India’s television audience measurement body, Broadcast Audience Research Council (BARC India), has missed the 30-day deadline set by the Ministry of Information and Broadcasting (I&B Ministry) to respond to the proposed Television Ratings Policy 2026.

The delay has left broadcasters, advertisers, and media agencies awaiting clarity on the future framework that will govern TV ratings, a key metric for ad spending and programming decisions.

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Missed Deadline Raises Questions on Ratings Reform Timeline

The I&B Ministry had directed BARC India to submit its response on the proposed reforms within 30 days. The aim was to strengthen transparency, accountability and credibility in India’s TV ratings ecosystem.

The move followed ongoing concerns about data integrity and past controversies over alleged rating manipulation. However, the deadline lapsed and BARC India failed to submit a formal report. This has introduced uncertainty over the implementation timeline of the new policy.

The new framework is expected to reshape how viewership data is collected, processed and reported across the television industry.

“The delay could slow down regulatory action at a time when the sector is already navigating shifts toward digital consumption and connected TV platforms. Television ratings are important to determine advertising rates, content strategy and channel rankings in India’s competitive broadcast market.”

-said stakeholders

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Industry Watches for Next Steps Ahead of Policy Transition

The proposed Television Ratings Policy 2026 is seen as part of a broader push by the I&B Ministry to modernise audience measurement systems and restore trust among advertisers and broadcasters. Industry participants have been seeking clearer guidelines on measurement standards, panel expansion and safeguards against data tampering.

Sources indicate that consultations and internal reviews are still underway at BARC India, which has yet to explain why it missed the deadline publicly. Any delay in submission will push back stakeholder consultations and the eventual rollout of the revised policy framework.

While media buyers and broadcasters closely monitor the next steps, any changes to the ratings system will impact advertising allocation and revenue flows. For now, the sector remains in a holding pattern, awaiting an updated timeline and formal communication from both BARC India and the I&B Ministry on the way forward.