The shift opens a window for industry heavyweights who have long wanted greater control over measurement data, say experts ...

For long, it was alleged that the government wanted BARC to be the only agency involved in audience measurement. Through the proposed amendments, the I&B ministry is seeking to change the narrative.

The ministry has also proposed reforms to address the industry’s longstanding demand for capturing CTV and multiscreen ...

In the world of fiction, anything is possible. Yet there are some movie/show plots and storylines that include creative and ...

The firm is exploring the feasibility of multiscreen measurement with several partners, including DTH and cable operators as ...

Our planet is a vast tapestry of contradiction, with some places on Earth entirely inhospitable, while other places thrive ...

The proposed changes also include amending Clause 1.4 to prevent rating agencies from offering consultancy or advisory ...

I&B Ministry's new TRP policy draft proposes modernising TV ratings with multiple agencies, addressing current system gaps.

The I&B ministry has proposed amendments to the Policy Guidelines for Television Rating Agencies, originally issued in 2014, ...

Union Ministry proposes amendments to TV rating guidelines to democratize and modernize system for accurate and inclusive audience measurement.

Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.

The real value of DAI isn’t just inserting ads. It’s scaling that capability across every viewer, device, and platform ...