The information and broadcasting (I&B) ministry has asked the Broadcast Audience Research Council (BARC) to expand its measurement framework to include connected TV (CTV) viewership, as more Indian households shift to streaming television even while linear TV continues to dominate several genres, according to people aware of the development, as reported by ET.

The directive comes at a crucial time for the country’s sole television rating agency, whose 10-year registration with the ministry expired on July 27. BARC’s registration renewal is currently under review, and ministry officials have sought clarifications on multiple aspects before approving for another 10-year term, the people said.

Shift in viewing habits drives the push

BARC, jointly promoted by the Indian Broadcasting and Dig

See Full Page