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Can set-top boxes become TV’s new ratings meter

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In short

### Briefing Can Set-Top Boxes Become TV’s New Ratings Meter?** GTPL Hathway** has released data from its return-path-data (RPD)-based service, indicating an early move towards alternative measurement methods. Industry sources suggest that the viability of RPD will depend on its scale, geographical representation, and methodological transparency. Unlike BARC’s panel-based system, RPD captures viewing information from connected set-top boxes, tracking which channels households watch and for how long.

Key points

  • ### Briefing **Can Set-Top Boxes Become TV’s New Ratings Meter?** **GTPL Hathway** has…: ### Briefing **Can Set-Top Boxes Become TV’s New Ratings Meter?** **GTPL Hathway** has released data from its return-path-data (RPD)-based service, indicating an early move towards alternative measurement methods.
  • Industry sources suggest that the viability of RPD will depend on its scale, geographical…: Industry sources suggest that the viability of RPD will depend on its scale, geographical representation, and methodological transparency.
  • Unlike BARC’s panel-based system, RPD captures viewing information from connected set-top…: Unlike BARC’s panel-based system, RPD captures viewing information from connected set-top boxes, tracking which channels households watch and for how long.

Sources checked by our analysis pipeline: 1

GTPL Hathway has made an early move by publishing data from its return-path-data (RPD)-based service, but the larger question is whether operator-led measurement can emerge as a credible industry-wide alternative.

Also Read: India's ₹60,000 crore TV business faces a new reality: Fewer viewers, old rules

Its viability will depend on the scale and representativeness of the data, sampling methodology and the ability to establish credibility among broadcasters and advertisers, industry sources said.

RPD captures viewing information from connected set-top boxes (STBs), tracking which channels households watch and for how long. Unlike BARC's panel-based system, which uses people meters and household-member information to estimate individual viewing, RPD typically records viewing at the household or device level. Its industry-wide relevance will depend on scale, geographical representation and methodological transparency.

BARC has not published ratings since June, after the ministry of information and broadcasting (MIB) asked it to comply with the TV Ratings Policy 2026. Registration applications from BARC and TAM remain pending.

Also Read: TV channel exits accelerate as India’s linear television model comes under pressure

The renewed interest in RPD also follows a 2021 recommendation by an MIB-appointed committee to make it a mandatory capability in future STBs deployed by distribution platform operators (DPOs).

Partho Dasgupta, managing partner at Thoth Advisors and former CEO of BARC India, said more DTH and IPTV operators should explore RPD. It could provide channel rankings within an operator's territory, but cannot serve as the industry's trading currency because individual-level and demographic cuts are unavailable.

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Original source: economictimes.indiatimes.com

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