New Delhi: Chrome Data Analytics & Media Pvt. Ltd. has submitted a policy note to the Ministry of Information & Broadcasting (MIB), urging the Government of India to consider a unified, transparent and digital-first audience measurement system that integrates television and digital viewership into a single ratings framework. The proposal has been addressed to Union Minister for Information & Broadcasting Ashwini Vaishnaw.
In the note, Pankaj Krishna, Founder & CEO of Chrome DM, argues that India’s existing television ratings system, which relies on people meters, has become increasingly inadequate in an era where audiences consume content across multiple screens, including connected TVs, OTT platforms, smartphones, browsers and smart television environments.
The proposal highlights several limitations of the current panel-based measurement methodology. It states that people meters involve significant installation costs, making large-scale expansion financially impractical. It further argues that India’s vast population, linguistic diversity and regional variations make finite audience panels increasingly difficult to use as representative samples. The note also raises concerns over the vulnerability of panel-based systems to data leakage due to the nature of panel deployment and maintenance.
According to the submission, audience consumption has evolved significantly beyond conventional television. Chrome DM cites its data to suggest that digital media consumption now spans connected TVs, mobile devices, OTT applications and browsers, alongside traditional cable and DTH television, underscoring the need for a measurement framework that reflects viewing behaviour across all major platforms.
To address these challenges, Chrome DM has proposed a two-pillar measurement framework. The first recommendation calls for mandatory access to Return Path Data (RPD) from set-top boxes across all multi-system operators (MSOs), while the second seeks API access from OTT platforms, connected TV services and mobile service providers for authorised audience measurement agencies. The company says these inputs would enable the creation of a unified ratings system capable of capturing audience behaviour across both television and digital platforms in real time.
The company has also stated that it possesses the technology infrastructure to support such a framework immediately. In the note, Chrome DM says it has been measuring television distribution and consumption intelligence since 2008 and digital audience behaviour since 2021. It adds that its indigenous technology architecture spans data collection, validation, analytics, reporting and dashboarding, with the ability to process high-volume audience data across platforms and devices.
The proposal contends that a unified measurement ecosystem would benefit broadcasters, streaming platforms, advertisers, media agencies and policymakers by providing a more comprehensive and transparent view of audience consumption across India’s rapidly evolving media landscape.
As part of the submission, Krishna has also offered to present Chrome DM’s capabilities and demonstrate a live dashboard that tracks audience consumption across connected TVs, mobile devices, native and third-party applications, and browsers. The dashboard is designed to provide real-time metrics including live, peak, average and cumulative viewership, along with trending news keywords.
In the note, Krishna highlights his nearly three decades of experience in the media and entertainment industry, including leadership roles at STAR, India Today Group and UTV before founding Chrome DM. He says the company is prepared to support the government should the Ministry decide to pursue a unified audience measurement framework for India.
