IBDF, IAMAI weighing options on final response to MIB’s TV ratings reform plan

Deliberations are ongoing at the Indian Broadcasting and Digital Foundation (IBDF) and the Internet and Mobile Association of India (IAMAI) on their final submissions to the information and broadcasting ministry’s proposed amendments to the Policy Guidelines for Television Rating Agencies in India, people aware of the matter said.

Broadcasters have welcomed the ministry’s move to reform audience measurement but cautioned that opening the space to interested parties could create conflicts of interest and undermine television’s credibility as India’s largest reach medium, they people cited earlier told ET.