News Broadcasting
Marketers want news channel viewership data to be more frequent
NEW DELHI: The Broadcast Audience Research Council (BARC) and the representatives of the news genre have often been at loggerheads; the latter having several complaints regarding how the measurements work. From sample size to data points, everything has been a cause of concern for most of the channel owners and editors. Now, several marketers have raised another important point in the narrative, expressing how they would like the industry ratings, including the IRS ratings, to be more frequent.
At a recent webinar on brand safety hosted by Indiantelevision.com, presented by BBC World News and BBC.com, Future Group CMO – FBB Prachi Mohapatra pointed out that ratings remain at the basis of all the math they do to create their marketing strategies and decide their marketing pies and it would really help the cause if they are more regular.
“I really want to have data that I can rely on completely and not have to act on my gut feeling basis the data of the past week or the past few months,” she said.
PolicyBazaar head of marketing Samir Sethi also insisted that the data should be as real-time as possible so one doesn’t have to wait for the completion of a campaign to gauge its success.
“I think all advertisers and agencies would want the data to be as frequent as possible because that will aid in instant decision making. If I know about the ratings six months later or two months later, it gets less valuable,” explained Wavemaker CEO – South Asia Ajay Gupte.
He went on to add that TV channels could potentially lose out to digital modes of marketing, where the data can be tracked and measured practically instantaneously. “It's about having data which is relevant and which is robust and which is to the day because the channels today are also competing with Google, Facebook, YouTube, and Twitter, where the data is almost real-time.”
Parle Products senior category head – marketing Krishnarao S Buddha agreed that there is a dire need of a frequent matrix but he highlighted that content should also be taken into consideration to create a differentiation when it comes to picking channels to put ads on.
Initiative CEO Vaishali Verma, while acknowledging that there are certain brands that prefer buying news as a commodity and plan their spends basis TRP, said there are some that also see the content and its authenticity.
Mohapatra added that along with the individual content of the channel, another factor contributing to their marketing decisions are the fellow brands that are present on the channel. “Looking into the adjacent space helps us create a multiplier effect for the sales. Therefore, it is very important to put your brand in a space that is relevant for you and your category.”
However, when it comes to picking content to put ads on, Sethi emphasises that brands should be non-partisan. “If somebody believes in a certain media outlet, he is still a potential customer. Toxicity is a different thing, but when it comes to the leaning of a channel, I think businesses should not pick a side. The world has always been divided and it will continue to be. Our aim should be to be present where the customer is.”
The panel also discussed other hot-button issues like the need for 24-hour news channels, and how advertisers are seeing the current news media.
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
