Indian broadcasters seek immediate restoration of BARC ratings

Indian broadcasters have called for the immediate restoration of television ratings by the Broadcast Audience Research Council (BARC), citing concerns over revenue visibility, advertiser confidence and media planning during the festive season.

The demand was raised at the 27th Annual General Meeting of the Indian Broadcasting & Digital Foundation (IBDF) on Monday, where members said the prolonged suspension of ratings had created uncertainty for advertisers and disrupted commercial planning.

Broadcasters also welcomed the government's decision to omit Rule 7(11) of the Cable Television Networks Rules, 1994, which prescribed the 10+2 advertisement-duration cap. They also appreciated the Telecom Regulatory Authority of India's (TRAI) subsequent repeal of the Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations, 2012.


IBDF members expressed appreciation for the Ministry of Information and Broadcasting and TRAI for addressing the industry's longstanding demand to ease restrictions on advertising duration.

Addressing the AGM, IBDF President Kevin Vaz emphasised television's continued relevance and the importance of industry unity amid economic, commercial and regulatory challenges.

"Television remains deeply embedded in India’s social, cultural and economic fabric," Vaz said, highlighting the medium's reach across languages, regions and socioeconomic groups.

IBDF Secretary General and CEO Avinash Pandey said the industry needed to maintain a collective approach to addressing challenges affecting broadcasting.

"There may be differences of opinion, but there should be no differences amongst us when it comes to the greater good of the broadcasting ecosystem," Pandey said.

The AGM also reviewed IBDF's engagement with stakeholders on issues including the roadmap for forbearance, telecom regulation, artificial intelligence, copyright, taxation and piracy.

According to the foundation, television revenues stood at approximately Rs 617 billion in 2025, accounting for around 22% of India's media and entertainment sector. Television reaches approximately 831 million viewers monthly and 745 million viewers weekly, it said.

The meeting was attended by senior representatives of IBDF member organisations and industry leaders.