Why the I&B Ministry’s landing-page clampdown has divided India’s TV ecosystem

The Information & Broadcasting Ministry’s proposal to exclude landing-page viewership from television rating point (TRP) calculations has the TV broadcast ecosystem split right down the middle. While many advertisers and agency partners treat this as “overdue hygiene”, many broadcasters and industry experts warn of technical difficulties that could potentially disrupt the TV industry, which has seen at least a 10% slump in ad volumes in the first nine months of 2025 versus a year earlier.