The Indian Broadcasting and Digital Foundation (IBDF) has broadly supported the new television rating guidelines issued by the Ministry of Information and Broadcasting (MIB), while urging the government to allow more time for implementing key provisions, according to people aware of the discussions.

As per an Economic Times report, the industry body has flagged concerns around tight timelines for critical changes, including board restructuring at the Broadcast Audience Research Council (BARC), expansion of audience measurement panels, and the introduction of cross-screen measurement systems. It has also raised questions about the role of distribution platforms and large technology firms in the evolving ratings ecosystem.

IBDF, which represents major broadcasters such as JioStar, Zee Entertainment Enterprises, Sony Pictures Networks India and Sun TV Network, has sought at least six months to comply with the requirement of having 50 percent independent directors on the BARC board. The current deadline of 30 days, it argued, may not be practical given the need for regulatory approvals from multiple authorities.

On audience measurement, IBDF has supported increasing the panel size but suggested a more realistic timeline. While the ministry has proposed expanding the sample to 80,000 metered homes within six months, the industry body said this target could only be achieved by December 2026. BARC currently operates around 59,000 meters, and IBDF maintains that a base of 60,000–65,000 homes is already statistically robust, with further expansion offering diminishing returns relative to cost.

The body has also recommended deferring any expansion beyond 80,000 homes until updated census data becomes available, noting that current measurement frameworks still rely on the 2011 census despite significant shifts in viewing behaviour. The next census, scheduled with March 1, 2027 as the reference date, is expected to provide a more accurate basis for recalibration.

On cross-screen measurement, IBDF has backed the move in principle but highlighted execution challenges, particularly the need for data sharing from global digital platforms such as YouTube, Meta and Netflix, which have historically not shared viewership data with rating agencies.

The industry body also supported the exclusion of landing page viewership from ratings, a move introduced by the ministry following concerns over potential misuse. However, it suggested that responsibility for reporting such data should lie with broadcasters and distribution platform operators, backed by clear rules and enforcement mechanisms, rather than solely with the ratings agency.

Further, IBDF has called for a broader conflict-of-interest framework that extends beyond rating agencies to include distribution platform operators, ad-tech firms and large technology players. It argued that these entities, given their growing influence over content distribution and monetisation, should not be allowed to control or hold board positions in any rating body.

The new guidelines replace the 2014 framework at a time when content consumption in India is rapidly shifting from traditional television to digital platforms, making the overhaul of audience measurement systems both necessary and complex.