GTPL Hathway has begun publishing television audience viewership data using Return Path Data (RPD), a set-top box-based measurement framework that tracks viewing activity across its subscriber base. The company currently has more than 10,000 RPD-enabled households across over 200 towns and approximately 3,000 PIN codes, and plans to expand the sample to 50,000 households over the next few months.
The initiative comes amid a freeze on television ratings published by the industry-led measurement body. GTPL said its framework is aligned with the Television Rating Policy, 2026, notified by the Ministry of Information and Broadcasting, and is intended to provide broadcasters, advertisers, agencies and content owners with additional insights into television consumption.
Initial data from the framework indicates that households watch linear television channels for an average of more than 7.5 hours a day, according to the company.
GTPL has begun publishing summary viewership information on its website, covering television channels and digital advertising properties available through its set-top boxes.
Return Path Data captures television viewing activity directly from enabled set-top boxes, allowing viewing behaviour to be monitored continuously rather than relying solely on survey-based measurement.
GTPL said its current framework is supported by a baseline study conducted and managed by an independent third-party research agency. The study uses statistical and scientific methods intended to provide representative coverage across different markets.
The company plans to expand the sample to approximately 50,000 RPD-enabled households. GTPL said the larger sample would improve geographic coverage and analytical depth, while helping represent its universe of more than 11 million active digital TV homes and an estimated viewer base of 50 million.
The framework covers nearly 1,000 television channels available on the platform, including pay-TV and free-to-air channels, national and regional channels, and satellite-delivered and platform-distributed channels.
The company said this could give smaller and emerging channels greater visibility into audience demand and help broadcasters make more informed programming and scheduling decisions.
Measurement extends to set-top box advertising
Beyond television viewership, GTPL has developed a framework to measure impressions and average viewing time for digital advertising properties available through its set-top boxes.
The company said the data is derived from viewing and behavioural patterns observed in sample households and extrapolated across its wider subscriber base using statistical methods.
GTPL plans to offer advertisers the option of buying these digital properties against defined digital metrics, with impressions available on a cost-per-thousand-impressions (CPM) basis, similar to buying models used by digital platforms such as Google and Meta.
The framework is intended to provide advertisers with a more detailed view of audience engagement across television and digital environments, supporting media planning across the two.
The underlying data can also be analysed by viewing hours, reach, impressions, engagement, channel affinity, regional and market-level performance, genre consumption, time bands and advertising efficiency, according to the company.
GTPL said the measurement framework does not collect personally identifiable subscriber information. Audience data is anonymised before processing, aggregated at the household level and handled through automated systems designed to secure collection and processing.
The company is positioning the initiative as an additional source of audience intelligence for the television industry, with its planned expansion expected to increase the scale and geographic spread of the data.
