Industry Leaders Push for Immediate Restoration of BARC Ratings at FICCI-Frames
At the opening of the 26th edition of the FICCI-Frames conference, Kevin Vaz, CEO of Entertainment at JioStar and Chair of the FICCI Media & Entertainment Committee, issued a stern call to action regarding the state of India’s broadcasting sector. Addressing the gathering under the theme “India’s Media Moment: Creating Value in an Age of Infinite Content,” Vaz emphasized the urgent need for the government to restore Broadcast Audience Research Council (BARC) ratings.
The Data Vacuum
The broadcasting industry has been operating in a state of measurement limbo. Following a series of directives from the Ministry of Information & Broadcasting, BARC suspended the publication of ratings for news channels, eventually extending the freeze to all genres. This move was intended to align the industry with the Television Ratings Policy 2026. While BARC has made strides toward compliance, including expanding its monitoring panel to over 70,000 homes, the data blackout remains in effect.
Vaz underscored the gravity of this situation as the industry heads into the crucial festive season. “At a time of global economic uncertainty, reliable audience measurement is critical to keeping this ecosystem efficient,” he stated. Without dependable numbers, broadcasters, advertisers, and agencies are struggling to navigate the market, hindering economic activity at a time when the sector needs clear signals to thrive.
A Call for Regulatory Evolution
Beyond the immediate data crisis, Vaz expressed gratitude to the Ministry for removing the 10+2 advertising cap, framing it as a vital modernization of archaic regulations. However, he maintained that the industry requires a more comprehensive roadmap to alleviate the cost and regulatory burdens that currently hinder linear broadcasting. He advocated for a shift toward self-regulation underpinned by robust, industry-agreed standards, suggesting that a lighter regulatory touch would better serve the demands of a rapidly evolving media landscape.
Growth Amidst Convergence
The Indian media and entertainment sector has displayed remarkable resilience, recording a 9% growth in 2025 to reach a valuation of INR 2.78 trillion. While digital media has surged past the INR 1.1 trillion mark, Vaz highlighted that the industry’s narrative is shifting from a struggle over distribution to a battle for attention.
“Attention is the new currency,” Vaz noted, highlighting how Connected TV (CTV) is redefining consumer behavior. With an audience exceeding 200 million in India, CTV is proving that traditional and digital screens are moving toward a symbiotic, converged future rather than displacing one another. He pointed to the massive viewership of the Indian Premier League (IPL) as the gold standard of this convergence, where digital streaming and live broadcast feed into a singular, cohesive viewing experience.
Innovations in Content and AI
Looking ahead, the industry is aggressively diversifying its revenue streams. Beyond traditional advertising and subscriptions, Vaz pointed to “content commerce”—the integration of purchasing options directly into streaming applications—as a significant new value pool. Additionally, the rise of micro-drama formats is creating new opportunities for production houses and independent creators alike.
As the industry integrates Artificial Intelligence into everything from storytelling to analytics, Vaz offered a cautionary note. He urged policymakers and industry leaders to establish clear frameworks regarding copyright, consent, and fair attribution. “Even as technology expands what is possible, the human being must remain at the center of the creative ecosystem,” he concluded.
Ultimately, Vaz challenged the industry to look beyond simple metrics of reach and output. He urged his peers to prioritize the creation of intellectual property capable of competing on the global stage, marking a transition from merely producing content to building enduring value.
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