The Ministry of Information and Broadcasting has directed the Broadcast Audience Research Council (BARC) to share raw-level data with broadcasters, aiming to enhance transparency and credibility in television viewership ratings. The request aligns with the Policy Guidelines for Television Rating Agencies in India issued in 2014, which stipulate the equitable availability of such data to all stakeholders.
In response to BARC’s request to share Audience Measurement Raw Level Data (RLD) with broadcasters, the ministry acknowledged the agency’s efforts to significantly increase its panel homes by approximately 85%, from 30,000 to 55,000. Additionally, the ministry highlighted that the RLD data has been appropriately masked and anonymized to ensure the secrecy, privacy, and integrity of panel homes. This move reinforces BARC’s commitment to maintaining data security and privacy.
While BARC has already been sharing RLD data with advertisers and media agencies, the ministry emphasizes the importance of making this data accessible to all interested stakeholders transparently and equitably.
This development follows the I&B ministry’s previous actions to improve the credibility of viewership ratings. In January 2022, the ministry mandated BARC to release viewership ratings of news channels on a monthly basis. The revised reporting system included a four-week rolling average concept for news and niche genres. This move aimed to address past controversies and allegations of TRP manipulation that led to the suspension of ratings publication in October 2020.
The TRP manipulation allegations surfaced after Mumbai police revealed a racket that involved paying households to keep their television sets switched on to boost viewership of specific news channels. BARC had subsequently revised its processes, protocols, and oversight mechanisms to enhance transparency and accuracy. These efforts were aligned with the recommendations of the TRP committee and the Telecom Regulatory Authority of India (Trai).
The ministry’s recent directive to share raw-level data with broadcasters is a significant step towards fostering transparency and accountability in television viewership ratings, ultimately contributing to the industry’s integrity and public trust.