In a significant development aimed at promoting transparency in television audience measurement, the Ministry of Information and Broadcasting has taken a decisive step by instructing the Broadcast Audience Research Council (BARC) to share raw-level data (RLD) with broadcasters. This directive comes on the heels of BARC’s own request to share audience measurement RLD, citing an impressive 85% increase in panel homes and a commitment to maintaining data privacy.
The ministry’s communication highlighted that while BARC is currently sharing RLD data with advertisers and media agencies, it is now imperative to extend the availability of this crucial data to all stakeholders, as mandated by the Policy Guidelines for Television Rating Agencies in India issued in 2014. This move is a testament to the government’s commitment to ensuring transparency and equity in the dissemination of television viewership data.
This development emerges in the aftermath of prior controversies surrounding television ratings in the country. In January 2022, the Ministry of Information and Broadcasting directed BARC to promptly release viewership ratings of news channels. The suspension of ratings in October 2020 was due to allegations of manipulation by certain television channels. The manipulation centered around incentivizing households to keep their television sets on in order to inflate viewership numbers.
An investigation by the Mumbai police further revealed the extent of this manipulation, with channels such as Republic TV and certain Marathi channels being implicated in the alleged racket. BARC responded with extensive revisions in its processes, protocols, and oversight mechanisms, in line with recommendations from the TRP committee and the Telecom Regulatory Authority of India (Trai).
The ministry’s latest directive underscores its commitment to fostering transparency and accountability in the media industry. By making raw-level data accessible to a wider range of stakeholders, the ministry aims to restore faith in television viewership ratings. This action aligns with the government’s broader endeavor to ensure fair practices, unbiased measurements, and the interests of viewers, broadcasters, and advertisers are adequately safeguarded. In doing so, it seeks to create a level playing field and bolster trust in the accuracy of television audience measurements.
