iWorld
Darwin effect: 3-4 telcos may Jio after potential M&As
MUMBAI: When you can’t fight them, join them. Discretion is the best part of valor — are some of the quotable quotes that one has heard. They seem to be proving right in the context of the neck-and-neck race among the existing rivals and a new entrant in the Indian telecom space.
The new entrant Reliance Jio has caused a considerable disruption in the space. No matter it is working out to the benefit of the consumer and helping the industry expand albeit at a much lower cost to the end-user, well-entrenched rivals now are on a slippery wicket.
Vodafone India for example is considering its options of a possible merger with one of the existing rivals. Or, the things could take such a turn that it may be inclined to join the tough new entrant — Jio.
On the other hand, the leading telco Bharti Airtel too launched a number of schemes to face competition. Meanwhile, Airtel is reportedly in discussion to buy Telenor’s India business in a deal that will involve taking on debt of Rs 1,500 crore to take on Reliance Jio. Telenor operates in six of the 22 telecom circles in India and offers 2G services to its 45 million users.
Although, there were reports that Vodafone may be seeking merger with Idea or Jio, experts believe a merger with the former was a possibility. Vodafone had launched several tariffs to browbeat competition from Airtel and Jio. The Indian unit is reportedly seeking a merger with one of the top telecom companies following intensified competition. Vodafone may be keen for a possible tie-up with Idea, Jio or another of the top three providers. Jio’s aggressive tariffs and heavy investments started impacting competitor a few weeks after it entered.
Experts opine that the industry is prepared for a major consolidation with smaller companies such as Telenor likely to be bought over and middle-level companies such as Reliance Communication and Aircel seeking mergers. The exercise will eventually leave space for some 3-4 players.
But, there is some apprehension. With two decades of existence, it may be a bit early to expect merger for Idea or Vodafone. Vodafone may rather go for a buyout.
In September 2016, Vodafone invested Rs 47,700 crore in the Indian unit, most of which was used to reduce debt to Rs 35,430 crore by the end of second quarter of 2016-17. By September, the Indian company had 200 million mobile customers. In November, Vodafone cut the valuation of its Indian unit by GBP 5 billion owing to stiff competition.
iWorld
BARC launches cross-media measurement pilot with JioStar
TV ratings body tests unified framework across linear, CTV and mobile, addresses long-standing advertiser demand on 20 February 2026.
MUMBAI: India’s TV ratings system is finally catching up to the screen-hopping viewer because when audiences juggle remotes like cricket balls, measurement can’t stay stuck in the living room. The Broadcast Audience Research Council (BARC) has quietly begun a pilot project for cross-media measurement, marking its first structured attempt to track audiences seamlessly across linear TV, Connected TV (CTV), and mobile platforms. Multiple BARC board members confirmed the development on 20 February 2026, describing the initiative currently running with JioStar as a foundational step toward a unified industry currency.
The pilot arrives amid sharp criticism from the Ministry of Information & Broadcasting (MIB), which in 2025 directed BARC to integrate CTV data into its system. MIB highlighted glaring gaps: India has roughly 230 million television households, yet BARC relies on only about 58,000 people meters, a sample representing just 0.025 per cent of total homes. The ministry also flagged BARC’s lack of tracking for smart TVs, streaming devices, and mobile apps, undermining the reliability of TRPs in a diverse, multi-screen country.
The initiative builds on JioStar’s December 2025 Cross-Screen Measurement Study with Nielsen during TATA IPL 2025, which analysed five major brands across impulse and high-consideration categories. That study demonstrated how audiences engage with live sports across linear TV, CTV, and mobile underscoring the need for total reach and incremental impact metrics.
Advertisers have welcomed BARC’s proactive move. A senior member of the Indian Society of Advertisers (anonymous) called it the right move at the right time. Consumers are fluid across screens, and measurement must reflect that reality. A credible cross-media framework will help us optimise budgets scientifically, reduce waste, and drive higher ROI.
Another brand leader added, that the move will allow marketers to identify incremental reach across platforms rather than overexposing the same audience. That improves campaign effectiveness and ensures every rupee works harder.
A broadcaster executive praised the pilot-led approach saying BARC deserves credit for stepping forward and testing this in a structured way. Reform of this scale requires collaboration, experimentation and patience.
If the pilot proves robust and expands beyond JioStar, India could move toward a single, cross-platform measurement standard potentially reshaping how billions in advertising rupees are planned and spent. In a media world where viewers rarely stay on one screen, BARC’s experiment might just be the first step toward making ratings as multi-talented as the audience they try to count.
