18.com/brand-makers/f1-and-apple-is-the-tech-giant-eyeing-us-formula-1-broadcast-rights-challenging-espn-73667.htm">F1 and Apple: Is the tech giant eyeing US Formula 1 broadcast rights, challenging ESPN?</a>

Read More: <a href="https://www.storyboard18.com/digital/influencer-content-holds-2-2-higher-attention-than-average-digital-ads-kantar-74033.htm">Influencer content holds 2.2 higher attention than average digital ads: Kantar</a>

From Dayaben to TRPs! Taarak Mehta Ka Ooltah Chashmah stays strong even after 17 years

The unauthorized streaming of IPL 2023 matches and premium Viacom18 content through piracy apps like FairPlay and Pikashow has resulted in estimated losses of over ₹100 crore to the broadcaster. Acknowledging the scale and sophistication of such cybercrimes, the Maharashtra government has intensified its digital enforcement mechanisms through a new state-wide cyber security project.

In a written reply to a question raised during the ongoing monsoon session by MLA Sunil Prabhu in the Maharashtra Legislative Assembly, Deputy Chief Minister and Home Minister Devendra Fadnavis confirmed that a case has been registered with the Maharashtra Cyber Cell.

According to the response, between October 2021 and April 20, 2023, several apps — including PIKASHOW, FOXI, VEDU, SMART PLAYER LITE, FILM PLUS, TEA TV, WOW TV, and FAIRPLAY — allegedly streamed IPL 2023 matches, web series, movies, and serials from Colors regional channels, MTV, Nick, and Voot Select, without owning the broadcasting rights. Viacom18, the rightful broadcaster, suffered financial losses exceeding ₹100 crore due to this unauthorized distribution.

In November last year, the Directorate of Enforcement (ED), Mumbai Zonal Office initiated investigation on the basis of FIR registered by Nodal Cyber Police, Mumbai against M/s. Fairplay Sport LLC and others on the complaint of M/s. Viacom18 Media Pvt Limited under various sections of IPC, 1860, Information Technology Act, 2000 and Copyright Act, 1957 

ED had provisionally attached movable assets in the form of Demat Account holdings and immovable assets in the forms of lands, flats and commercial warehouse located at Ajmer (Rajasthan), Kutch (Gujarat), Daman, Thane & Mumbai (Maharashtra) worth Rs. 219.66 Crore (approx.) on 22/11/2024 under Prevention of Money Laundering Act (PMLA), 2002 as part of the ongoing probe in the case of “Fairplay” which was involved in illegal broadcasting of Cricket/IPL matches and various online betting activities.

According to ED officials, total attachment and seizure in this case till date amounts to over Rs. 331.16 Crore. 

Fadnavis further stated that The Maharashtra Cyber Police registered an FIR (No. 04/2023) under sections 420, 120(B), 468, 469, 471 of the Indian Penal Code (IPC), relevant sections of the Information Technology Act, and the Copyright Act. One accused was arrested and a chargesheet was filed on May 29, 2024. However, following a settlement agreement between Viacom18 Media Pvt. Ltd. and the accused, the Bombay High Court quashed the case on February 12, 2025.

In response to increasing cyber frauds, including those involving vulnerable citizens, the Maharashtra Government has launched the Cyber Safe Maharashtra Project on September 27, 2023. The initiative, based in Mahape, Navi Mumbai, aims to enhance state-level cyber security with advanced infrastructure and skilled personnel.

Fadnavis emphasized the state’s commitment to preventing such digital crimes through technology-driven enforcement and public awareness.

In May, this year Gujarat’s Gandhinagar Cyber Police, acting on a complaint from Star India, had arrested an alleged kingpin behind an illicit Internet Protocol Television (IPTV) service that attracted roughly five million subscribers and generated an estimated ₹700 crore (US $84 million) in annual revenue. 

Investigators had identified the accused as Mohammed Murtuza Ali, an app developer based in Jalandhar, Punjab. Operating under the brand name “BOS IPTV,” Ali is believed to have streamed thousands of premium linear television channels—including several Pakistani news networks and entertainment serials—without authorization.

<a href="https://www.storyboard18.com/television/zeel-spni-to-piggyback-on-jiostars-super-injunction-in-piracy-crackdown-69714.htm">Read More: ZEEL, SPNI to piggyback on JioStar’s super injunction in piracy crackdown</a>

<a href="https://www.storyboard18.com/ott-news/india-tour-of-england-delhi-hc-grants-dynamic-injunction-to-jiostar-to-combat-piracy-72335.htm">Read More: India Tour of England: Delhi HC grants 'Dynamic+' Injunction to JioStar to combat piracy</a>

<a href="https://www.storyboard18.com/how-it-works/dot-orders-internet-service-providers-to-block-piracy-websites-following-delhi-hc-directive-in-star-india-case-63127.htm">Read More: DoT orders Internet Service Providers to block piracy websites following Delhi HC directive in Star India case</a>

Viacom18 suffered ₹100 cr loss to IPL piracy; Maha vows strong digital crackdown

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

The International Cricket Council (ICC) has announced the appointment of Sanjog Gupta as its Chief Executive Officer (CEO). A highly respected figure in global media and entertainment and sports ecosystems, Gupta will assume office on July 7, 2025, becoming the seventh CEO of the ICC.

Gupta currently serves as CEO – Sports and Live Experiences at JioStar and brings with him over two decades of cross-functional experience. 

Considered a visionary leader with proven expertise in building successful consumer franchises, he is widely regarded as one of the architects of the modern sports ecosystem in India.


Read more: <a href="https://www.storyboard18.com/brand-makers/sanjog-gupta-quits-jiostar-to-succeed-geoff-allardice-as-icc-ceo-62642.htm">EXCLUSIVE: JioStar's Sanjog Gupta to succeed Geoff Allardice as ICC CEO</a>


Gupta has been a driving force behind the transformation of sports broadcasting in India and globally. Having played a pivotal role in shaping the continued growth of marquee Cricket properties such as ICC events and IPL, he established domestic sports leagues like PKL and ISL, furthering the popularity of global sporting events such as Premier League and Wimbledon and scaling the business across consumer and commercial objectives. 


Early Years

Gupta began his professional journey as a journalist. In 2002, he started his career at The Tribune as a Correspondent, where he covered business affairs. He subsequently moved to TV Today Network, taking on the role of Anchor, Correspondent, and Assistant Producer. By 2004, Gupta had joined Star News India as Associate Executive Producer.

During his time at Star News India, Gupta wore many hats—ranging from handling editorial responsibilities to serving as the production head of sports. He was actively involved in managing newsroom shifts and was the editorial lead for the channel’s extensive coverage of elections and union budgets. Gupta also launched a number of feature shows, including Fund Ka Funda (focused on personal finance) and Teen Deviyan (centered on astrology). Additionally, he led content partnerships for high-profile properties such as the Economic Times Awards for Corporate Excellence and Business World’s Best Places to Work. Gupta also played a key role in launching Star News Active, an interactive service on Tata Sky.


Read more: <a href="https://www.storyboard18.com/brand-makers/who-is-ishan-chatterjee-new-ceo-of-jiostar-sports-73215.htm">Who is Ishan Chatterjee- new CEO of JioStar Sports?</a>


Following more than three years at Star News, he joined NDTV as News Editor, where he was responsible for overseeing news operations and all editorial functions at NDTV MetroNation. He also had a brief stint as an anchor at INTV.

In 2009, Gupta took on consultancy and production roles with Star Movies and BBC World Service. At Star Movies India, he produced special programming such as Opening Night and the Academy Awards 2010 Specials. For the BBC World Service Trust, he worked on a 156-episode radio drama series.


Rise at JioStar

In 2010, Gupta joined the Star TV Network as Associate Vice President, marking the beginning of a long and impactful stint in leadership roles within the media and sports broadcast industry.

In his role as AVP, he was responsible for driving digital content and viewer engagement strategies for Star World and Star Movies, two of India’s leading English entertainment and movie channels. He also played a key role in shaping the business strategy for Star India's expansion into non-core areas, including education.

In 2012, Gupta was promoted to Vice President, taking charge as the head of Content Strategy and Development for the newly launched Hindi General Entertainment Channel, Life OK. He played a pivotal role in the channel’s launch, overseeing the development and rollout of 13 original shows. As a core member of the team, he was instrumental in crafting the brand strategy and marketing blueprint for Life OK. Gupta also led the end-to-end supervision of show launches, including marketing communications and promotional campaigns.

His leadership trajectory continued within Star TV Network as he was elevated to Senior Vice President in 2015, followed by Executive Vice President in 2017. In 2020, Gupta was appointed as CEO of Sports, marking a significant milestone in his career at the company.

Gupta was appointed CEO of JioStar Sports in November 2024 following the merger of Viacom18 and Disney Star, forming a powerful new sports media entity. Known for combining business acumen with creative storytelling, he has consistently delivered innovation-led growth across media and sports ecosystems.

Over the years, he held multiple leadership roles in content, programming and strategy before becoming Head of Sports at Disney and Star India in 2020. Under his stewardship, the Sports portfolio at Star India scaled across consumer and commercial objectives with a strong emphasis on long-term growth and operational efficiency. 

Notably, he played a crucial role in developing and executing multi-language, digital-first, and women-centric sports coverage.


Academic Background

Gupta holds a BA (Honours) degree in Economics from Delhi University, which he attended in 1999-2002. He also holds a Global Business of Sports license and certification from University of Pennsylvania.

<a href="https://www.storyboard18.com/brand-makers/exclusive-ishan-chatterjee-to-succeed-sanjog-gupta-as-ceo-of-sports-live-experiences-at-jiostar-73182.htm">EXCLUSIVE: Ishan Chatterjee to succeed Sanjog Gupta as CEO of Sports & Live Experiences at JioStar</a>

Who is Sanjog Gupta - ICC's new Chief Executive Officer?

This article was first published Jul 7, 2025 10:44 AM and updated to reflect more details.

Sanjog Gupta is set to join the International Cricket Council (ICC) as its new Chief Executive Officer, following the departure of Geoff Allardice. The move marks a significant transition in the leadership of global cricket. Gupta will join ICC from JioStar where he is CEO-Sports. 

The appointment of Gupta, a prominent figure in sports broadcasting and digital strategy, comes at a pivotal time for the ICC as it seeks to expand the global reach of cricket and deepen its commercial engagement in a rapidly evolving media landscape.

ICC Chairman, Jay Shah said: “I am pleased to announce that Sanjog Gupta has been appointed as the CEO of the ICC. Sanjog brings extensive experience in sports strategy and commercialisation, which will be invaluable for the ICC.

“His deep understanding of the global sports as well as M&E landscape combined with his continued curiosity about the cricket fan’s perspective and passion for technology will prove essential in our ambition to grow the game in the coming years. Our goal is to move beyond traditional boundaries and establish cricket as a regular sport in the Olympics, growing its expanse across the world and deepening its roots in its core markets.

“We considered several exceptional candidates for this position, but the Nominations Committee unanimously recommended Sanjog. The ICC Board Directors look forward to working closely with him, and I would like to welcome him on behalf of everyone at the ICC.”

Gupta’s appointment follows a global recruitment process launched by the ICC in March. The role attracted over 2,500 applications from candidates across 25 countries, reflecting the international appeal and significance of the position. Candidates ranged from leaders associated with sport’s governing bodies to senior corporate executives from across sectors.

The ICC’s HR & Remuneration Committee carefully reviewed and shortlisted 12 candidates, whose profiles were then shared with the Nominations Committee comprising ICC Deputy Chair Imran Khwaja, ECB Chair Richard Thompson, SLC President Shammi Silva, and BCCI Honorary Secretary Devajit Saikia. After a rigorous short-listing process, the Nominations Committee unanimously recommended Mr Gupta. This recommendation was subsequently approved by ICC Chairman Jay Shah after further assessment and evaluation, after which it was ratified by the full ICC Board.

The ICC CEO-designate Gupta, commented: “It is a privilege to have this opportunity, especially at a time when cricket is poised for unprecedented growth and enjoys the passionate support of almost 2 billion fans worldwide. These are exciting times for the sport as marquee events grow in stature, commercial avenues widen and opportunities such as the women’s game scale in popularity. Cricket’s inclusion in the Los Angeles 2028 Olympic Games and the rapid acceleration of technology deployment/adoption could act as force-multipliers for the Cricket movement around the world.”

“I look forward to contributing to the next phase of cricket’s evolution, expanding its global footprint, enhancing the fan experience, and working closely with ICC Member Boards to build on our strong foundations,” Gupta added.

Gupta brings a wealth of experience from his career in sports media, having played a transformative role at Disney Star. Most recently, he was named CEO-Sports at the Reliance Industries-Disney joint venture, overseeing strategy and operations across television and digital platforms.

His rise within the Disney Star network - beginning in 2009 as a content producer and culminating in his leadership as Head of Sports - has been marked by innovation, strategic foresight and an unrelenting focus on audience engagement. From shaping cricket coverage during the Indian Premier League to expanding the footprint of sports on digital platforms, Gupta has been at the forefront of India’s sports media revolution.

Between 2015 and 2020, he served in various senior roles at Star Sports, leading production, programming, and content strategy during a period of explosive growth in sports viewership. In 2020, he was elevated to Head of Sports for the Star TV Network, where he was credited with deepening fan engagement and driving commercial success through data-driven programming and bold storytelling.

Allardice, who first joined the ICC in 2012 as General Manager of Cricket after a stint at Cricket Australia, stepped into the CEO role in an acting capacity in March 2021 before being confirmed later that year. Under his stewardship, the ICC has made strides in expanding the global footprint of cricket and laying a stronger commercial foundation for its member boards.

“It has been a privilege to serve as the Chief Executive Officer of the International Cricket Council,” Allardice had said in a statement. “I am incredibly proud of the results we have achieved... I believe this is the right time for me to step down and pursue new challenges.”

ICC Chair Jay Shah praised Allardice’s tenure, saying, “His efforts have played a key role in advancing cricket globally. We are truly grateful for his service.”

<a href="https://www.storyboard18.com/brand-makers/exclusive-ishan-chatterjee-to-succeed-sanjog-gupta-as-ceo-of-sports-live-experiences-at-jiostar-73182.htm">Read more: EXCLUSIVE: Ishan Chatterjee to succeed Sanjog Gupta as CEO of Sports & Live Experiences at JioStar</a>

Exclusive Break: JioStar's Sanjog Gupta to succeed Geoff Allardice as ICC CEO

In a landmark move, the Ministry of Information and Broadcasting (MIB) has amended guidelines that effectively dismantle key restrictions in India’s television and digital audience measurement industry. The removal of cross-holding and Indian ownership limitations is being seen as a direct invitation for global firms to enter the Indian TRP (Television Rating Points) measurement ecosystem. The 'liberalization' comes at a time when India’s more than $10 billion advertising market demands greater transparency and technological innovation in viewership data.

<a href="https://www.storyboard18.com/how-it-works/no-small-feat-building-a-ratings-agency-in-india-cost-upwards-of-rs-1000-crore-73010.htm">Read more: No Small Feat: Building a ratings agency in India cost upwards of Rs 1,000 crore</a>

Foreign Direct Investment (FDI) in the TRP space has been a long-standing industry aspiration, say industry observers. Now, with the policy shift, foreign players have a clear runway to establish their own measurement systems, provided they comply with India’s data protection, audit, and operational laws. 

“This is a seismic shift,” says advocate Shivalika Midha of Jotwani Associates, “and aligns with India’s broader FDI reforms and media liberalization. But with it comes an imperative for strict governance and regulatory vigilance.”

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

According to Midha and other experts, global firms like Nielsen, Kantar, and Comscore could inject over $50 million into the Indian market, deploying AI-driven analytics, real-time tracking tools, and wider sampling techniques. 

This is expected to disrupt the monopoly long held by BARC (Broadcast Audience Research Council), the industry-backed ratings body established to bring order after controversies surrounding its predecessors, TAM and INTAM.

"The easing of ownership restrictions creates a viable pathway for global players to enter or expand in India. This development is likely to inject capital, methodological diversity, and global best practices into what has historically been a domestically controlled and often opaque space.

From a legal perspective, this move enhances competition and has the potential to restore credibility to the audience measurement system, particularly in light of previous manipulation controversies.

Sonam Chandwani of KS Legal points out that while foreign players bring capital and methodological diversity, their entry also raises data sovereignty and legal concerns. 

By dismantling restrictive barriers, the policy seeks to end BARC’s monopoly, which, with only 58,000 people meters for 230 million TV households, fails to reflect the digital pivot to OTT and smart TVs. 

“Without strict contractual obligations around data localization and third-party audits,” she warns, “there’s a risk of favouritism toward global platforms and legal challenges under India’s Competition and Data Protection Acts.”

Still, industry sentiment is cautiously optimistic. 

Vivan Sharan of Koan Advisory sees the MIB’s move as timely. 

“It creates space for more accurate and real-time measurements, especially as content consumption shifts to multi-screen environments. Global expertise will modernize a fragmented and under-representative system."

According to him, the policy shift signals that India understands value of independent and sophisticated audience measurement solutions - particularly at a time when consumer viewing habits are evolving. "Ultimately, consumers stand to benefit from this move as it will mean better insights and more reliable measurement and ad-targeting. Availability of reliable insights also means industry players can make smarter decisions in a complex multi-screen environment."

“With the MIB opening up ratings market, multiple players can enter the fray,” says an insider, indicating that even infrastructure-light setups leveraging DPO data could be launched with an estimated Rs 1,000 crore investment.

The Trust Issues 

However, the legacy of India’s audience measurement is a double-edged sword. 

BARC, despite criticism over limited sample sizes and operational lapses, remains trusted due to its industry governance structure. This, many say, will be difficult for private foreign entities to replicate, unless they collaborate with Indian players or build new trust mechanisms.

Says Ashish Bhasin, Founder of The Bhasin Consulting Group, "Why would anybody trust an (foreign) agency? One trusts BARC today because it's an industry body which has self-correcting mechanisms and which has all the industry stakeholders as a part of it. But if it's a private sector player, why would anyone trust it, if it is just trying to sell you the data?"

He adds, "We've seen in the past, what happened with TAM and INTAM and the lists getting leaked and so on and so forth, which is why BARC was formed in the first place."

"Any agency has to be industry governed, has to have the participation of all the stakeholders. And the three key stakeholders in this context are advertising agencies, the broadcasters and the clients. Just having a commercial organization running it exposes us to the potential of corruption of data, which is what was happening in the past, as well as bias is creeping in. Otherwise sooner than later it will lead to chaos. Stakeholders should tell the Ministry that don't fritter away our resources. Instead, let's pull them together and make a bigger, robust sample."

Bhasin warns against scaling up without caution. "India’s diversity is immense; sample sizes will be insufficient if agencies operate independently. The country needs one robust, well-governed measurement agency, not fragmentary alternatives." 

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

MIB eliminates ownership barriers in audience measurement, triggering a potential wave of FDI and innovation, but concerns over governance, data integrity, and industry fragmentation loom large. The lifting of cross-holding limitations and the removal of mandatory Indian ownership heralds a new era of innovation and competition. 

Yet, some insiders caution the policy pivot may not solve BARC’s structural issues: incomplete sample sizes, lack of OTT metrics, and erosion of confidence. 

A senior media executive notes that BARC’s limited 0.025% sample of 230 million households undermines its relevance. The question remains: will foreign competition catalyze systemic improvements — or only deepen confusion?

Former MD of Amul, RS Sodhi, adds that the costs for setting up the system are prohibitive and hence other players don't get in. The removal of restrictions may encourage others to participate. "However the possibility of multiple currencies for measurement and which measurement to adopt will create some confusion initially till the dust settles."

For now, India’s ad market stands at an inflection point. The MIB has unlocked the door; whether foreign capital modernizes measurement without undermining trust depends on governance, industry cohesion, and transparency. As competition intensifies, the MIB, some say, could also introduce more oversight mechanisms including mandatory audits, disclosure of measurement methodologies, and compliance frameworks to ensure transparency and neutrality.

<a href="https://www.storyboard18.com/television/exclusive-tam-to-maintain-barc-jv-role-sets-sights-on-big-tech-and-dpo-alliances-72895.htm">Read more: EXCLUSIVE: TAM to maintain BARC JV Role, sets sights on Big Tech and DPO alliances</a>

$50 mn investment expected as Ministry of I&B eases TRP ratings restrictions

As the floodgates open for new players in India’s audience measurement landscape, a stark reality emerges: setting up a full-fledged television and digital ratings agency in India is not just capital-intensive — it’s operationally and legally complex. 

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

According to top industry executives, any serious player entering the Television Rating Points (TRP) market will need to invest between Rs 1,000–2,000 crore, just to reach a credible operational baseline.

That includes infrastructure setup—panel creation, Return Path Data (RPD) integration via set-top boxes, tech platform development, field surveys, and continuous system audits. 

Some players estimate annual recurring costs at Rs 100–150 crore. 

“This is an operation-heavy business with very high fixed costs,” reveals an industry insider. “Unless multiple players can build differentiated infrastructure or share systems sustainably, most will bleed financially.”

In its latest assessment, the Ministry of Information & Broadcasting (MIB) noted that India currently has approximately 230 million television households. However, only about 58,000 people meters are presently used to capture viewership data, representing just 0.025% of the total TV homes.

This minuscule sample, according to MIB, undermines the reliability of the TRP system, especially in a country as demographically diverse as India. The current system, managed solely by the Broadcast Audience Research Council (BARC), also fails to include data from smart TVs, OTT platforms, and mobile apps—areas where audience attention is rapidly shifting.

This admission highlights the need for an updated ratings framework that reflects contemporary viewing patterns across platforms and devices.

Read more: <a href="https://www.storyboard18.com/television/only-0-025-of-tv-homes-measured-mib-critiques-flawed-trp-metrics-72903.htm">Only 0.025% of TV homes measured: MIB critiques flawed TRP metrics</a>

<a href="https://www.storyboard18.com/television/exclusive-tam-to-maintain-barc-jv-role-sets-sights-on-big-tech-and-dpo-alliances-72895.htm">Read more: TAM to maintain BARC JV Role, sets sights on Big Tech and DPO alliances</a>

BARC, formed after years of measurement manipulation controversies, reportedly spent just Rs 160–180 crore during its setup phase in 2015. But today, to match technological expectations and integrate with digital platforms, the costs are substantially higher. 

Foreign firms might have the capital, but they may lack ground-level experience in India’s diverse media landscape. This has led some to predict that foreign entrants may initially adopt a partnership or joint venture model with Indian firms rather than set up independently.

From a legal lens, entities must navigate the Companies Act, the Digital Personal Data Protection Act, and the Competition Act. 

Establishing a ratings agency requires $20–30 million upfront for metering technology, software, and compliance with the Companies Act, 2013, plus $10–15 million annually to operate across India’s diverse markets, say experts. 

"Data privacy, sample methodology, and anti-manipulation provisions must be baked into the operations of any ratings player. If conflict-of-interest provisions aren’t enforced, the sector could quickly regress into chaos, repeating the problems that led to BARC’s creation in the first place," points out Sonam Chandwani of KS Legal.

Following are the significant regulatory implications any new entity would face:

- Data Protection and Localization: Foreign entities will be required to comply strictly with India’s data protection laws, including storage, processing, and cross-border transfer provisions under the Digital Personal Data Protection Act, 2023.

- Strategic Oversight: Given the role of ratings in shaping public opinion, advertising revenue, and electoral narratives, the government is likely to introduce oversight frameworks to mitigate risks around content manipulation or foreign influence, say Shivalika Midha, Advocate, Jotwani Associates.

- Auditability and Transparency: The government may require foreign entrants to undergo regular third-party audits, disclose their measurement methodologies, and maintain compliance with any guidelines issued by BARC, TRAI, or future regulatory bodies.

So while the regulatory liberalization opens the doors for foreign investment and global competition, it must be underpinned by a strong governance architecture. Done right, this shift can catalyse a much-needed transformation in India’s media measurement landscape, enhancing both trust and accountability across platforms.

Experts also caution that while the policy change is welcome, the idea of multiple agencies functioning simultaneously—each with their own data—is deeply flawed in the Indian context. 

Ashish Bhasin, Founder of The Bhasin Consulting Group, argues that India’s demographic and linguistic complexity means even pooled resources won’t yield representative samples. “You’re better off having one robust, well-governed body like BARC, rather than ten fragmented, under-funded ones,” he says.

And then there’s the issue of ROI. Most new entrants may struggle to recover investments if broadcasters and agencies—who foot the bill—refuse to pay for multiple ratings or doubt their credibility. 

“Multiple currencies will only confuse advertisers and hurt the very ecosystem this move intends to empower,” sums up a senior media executive.

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

No Small Feat: Building a ratings agency in India cost upwards of Rs 1,000 crore

Network18 has stayed ahead of Times Internet Limited, solidifying its undisputed leadership in the news ecosystem, according to May ComScore data.

According to the latest ComScore MMX Report on total digital population, Network18 recorded a whopping 300.35 million unique visitors (UVs) with 67% reach, with Times Internet Limited at just 217.83 million UVs with 48% reach, firmly establishing Network18 as the leader of the news genre.

Network18 has maintained its lead over Times Internet Limited for three consecutive months, recording 315 million UVs in March and 321 million in April. In comparison, Times Internet posted 203 million UVs in March and 196 million in April.

In the digital space, News18.com has outperformed its competitor, registering 245 million UVs, while The Times of India trails at 200 million. News18.com has consistently maintained a significant lead for three consecutive months, with 251 million UVs in March and 283 million UVs in April, compared to The Times of India’s 182 million UVs and 173 million UVs during the same period.

Network18 has reinforced its dominance on television, with its flagship news channels holding leadership positions across Hindi, English, and regional languages. CNN-News18 has maintained the No. 1 position in English news for over three consecutive years, an unprecedented achievement in the industry. Likewise, News18 India has consistently been the most-watched Hindi news channel across the country. 

This comprehensive leadership underscores Network18’s standing as the most influential and trusted news network in the country today, with unmatched reach across screens, languages, and audiences in every corner of India.

<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>

News18 beats TOI, Network18 stays ahead of  Times Internet, as per ComScore

As India opens its doors to multiple ratings agencies, the battle for credible audience measurement is heating up—TV manufacturers, Big Tech firms, and DPOs are fast becoming the central players in this high-stakes transformation of how media consumption is tracked and monetized.

The Ministry of Information and Broadcasting’s (MIB) recent decision to allow multiple measurement firms has shaken up the long-standing monopoly of traditional audience rating systems. While this move promises to foster competition and innovation, it also ushers in a new set of challenges—particularly around data standardization and user privacy under India’s stringent Digital Personal Data Protection Act (DPDPA).

Smart TV manufacturers are no longer just hardware sellers. With Automatic Content Recognition (ACR) software embedded in millions of connected TVs, OEMs are sitting on an ocean of granular viewership data across platforms—from linear broadcasts to YouTube and OTT apps.

“OEMs are the new last mile,” said Vishal Khanna, founder of Media Pro Research. “They’ve replaced MSOs in data access. With ACR, they can see what’s being watched, but they don’t know who is watching. That makes consent and privacy frameworks absolutely critical.”

Khanna said, “Privacy is a major concern. OEMs must get explicit user consent before tracking content via ACR. There’s a fine balance to strike between collecting meaningful data and respecting consumer rights. Consent frameworks will need to be transparent and compliant with Indian privacy regulations.”

While policymakers and technologists continue to debate the ideal measurement architecture, the market for Connected TV (CTV) in India is already booming. India’s CTV household base has more than doubled, growing from 20 million in 2021 to over 45 million in 2024. According to data from Kantar, this number is expected to reach between 60 and 65 million by 2026.

<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>

Gowthaman Ragothaman, CEO of Aqilliz and a media veteran, pointed out two major fault lines in India’s measurement evolution. He warns that without a unified approach to cross-media measurement, risking fragmentation of the ecosystem even further. If every Big Tech player starts building their own attribution model without collaboration, it’ll be more of a cacophony than a symphony.

Ragothaman said, “Cross Media Measurement need privacy compliant virtual identities, which requires large scale collaboration of all the key big tech companies. While MIB has relaxed clause 1.4 which offers the ratings agency to pursue non-conflicting businesses beyond audience measurement, this is a double edged sword. This situation should not encourage multiple platforms offering very many measurement solutions, one that cannot be compared at all.”

Ragothaman explained, “One area which the measurement agencies are ignoring is the impact of DPDP Act, that too with the India specific Consent Management system. Big Tech companies and TV OEM need to call out specifically and explicitly that a consumers viewer behaviors are now being used for individual and aggregated measurement. If every big tech company starts to build their won attribution measurement solutions without a proper universe estimation and cross media measurement solutions through collaboration, it be more of a cacophony than a music in measurement.”

Ad dollars are quickly shifting to where the audiences are. In just two years, CTV advertising spend in India surged from ₹450 crore in 2022 to ₹1,500 crore in 2024. By the end of 2025, this is projected to reach between ₹2,300 crore and ₹2,500 crore. Currently, CTV accounts for just 1.5% of the total digital ad spend, but this is expected to rise sharply to 7–8% within the next 12 to 18 months.

<a href="https://www.storyboard18.com/television/breaking-mib-proposes-amendments-to-trp-guidelines-seeks-public-feedback-72734.htm">Read More: Breaking: MIB proposes amendments to TRP guidelines, seeks public feedback</a>

Prashant Puri, Co-founder of AdLift, believes the solution lies in integration—not isolation. Puri said, “To truly capture viewership in today’s fragmented ecosystem, we need a unified approach that combines data from OEMs, DPOs, and traditional panels. OEMs like Samsung and LG provide valuable ACR data showing what’s on screen, but the bigger challenge is aligning stakeholders—Big Tech, DPOs, and OEMs—all of whom are competing over data ownership and monetisation.”

Puri said, “The way forward is a joint industry body backed by transparent measurement standards and clear government guidelines. Globally, hybrid models like those in the US and UK blend panel and smart TV data under strict privacy rules. In India, too, privacy will be a key concern—without strong user consent and anonymisation, we risk losing consumer trust.”

<a href="https://www.storyboard18.com/television/only-0-025-of-tv-homes-measured-mib-critiques-flawed-trp-metrics-72903.htm">Read More: Only 0.025% of TV homes measured: MIB critiques flawed TRP metrics</a>

OEMs, Big Tech in fray; India’s media ratings overhaul to face DPDPA headwinds

Balaji Telefilms is ramping up its digital video businesses as the screen time of Indians grew significantly last year. In an exchange filing, the Media & Entertainment firm said it will be focusing on both Subscription Video on Demand (SVOD) as well as Advertising-based Video on Demand (AVOD), to increase its subscriber base and revenue. 


According to a report by Ernst & Young, Indians spent more than 1.1 trillion hours on digital platforms in 2024. As smartphone penetration continues, the video viewers are estimated to cross 625 million by 2027. 


Aligning with increased viewership on digital platforms, Balaji Telefilms launched 'Kutingg', a vertical short episode-based content in May this year.

Further, Balaji Telefilms mentioned that it will be elevating its YouTube content and accelerate content generation for its streaming platforms, including ETV and Aha. Also, the media company is leveraging an advertising program on behalf of corporations to boost revenue.

<a href="https://cms.storyboard18.com/how-it-works/bse-nse-approves-balaji-telefilms-merger-scheme-nclt-approval-awaits-52387.html">BSE, NSE approves Balaji Telefilms merger scheme; NCLT approval awaits</a>

Balaji Telefilms registered a net profit of Rs 84.6 crore in the fiscal year 2025--an increase of 336% year-on-year (Rs 19.4 crore). However, the company's total income from operations declined to Rs 453 crore in FY25 compared to Rs 625 crore in FY24.


While Balaji Telefilms admitted that it has a strong pipeline of TV shows and movies in the current fiscal year 2026, it is reintroducing its flagship show 'Kyuki Saas Bhi Kabh Bahu Thi' on Jio-Hotstar.

The company said its five shows contributed to 733.40 hours of production in FY25. However, the revenue per hour reduced to 29 lakh in FY25 from Rs 31 lakh in FY24.

<a href="https://cms.storyboard18.com/television/balajis-consolidated-revenue-at-rs-625-crore-digital-business-turns-cash-positive-33298.html">ITC, Prataap Snacks, PepsiCo, Balaji Wafers, under DGGI scanner for alleged tax evasion: Report</a>

The company has aimed to ramp up its movie business across genres and is heavily leveraging its existing shows. In FY25, the company amalgamated ALT and MFPL with Balaji Telefilms to improve operational efficiencies and bolster the market dominance. 

India's media & entertainment sector is set to grow at 10% CAGR, hitting Rs 3.08 trillion by 2026. The revenue from subscriptions for OTT video platforms is expected to grow from $0.88 billion in 2023 to $1.2 billion in 2026. Overall, the OTT segment is likely to grow at a CAGR of 14.1% to Rs 21,032 crore in 2026.

Balaji Telefilms bets big on OTT, YouTube to drive growth amid rising screen time

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