TRAI, the regulatory body says that the need for a credible, transparent and representative television audience measurement system is recognized world over for growth of TV industry. You will continue to see shutdown of channels like FYI TV18, AXN, etc. without such system.
Dish TV started deploying return path data (RPD) technology from 2018 itself. They share viewing patterns to marketing agencies and also to large corporate houses. As of now Tata Sky has not said that they will deploy RPD.
Before Dish TV, BARC themselves had partnered with cable operators like DEN to increase their sample size and share more accurate data to advertisers.
Dish TV to go for new tech to gather data on viewing patterns
TRAI CP