Sep 29, 2026 12:59pm IST
FICCI Frames 2026: Kevin Vaz Urges I&B Ministry To Restore BARC Ratings At The Earliest
FICCI Media and Entertainment Committee Chairman and CEO - Entertainment, JioStar, Kevin Vaz made a strong statement for the restoration of the BARC ratings at the earliest. The Information and Broadcasting Ministry has suspended the publication of the ratings till the new measurement standards are put in place. The festive season is a very crucial one for Indian broadcasters and advertisers.
In his speech, Vaz said, “At the same time, the industry strongly urges the Ministry to restore the release of BARC audience ratings immediately. The absence of credible, verifiable audience data is creating uncertainty for broadcasters, advertisers and agencies, particularly during the crucial festive season. Reliable measurement is essential for brands to plan campaigns and reach audiences efficiently.”
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He added, “Television remains one of India’s most widely consumed and affordable media platforms and broadcasting and advertising play an important role in the wider economic ecosystem. At a time of global economic uncertainty, reliable audience measurement is critical to keeping this ecosystem efficient, supporting advertisers and broadcasters, and keeping domestic economic activity moving.”
Vaz also thanked the I&B Ministry for the removal of the 10+2 advertising cap, an important step towards a regulatory framework that reflects the changing realities of linear broadcasting and the wider media landscape.
There is a huge growth in the number of Connected TV (CTV) audiences in India. It is now close to 65 million households. Vaz hailed the freedom it provides to audiences to choose between screens. He says, “Linear TV streaming is a good example of this evolution, bringing together the scale and familiarity of television with the flexibility of streaming. It gives consumers the freedom to watch live channels on the screen and connection of their choice, while expanding television’s reach and creating new opportunities for measurement and advertising.”
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