JioStar CEO Kevin Vaz has publicly urged the Indian government to resume the publication of BARC television audience ratings to provide necessary data for the media market. Vaz also advocated for reduced regulatory burdens on linear broadcasting and highlighted the growing importance of connected TV and content commerce in India.
The absence of standardized audience metrics creates a valuation vacuum that threatens advertising efficiency across India’s rapidly expanding media landscape. Without these ratings, broadcasters cannot effectively price inventory during peak demand periods, potentially slowing the momentum of a sector that recently saw live events grow by 47%. This data gap is particularly disruptive as JioStar and competitors pivot toward content commerce and microdramas to capture new value pools. The industry is now forced to rely on fragmented internal data while awaiting government clearance for BARC. Watch for the Ministry of Information & Broadcasting to issue registration once BARC hits its 80,000-home panel requirement.
As the industry navigates these regulatory hurdles, content authenticity gatekeeping remains a critical concern for platforms attempting to maintain trust while scaling digital ad inventory. Industry stakeholders are also monitoring addressable advertising developments to mitigate the impact of current measurement limitations.
JioStar CEO Kevin Vaz has demanded the immediate restoration of BARC TV ratings in India. The government-mandated suspension of audience data has left broadcasters without reliable metrics during the critical festive season. This lack of standardized data creates a valuation vacuum, hindering advertising efficiency in a rapidly expanding media market.
Kevin Vaz is calling for the restoration of ratings to stabilize India's $28.9 billion media market, as the current suspension leaves broadcasters and advertisers without reliable metrics during the peak festive season.
BARC ratings remain frozen while the agency works to meet a government-mandated target of an 80,000-home panel under the Television Ratings Policy 2026.
India's media and entertainment sector reached INR2.78 trillion in 2025, with the digital segment accounting for INR1.1 trillion of that total.
The absence of standardized metrics prevents broadcasters from effectively pricing inventory during peak demand periods, forcing them to rely on fragmented internal data.
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