COVID-19 impact: MRUC defers IRS fieldwork by 3 months
Media Users Research Council (MRUC) has decided to defer the next round of IRS fieldwork by at least 3 months. This decision was taken in light of the ongoing COVID-19 crisis and the resultant nationwide lockdown.
In a statement issued, MRUC said that “the physical aspect of conducting live fieldwork, with face-to-face interviews, across the country at the moment is definitely not feasible”.
Post the 3-month period, MRUC will review the ground situation once more, and if the Board feels reassured of delivering a realistic readership estimate, then fieldwork would be resumed at that time.
“While the impact on society has been catastrophic, it has also severely impacted the economy and all businesses are feeling the brunt of it,” MRUC said.