Small broadcasters and cable operators have urged the Ministry of Information & Broadcasting (MIB) to drop its proposal that would prevent landing-page impressions from being counted in BARC ratings.

Stakeholders say excluding this data would undercut the reach of smaller TV networks and disrupt the business model that currently supports cable distribution.

Broad opposition to draft changes

Multiple regional and smaller broadcasters, along with MSOs, have filed submissions asking the ministry to preserve the present regime, under which landing-page sampling contributes to measured viewership. Channels that rely on discovery-led sampling say they stand to lose visibility if the proposal is implemented, particularly at a time when ad revenues remain under pressure.

MSOs argue that the la

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