Chrome Data Analytics & Media Pvt. Ltd has proposed a unified, transparent and digital-first audience measurement system for India’s television and digital media ecosystem.

According to a submission made by Chrome DM to the Ministry of Information & Broadcasting, Chrome DM Founder and CEO Pankaj Krishna highlighted the challenges of the existing television ratings system and suggested a technology-driven approach to measure audiences across TV, OTT platforms, Connected TVs, mobile devices and digital platforms.

Chrome DM said that the current panel-based measurement system faces limitations due to high installation costs, limited panel size and concerns around panel leakage.

The company suggested using Return Path Data (RPD) from set-top boxes and API access from OTT platforms, Connected TV platforms and mobile service providers to create a more accurate and scalable measurement framework.

The company said its technology platform can capture, analyse and report audience consumption data across cable, DTH and digital platforms in real time.

Chrome DM added that it has been measuring television distribution and consumption intelligence since 2008 and digital audience behaviour since 2021.

The company further said that its indigenous technology architecture supports data collection, validation, analytics, reporting and dashboarding across multiple platforms and devices.

Chrome DM said a unified measurement system would benefit broadcasters, advertisers, agencies, platforms and policymakers by providing a more transparent view of audience behaviour across screens.