TRAI calls upon MIB to establish credible measurement system for TV, radio, OTT

The Telecom Regulatory Authority of India (TRAI) has recommended to the Ministry of Information and Broadcasting (MIB) to establish a transparent and credible audience measurement and rating system for television, radio, and OTT broadcasting services.

In its ‘Recommendations on Inputs for Formulation of National Broadcasting Policy-2024’, the TRAI has suggested that the existing audience measurement system in India needs to be revamped.

The Broadcast Audience Research Council (BARC) is the official TV viewership measurement body, while there is no unified third-party measurement system in digital and radio.

The TRAI has recommended expanding the sample size of the audience measurement system to capture India’s diversity. It is also in favour of encouraging multiple rating agencies to carry out audience measurement to ensure healthy competition.

The regulator also said that return path data (RPD) and other latest technologies must be utilised to enhance the accuracy of data.