The much-awaited merger of the National Readership Survey (NRS) and the Indian Readership Survey (IRS) has finally become a reality. After over a two-year wait, industry leaders took the first step in the formation of the merged entity - Readership Studies Council of India (RSCI) - when the Media Research Users’ Council (MRUC) adopted it in its annual general meeting (AGM) on September 20, 2011.
The Audit Bureau of Circulation (ABC) would now be signing on the agreement in its AGM next week, completing the process.
ABC and MRUC have agreed that there would be 10 members each from both organisations that would constitute the RSCI board.
The first Chairman of the RSCI would be appointed from the MRUC, and it is believed that MRUC’s Chairman Hormusji Cama is a key contestant for the role.
As is known, MRUC owns the IRS, while the ABC is fronting NRS on behalf of the National Readership Studies Council (NRSC). The newly merged entity, which is to be a partnership of equals between MRUC and ABC, is called Readership Studies Council of India (RSCI).
The new readership survey under the aegis of RSCI would continue to be called IRS in order to leverage the continuity of the brand that the IRS has become for the Indian print industry in the last many years. However, the new survey would be embellished with more value addition and greater refinement in the research methodology to make it more accurate, which has been the biggest drawback of the current IRS.