The Union Cabinet yesterday approved the proposal of the Ministry of Information and Broadcasting (MIB) for bringing out a comprehensive regulatory framework in the form of guidelines for Television Rating Agencies in India.

The guidelines are such that the Indian television industry will see, if the guidelines are strictly followed, a period during which there will be no measurement of television audiences in India. Fundamentally, there are two implications as a result of a period of non-measurement.

Advertisers will not know how TV programs have performed, so they will be buying ‘blind’.http://www.firstpost.com/business/why-tv-channels-will-face-audience-measurement-crisis-soon-1332813.html