Television
TAM India applies for TV ratings licence as competition builds around BARC
Return of established ratings player sparks debate over credibility, methodology and measurement
MUMBAI: TAM India has applied for a licence to operate as an audience measurement agency under the TV Ratings Policy 2026, according to media reports, potentially adding another player to India’s television ratings market as the government opens the sector to multiple agencies.
TAM’s return could increase competition in a market that has been dominated by BARC India, although industry stakeholders remain divided over whether the move will address long-standing concerns around the credibility, methodology and measurement of television ratings.
The development has received a broadly positive response from parts of the advertising industry, with some stakeholders viewing the return of an established player, alongside the potential entry of technology-led measurement company Chrome DM, as an opportunity to challenge the existing ratings structure.
Others have raised questions about TAM’s earlier role in the television ratings business and whether its return would resolve concerns that have historically surrounded audience measurement in India.
TAM India submitted its application earlier this week amid uncertainty over the return of BARC India ratings under the new regulatory framework.
According to media reports, TAM’s application proposes an initial audience measurement system based on return-path data (RPD), with plans to expand into cross-screen measurement through multiple partnerships.
The company has reportedly indicated that it would be ready to begin providing ratings within a quarter of receiving the required licence.
Meanwhile, Chrome DM is also expected to apply for a licence under the TV Ratings Policy 2026 next week. The potential entry of Chrome DM and TAM India, alongside the expected return of BARC, could create a multi-player ratings ecosystem.
The new policy does not cap the number of agencies that can register to provide television rating services, marking a shift from the earlier structure of the market.
For broadcasters, advertisers and media agencies, increased competition could offer greater choice in audience measurement. However, the emergence of multiple ratings providers could also make comparability between different measurement systems and the acceptance of competing ratings currencies key issues for the industry.
