A pioneering initiative by IPG Mediabrands sets a new industry standard for responsible media practices in India, promoting safety, inclusivity, sustainability, and data ethics
In a significant development for India's media landscape, IPG Mediabrands, the media and marketing solutions division of Interpublic Group, unveiled its inaugural Media Responsibility Index (MRI). This index, developed in collaboration with its intelligence arm, MAGNA, is designed to champion responsible media practices, marking a crucial milestone for the country's media industry.
The MRI, a comprehensive assessment tool, aims to raise awareness and establish higher safety standards in advertising for both brands and consumers. It is a valuable resource for marketers, enabling them to prioritise brand and consumer safety when making investment decisions across diverse media platforms.
The MRI India evaluates media platforms across four crucial environmental, social, and governance (ESG) aligned priorities: Safety, Inclusivity, Sustainability, and Data Ethics. This holistic approach equips brands to make informed investment decisions, ensuring brand and consumer safety in media strategies.
The survey comprises an extensive questionnaire featuring over 200 questions, covering principles such as promoting respect, children's well-being, addressing misinformation, and data collection and use. It provides a comprehensive analysis of each platform's performance within these domains.
The index, a weighted representation of the 10 principles across the four priorities, reflects the platforms' standing in these areas. Broadcast platforms included in the survey account for nearly 70% of Television Adex in India.
Key findings from the report concerning the Indian media landscape include the following:
Both broadcast and digital platforms demonstrate consistency in safety, aligning with industry ethics and standards.
Broadcast platforms are encouraged to take foundational steps in sustainability, such as measuring emissions, adopting ESG frameworks, and making public commitments to Net Zero goals. Digital platforms display mixed efforts, with some planning to enhance energy efficiency and address greenwashing concerns.
Diversity, Equity, and Inclusion (DE&I) initiatives must be reinforced in both broadcast and digital domains, with significant room for improved measurement and statistical validation.
Digital platforms are urged to enhance their commitment to data ethics, aligning with the Digital Personal Data Protection regulation.