Business · India Bureau
Media industry calls for swift resumption of BARC ratings release
The media and entertainment sector has urged India's information ministry to restore the publication of BARC audience measurement data, citing operational challenges during the festive season. Industry leaders warn that the absence of reliable viewership metrics is creating significant uncertainty across broadcasting, advertising and media planning.
LSN India ·
Senior executives from India's media and entertainment industry have made a formal appeal to the Ministry of Information and Broadcasting to resume the release of BARC (Broadcast Audience Research Council) television ratings, which have been suspended amid an ongoing regulatory review.
The suspension has created a critical data vacuum at a time when broadcasters, advertisers and media agencies are making substantial investment decisions for the year-end festive season—traditionally the most lucrative period for the industry. JioStar's chief commercial officer Kevin Vaz emphasized that the absence of credible audience measurement data has created considerable uncertainty in the market, making it difficult for stakeholders to plan campaigns and allocate resources effectively.
Broad-based ratings data is considered essential infrastructure for India's television industry, enabling broadcasters to demonstrate audience reach to advertisers and helping agencies optimize media buying strategies. The extended suspension has prompted concerns about potential revenue impact and operational inefficiencies across the sector.
The industry body's request comes as BARC continues its internal assessment processes. Media companies have called for clarity on the timeline for resuming ratings publication and any structural changes that may accompany the restart. The festive quarter represents nearly 20-25 percent of annual advertising spend, making the timing of the ratings suspension particularly acute for market participants.