The ongoing friction between the Telecom Regulatory Authority of India (TRAI) and the Broadcast Audience Research Council (BARC) has sparked widespread debate within the media and advertising ecosystem. Adding to the discourse, GCPL’s chief marketing officer Harshdeep Chhabra has highlighted how the disconnect between regulatory expectations and audience measurement practices is creating “two parallel realities” in India’s television landscape.
According to Chhabra, inconsistent data interpretations, delayed reforms and lack of transparency are making it increasingly difficult for brands, broadcasters and agencies to plan investments effectively. While TRAI pushes for greater accountability and methodological improvements, BARC continues defending its current panel-based system—leading to a stalemate affecting business decisions.
Industry experts believe the confusion is not just technical but structural. With TV still commanding a major share of India’s ad spend, inaccurate or fragmented measurement threatens campaign efficiency, media planning and ROI. Chhabra argues that India now needs a unified, future-ready measurement framework that reflects evolving viewing behaviours, including OTT, regional markets and multiscreen consumption.
As discussions intensify, stakeholders hope the TRAI–BARC dialogue will result in collaborative solutions rather than conflict—ensuring that brands, broadcasters and viewers operate within a single, trusted reality.
