IBDF asks for delay in new TV rating rules over cross screen measurement demands

Board changes and panel expansion still need approvals

The Indian Broadcasting and Digital Foundation has urged regulators to extend timelines for rolling out new TV audience measurement rules. It cites complexities around board restructuring, expanding measurement panels, and cross-screen tracking, while also questioning how distribution platforms and tech firms influence ratings. With broadcasters and advertisers heavily reliant on these figures, the delay could reshape planning and ad spends across the industry.