Friday, May 09, 2008
Following the release of IRS 2008 Round 1 survey report, Madhya Pradesh and Chhattisgarh based Hindi daily NaiDunia has issued a legal notice to Media Research Users Council (MRUC) that conducts this survey. The publication has asked MRUC to withdraw the report. MRUC is yet to revert on this notice. MRUC officials were not available for comments at the time of filing the report.
NaiDunia has asked for an explanation from MRUC about the low readership figures of the publication in Indore city in the survey vis-à-vis its increased circulation in the city that has been certified by the Audit Bureau of Circulations.
An official communiqué stated, “Similar is the case of Jabalpur, where the publication was launched in month of September 2007 with a record circulation, but the readership has been shown to be lesser than the actual circulation figure. Moreover, Jabalpur and Gwalior editions have not been mentioned separately.”
Anil Dhupar, President-Marketing, NaiDunia, said, “In the last round of the survey, that is, IRS 2007 R2, similar blunder was made, to which we had raised our objection, but never got a proper response. Thus, we had to serve a legal notice this time. Publications with two or three editions have been clubbed as one, making it difficult for a multi-edition publication like ours to make correct comparison or to highlight ourselves. Everybody knows that these survey figures are referred to by media planners across the country to design a media plan. A vague or false media report will definitely affect our business interests. So, we had to take this step.”