Industry leader Kevin Vaz has requested the I&B Ministry to reinstate BARC audience ratings to clear uncertainty in ad spending. This move aims to bring transparency to the Rs 2.78 lakh crore Indian media sector, where advertisers are struggling with data gaps while shifting toward digital and connected TV platforms.
The Indian media and entertainment industry is facing a significant data gap that is hindering efficient advertising investment. Kevin Vaz, Chairman of the FICCI Media & Entertainment Committee, has formally urged the Ministry of Information and Broadcasting to restore the Broadcast Audience Research Council (BARC) ratings. The industry contends that without granular, verifiable viewership data, agencies and brands cannot accurately plan campaigns, leading to friction in capital allocation, particularly during high-spending festive periods.
Ad Spending and Data Uncertainty
For investors tracking media stocks, advertising revenue remains a core metric for profitability. The absence of a standardized rating system complicates the ability of broadcasters to justify pricing and for advertisers to measure return on investment. As the industry moves toward digital-first consumption and connected TV, the lack of transparency creates an environment where budget deployment becomes less predictable. Clear audience metrics serve as a stabilizer, and stakeholders are pushing for this restoration to ensure that fiscal planning aligns with actual viewership trends.
Shifting Media Consumption Dynamics
The broader media and entertainment sector has shown steady growth, reaching a valuation of Rs 2.78 lakh crore in 2025, which represents a 9% increase compared to the previous year. Digital platforms are currently a major driver of this growth, with the digital segment crossing Rs 1.1 lakh crore. Connected TV (CTV) has become a key focal point for broadcasters, with viewership base estimates reaching 200 million individuals. With over 80% of CTV usage involving shared, social viewing, media companies are currently pivoting their strategies to capture these fragmented audiences.
New Growth Drivers and Monetization
Beyond traditional advertising and subscription revenue, companies are exploring new avenues such as content commerce and micro-dramas. The micro-drama segment, valued at Rs 650 crore in 2025, is projected to maintain an annual growth rate of over 50% through 2028. Meanwhile, artificial intelligence is increasingly being integrated into production workflows to improve efficiency and storytelling capabilities. As firms navigate these shifts, leadership is also advocating for a regulatory framework that balances technological integration with the protection of creator attribution and copyright. The relaxation of the 10+2 advertising cap is viewed by many as a positive step toward giving broadcasters more flexibility, but the restoration of reliable audience ratings remains the immediate monitorable for market stability.