India Proposes New TV Rating Guidelines: Inclusion of Connected TVs and Exclusion of Landing Pages

The Ministry of Information and Broadcasting (I&B) has issued a draft amendment to TV rating guidelines, proposing significant changes to how viewership is measured in India. A key proposal is to include data from connected TV platforms, enabling a more comprehensive understanding of viewer habits beyond traditional linear television. Conversely, the draft suggests excluding 'landing pages' – channels that automatically appear when a set-top box is switched on – from viewership assessment. This change is driven by advertiser calls for cross-media measurement and aims to prevent the artificial inflation of ratings, as channels reportedly spend substantial amounts annually to secure prime landing page slots, potentially impacting cable operator revenue.

Impact: This amendment could significantly reshape the broadcasting and advertising landscape in India. Excluding landing pages may reduce marketing costs for channels and create a fairer competitive environment. It also pushes towards technology-neutral measurement, incorporating modern viewing habits. The Broadcast Audience Research Council (BARC), India's sole registered rating agency, and future agencies will be affected. The proposed rules could lead to more accurate advertising spend allocation, influencing the over ₹30,000 crore TV advertising market. Overall impact rating: 8/10.

Difficult Terms: Heading. Difficult terms used: Connected TV: Televisions that can connect to the internet and access online content, apps, and services. Landing Pages: Channels that appear automatically upon switching on a set-top box, often used for promotional content or advertising. Linear Television Viewing: Traditional television viewing where content is broadcast at a scheduled time via cable or Direct-to-Home (DTH) satellite services. Cross-Media Measurement: The practice of measuring audience engagement and reach across multiple media platforms, such as television, digital, print, and radio. Set-top Box: A device that decodes and displays digital television signals for viewing on a television set. Cross Ownership Rules: Regulations designed to prevent conflicts of interest by limiting the ability of entities in related industries (like broadcasting and rating agencies) from owning or controlling each other.