GTPL Hathway Publishes TV Viewership Data
The company is providing insights into channel rankings and audience demand from over 10,000 set-top boxes, with plans to expand to 50,000 households in the next few months
GTPL Hathway has begun publishing TV viewership data from over 10,000 set-top boxes, providing insights into channel rankings and audience demand. The data is available on the company's website, www.gtpl.net/viewership, and currently covers more than 10,000 RPD-enabled STBs across roughly 3,000 PIN codes and more than 200 towns.
The framework measures viewing across nearly 1,000 channels on GTPL Hathway's platform, including pay and free-to-air, national and regional, and satellite-delivered and platform-distributed channels. This move is significant, as ratings published by the Broadcast Audience Research Council (BARC) remain frozen.
GTPL Hathway plans to expand the coverage to about 50,000 households over the next few months. The company has more than 11 million active digital TV homes and an estimated viewer base of 50 million. The initiative aligns with the guidelines under the Television Rating Policy 2026, notified by the Ministry of Information & Broadcasting.
## Why it matters The move by GTPL Hathway comes as the TV industry faces a new reality with fewer viewers and old rules. The company's initiative is seen as an alternative to traditional rating systems, and its viability will depend on the scale and representativeness of the data, sampling methodology, and the ability to establish credibility among broadcasters and advertisers. The use of return-path-data (RPD) captures viewing information from connected set-top boxes, tracking which channels households watch and for how long.
## Expansion plans Partho Dasgupta, managing partner at Thoth Advisors and former CEO of BARC India, said more DTH and IPTV operators should explore RPD. GTPL Hathway's expansion plans are expected to provide more accurate and comprehensive viewership data, which can help broadcasters and advertisers make informed decisions. The company's website will display a broad summary of the data, while the underlying data covers viewing hours, reach and impressions, engagement, channel affinity, market-wise and regional trends, genre consumption, time-band analysis, and advertising efficiency.
The initiative is also expected to give new and niche channels immediate visibility into audience demand, which can help them to better understand their target audience and create content that resonates with them. As the TV industry continues to evolve, the use of RPD and other alternative rating systems is likely to play a significant role in shaping the future of the industry.
