JioStar CEO Kevin Vaz has urged the government to restore BARC audience ratings at once, warning that the absence of credible, verifiable television data is creating uncertainty for broadcasters, advertisers and agencies just ahead of the festive season. Speaking at the inaugural address of FICCI FRAMES 2026 on September 29, he said reliable measurement is critical for brands to plan campaigns and reach audiences efficiently.
On regulation, Vaz welcomed the Ministry of Information & Broadcasting’s decision to remove the 12-minute advertising cap, calling it a step towards a framework that reflects the realities of linear broadcasting. He also asked for a wider cut in the regulatory burden and costs of linear television, and said self-regulation and industry best practices should remain central.
Vaz described television, streaming, mobile and connected TV as converging rather than competing. He cited industry estimates of India’s CTV universe at over 200 million viewers, with more than 80% of viewing done with family or friends, combining big-screen scale with personalisation, addressability and measurability. He said TATA IPL 2026 reached over 1.2 billion viewers.
He also highlighted micro-drama, valued at Rs 650 crore in 2025 and projected to grow over 50% annually through 2028, pointing to JioStar’s TADKA and its work with over 50 production houses. On AI, he said humans must stay at the centre of creativity and called for clarity on copyright, consent, attribution and fair value for creators.
