BARC India prepares to introduce integrated OTT and television ratings system
BARC India is preparing to introduce a unified audience‑measurement system that will, for the first time, combine ratings across linear television and OTT platforms. The development marks a major shift in India’s broadcast‑measurement framework, aligning with the country’s newly notified TV Rating Policy 2026, which mandates technology‑neutral measurement across all forms of content delivery.
Under the policy, BARC—recognised as the existing accredited agency—must expand its panel to 80,000 metered homes within six months of the 27 March 2026 notification, placing the deadline in late September 2026. From that point, ratings will become fully technology‑neutral, capturing viewership across traditional TV (cable and DTH), OTT services and Connected/Smart TVs within those households. This milestone will mark the official start of combined cross‑platform TRPs in India.
A senior industry executive involved in the transition noted, “The market has evolved faster than measurement, and this integration is essential. A unified system will finally give broadcasters and advertisers a single, credible view of how India watches content across screens.”
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The new framework is expected to streamline reporting, reduce fragmentation and provide advertisers with a clearer understanding of cross‑platform reach. It also aims to address long‑standing concerns about the comparability of digital and television metrics, offering a single standard that reflects contemporary viewing behaviour.
While September 2026 is the policy‑mandated timeline for the expanded panel and the start of unified ratings, industry observers note that the actual rollout may depend on how quickly BARC can fast‑track implementation. Technical integration, field expansion and validation processes remain significant undertakings.
