The Media Research Users Council (MRUC) unveiled the much awaited data for the new Indian Readership Survey (IRS) in Mumbai on January 28, 2014.
Despite MRUC’s best intentions to release a controversy and error free data, DNA has made their dis-satisfaction with the latest IRS 2013 quite clear. The English daily has clearly stated in its January 29, 2014 edition that “DNA contests data presented by MRUC, there’s a clear mis-match between survey figures and our database. DNA has a robust subscription base and we have names, contact numbers, and addresses of most of our readers, who have opted for a paid subscription scheme. This also shows our loyal reader database, which is extremely stable we would, therefore, like to know the basis of the readings.”
DNA further maintained that there seemed to be an honest error on part of the MRUC. The publication has also written to the Director General and Chairman of the Technical Committee, MRUC (Paritosh Joshi) seeking clarification.
“Controversy free IRS is the intention, all the stakeholders have played a part in making this happen, everybody should feel convinced that there is an integrity around the study,” Paritosh Joshi, Chairman, Technical Committee, MRUC had said at the unveiling of the data on January 28.
Hopefully the questions raised by DNA will be resolved, but is the latest IRS really controversy free? It remains to be seen...