GTPL Hathway has launched a television audience measurement initiative using data from more than 10,000 set-top boxes. The initiative aims to give broadcasters, advertisers and media agencies better insights into viewing behaviour across India.
Announced on October 23, 2026, the initiative uses Return Path Data (RPD) technology to measure television consumption. GTPL also plans to expand its measurement sample to approximately 50,000 households. The move comes as India’s television industry faces a freeze on ratings published by the Broadcast Audience Research Council (BARC).
How GTPL Hathway measures TV viewership
GTPL Hathway’s system collects viewing information from compatible set-top boxes. Return Path Data technology can record viewing activity automatically in participating households.
This approach provides insights into television consumption without relying solely on surveys or viewers reporting their habits. However, the data represents participating households rather than every television household in India.
The current framework covers more than 10,000 set-top boxes across over 200 towns and approximately 3,000 PIN codes. It includes metropolitan, urban, semi-urban and rural markets.
According to industry reports, the system measures viewing across nearly 1,000 television channels available on GTPL’s platform. These include national and regional broadcasters, pay-TV channels and free-to-air services.
GTPL plans to expand coverage to 50,000 households
GTPL Hathway plans to increase its measurement sample to approximately 50,000 households over the coming months. The expansion could provide broader geographic coverage and more detailed audience insights.
The company has more than 11 million active digital television homes and an estimated viewer base of 50 million, according to industry reports.
A larger measurement sample could help GTPL better understand regional viewing preferences. It could also provide advertisers with more detailed information about audience behaviour.
The framework is supported by a baseline study conducted by an independent third-party research agency, according to the company. However, the accuracy of its estimates will depend on the sample composition and measurement methodology.
Early findings highlight television viewing habits
GTPL Hathway said its initial findings indicate that households watch linear television for more than seven-and-a-half hours daily on average.
The company also plans to provide insights into viewing hours, audience reach, impressions and channel preferences. Its measurements will cover regional consumption, genre trends and viewing patterns across different time slots.
These insights could help broadcasters evaluate their programming. They may also reveal which channels attract audiences in specific markets.
Advertisers and media agencies could use the data to make more informed campaign decisions. GTPL has also begun publishing summaries of its viewership data on its official website.
The publicly available information includes rankings of popular channels and selected digital advertising properties.
GTPL expands into digital advertising measurement
GTPL Hathway is also developing audience measurement capabilities for digital advertising properties accessed through its set-top boxes.
The framework estimates advertising impressions and average viewing time. These insights could help advertisers assess engagement with advertising inventory available through the platform.
GTPL also plans to offer advertising opportunities through a cost-per-thousand-impressions (CPM) model. This pricing approach charges advertisers according to the number of impressions delivered.
The initiative could help the company develop its advertising business. It may also give marketers another way to evaluate campaigns across television and set-top-box-based digital environments.
However, commercial success will depend on advertiser adoption. The reliability and usefulness of the measurements will also be important.
Privacy and data protection remain important
GTPL Hathway says its measurement framework does not collect personally identifiable subscriber information. The company states that viewing data is anonymised before processing and aggregated at the household level.
These safeguards matter because set-top-box measurement involves collecting information about viewing activity. Clear data practices will remain important as the initiative expands.
GTPL has also said that its framework aligns with the Ministry of Information and Broadcasting’s Television Rating Policy, 2026. The details of its methodology and privacy safeguards will be important considerations for industry stakeholders.
What GTPL’s initiative means for India’s TV industry
GTPL Hathway’s initiative introduces another source of television audience insights. It comes as broadcasters, advertisers and media agencies seek better visibility into viewing behaviour.
If the planned expansion succeeds, the system could provide more detailed information about regional audiences and channel preferences. Smaller and niche broadcasters may also gain additional insights into their content’s performance.
However, GTPL’s measurements should not be treated as a replacement for India’s industry-wide television ratings. The framework relies on participating households and the methodology used to interpret their viewing data.
Its results may not represent the viewing habits of all Indian television households. Comparisons with other measurement systems will also require an understanding of their respective methodologies.
The initiative’s wider impact will depend on the growth of its sample and the transparency of its measurements. Adoption by broadcasters and advertisers will be another important factor.
For now, GTPL Hathway is positioning its set-top-box measurement system as an additional source of audience intelligence. Its planned expansion to 50,000 households could help shape how broadcasters and advertisers understand television consumption in India.
