IRS fire still simmering...

If the Media Research User Council (MRUC) believes to have quietly settled down the issue of debatable 2013 IRS data by lifting the abeyance late last week, the fire still seems to be simmering at the publishers end.

A senior source close to the developments in the issue, informs Adgully that things will be settled after an Annual General Meeting which is expected to be held sometime soon.

“While MRUC may have tried to settle the issue, there are still some publishers who do not approve of this decision. Also, we are told that some of the grieving publishers may take the legal route, one must understand that fighting the council individually may not bring about the desired results as a collective effort would do”, he added.

He also informs that while many publishers have made up their minds to discontinue abiding by IRS data, many have also suggested to do away with the use of the masthead for further research purpose.

However, what is of more importance to us is the fact that if broadcasters, who disapproved of the current measurement system, got together to set up Broadcast Audience Research Council (BARC); can the publishers look at this option as well?

Well, we believe this is one way that publishers may not loose out on advertising revenue due to unavailability of the data and letting the same data affect their business for another year in a row. 

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