RSCI puts IRS 2013 findings in abeyance, numbers to be re-validated
In another dramatic twist to the MRUC – IRS saga; the Media Research Unit Council (MRUC) has, as off now, suspended the new Indian Readership Survey (IRS) data till 31st March 2014. The Readership Studies Council of India (RSCI), at its meeting held in Mumbai today, has put the IRS 2013 findings in abeyance to enable proper validation.
This may come as an unexpected blow to the MRUC as it was banking on RSCI bailing it out of the testing situation it had run into following stiff opposition from 18 leading media houses at the start of the year.
In a statement jointly issued by the MRUC and RSCI informed about the decisions reached after the meeting. The major points highlighted in the statement are:
• The IRS will be held in abeyance until March 31, 2014
• A process for re-validation of the study is being developed. This process shall be finalised by February 24, 2014.
• The re-validation process will be completed by March 31, 2014.
• Observations and recommendations arising from this process will be presented to RSCI by early April 2014.
• Once adopted, the recommendations will be formally incorporated into the future architecture of the IRS.
• All subscribers and members will be immediately contacted by RSCI, MRUC and ABC to hold off usage of the study until the re-validation process is completed.
It may be recalled that MRUC had ran into a sticky situation following stiff opposition from 18 leading media houses who has publically displayed their disagreement, which then resulted in the India Newspaper Society (INS) serving a 24-hour ultimatum to the MRUC asking the Council to withdraw the new IRS findings.
Watch this space for more updates.