Indian broadcasters have requested the immediate resumption of BARC television ratings to help boost advertiser confidence ahead of the festive season. The industry also welcomed the repeal of the long-standing 10+2 advertisement-duration cap, which allows media companies greater flexibility in managing their commercial airtime and advertising inventory.
The Indian Broadcasting & Digital Foundation has pushed for the immediate restoration of television audience ratings at its 27th annual general meeting. Broadcasters argued that the absence of regular rating data makes commercial planning difficult for both TV channels and advertisers. This is particularly relevant during the festive season, a period when competition for advertising budgets is typically intense across television and digital platforms.
TV ratings function as the primary currency for media buying, allowing brands to measure program popularity and compare channel performance. Without verified, consistent ratings, broadcasters face challenges in justifying ad rates to brands, while advertisers deal with uncertainty regarding where to deploy their spending. The industry believes that resuming these measurements is essential to maintain transparency and advertiser trust in the medium.
Simultaneously, the industry welcomed the government’s decision to remove Rule 7(11) of the Cable Television Networks Rules, 1994, which had previously capped advertisement duration at 10 minutes per hour plus two minutes of commercial airtime. The Telecom Regulatory Authority of India also repealed the 2012 regulations that governed advertising duration on television. For broadcasters, these changes allow more freedom to manage commercial schedules. However, the actual financial impact will depend on whether broadcasters can convert this additional flexibility into revenue without affecting viewer retention or the quality of the programming experience.
The scale of the industry highlights the significance of these regulatory updates. Television generated roughly ₹617 billion in revenue in 2025, accounting for about 22% of India’s media and entertainment industry. With a monthly reach of approximately 831 million viewers, television remains a dominant medium, even as digital video and streaming services grow. The reliance of companies like Zee Entertainment, Sun TV Network, and Network18 on advertising as a primary revenue driver makes them sensitive to any changes that affect their ability to monetize their inventory.
Investors and market participants should monitor how broadcasters utilize the new flexibility in advertising limits and whether the return of audience ratings provides the clarity needed to stabilize ad spending. The sector's financial health will continue to hinge on demand for ad slots, pricing power, and the ability to maintain audience engagement in an increasingly competitive digital media environment.