MRUC gets 24 hours to withdraw IRS 2013 data

In the IRS 2013 saga, drama continues to unfold. The Media Research Users Council (MRUC) has been given a 24 hours dealine by the Indian Newspaper Society to withdraw the latest IRS 2013 findings that were released last week.

Sources close to the development have confirmed the news, stating that failing to abide the deadline, the MRUC will witness a withdrawal of all the grieving parties (about 40 publication in total) from the council.

As reported by Adgully, the meeting was as a result of the discontent showcased by various national publications, with regard to the new IRS data released.

According to sources, the meeting was conducted in two rounds. In the first round, the publishers met to finilise their strategy and in another meeting that followed with the presence of MRUC, the publishers outrightly asked MRUC to withdraw the IRS 2013 results. Also, the INS members informed the MRUC that if the data is not withdrawn in 24 hours, they shall diacontinue their partnership with IRS. Iy is also understood that now the duty lies on MRUC and the research agency holding the mandate - Nielsen as to either rectify the errors or conduct a fresh new survey.

Sharing his thoughts on this development, Amit Ray said, "I believe that this data should not be rejected completely, but be accessed with acute care. Any currency is very important for the industry to identify growth and flourish. Having said that, I believe that now that there is a strong disregard to these numbers, the MRUC has rectify and access the errors with more experienced personnel on board. I believe that people with strong understanding of print media research should get together, leaving behind their professional baggages in order to put the system in place. I am of the opinion that the INS is trying to first control the caos, access the reason behind it and then take decisions. It, I believe can eat a humble pie of experienced professionals to get a quick-fix solution to this. Lastly, I believed that instead of hiding the proceedings under the confidentiality cover, the INS and MRUC need to open to find out better and apt solutions".

While Adgully, awaits the story to reach another pitstop, watch this space for more.