Mumbai: FICCI Media & Entertainment Committee chairman Kevin Vaz has urged the Information & Broadcasting Ministry to restore BARC audience ratings immediately, saying the absence of credible and verifiable audience data is creating uncertainty for broadcasters, advertisers and agencies.
“The industry strongly urges the Ministry to restore the release of BARC audience ratings immediately,” Vaz said in his inaugural address at FICCI FRAMES 2026.
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He said the lack of audience measurement was particularly problematic during the crucial festive season, when advertisers and agencies plan campaigns and allocate spending.
“Reliable measurement is essential for brands to plan campaigns and reach audiences efficiently,” Vaz said, adding that television remains one of India's most widely consumed and affordable media platforms.
Broadcast regulation
Vaz also called for a broader roadmap to reduce the regulatory burden and cost of linear broadcasting, saying the sector needed room to evolve alongside digital media.
“The need for forbearance has long been an ask from the broadcasting sector, because innovation needs room to evolve,” he said, adding that self-regulation and strong industry best practices should remain central to the industry's next phase of growth.
He welcomed the government's removal of the 10+2 advertising cap, calling it an important step towards a regulatory framework that reflects changing realities in broadcasting and the wider media landscape.
CTV, micro-dramas and new revenue
Vaz said India's media and entertainment industry grew 9% in 2025 to Rs 2.78 lakh crore, with digital crossing Rs 1.1 lakh crore and live events growing 47%.
He said the industry was moving from an era when distribution was scarce to one where content is abundant and audience attention has become the key challenge.
“Attention is the new currency,” Vaz said.
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He also highlighted connected TV, saying India's CTV universe is estimated at more than 200 million viewers, while more than 80% of CTV viewing is shared with family or friends, according to industry estimates.
New formats such as micro-dramas are also creating fresh opportunities, he said, with the segment valued at Rs 650 crore in 2025 and expected to grow at more than 50% annually by 2028.
Content commerce is emerging as another revenue opportunity, with Vaz describing it as a “third meaningful value pool” alongside advertising and subscriptions.
AI and creators
Vaz said artificial intelligence was transforming production, storytelling, workflows, analytics and personalisation, but stressed the need for clarity around copyright, consent, attribution and fair value for creators.
“The goal is not to slow innovation down but to ensure technology and creativity grow together,” he said.
