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Media houses, agencies can use IRS 2013 data, rules Bombay High Court

09-May-2014
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Media houses, agencies can use IRS 2013 data, rules Bombay High Court

The Bombay High Court in its ruling on May 8, 2014 allowed media houses and agencies to use the Indian Readership Survey (IRS) 2013 data for marketing and media planning purposes.

The Court was hearing a petition filed by HT Media, which challenged the decision of the RSCI and Media Research Users Council (MRUC) to keep the findings of IRS 2013 in abeyance till the completion of a third-party audit. The decision to conduct an audit was following complaints filed by several media companies regarding the quality of the study and calls for the data to be withdrawn on grounds of flawed methodology.

The Bombay High Court rejected MRUC’s contention that its data cannot be used by subscribers until a third-party audit of the IRS results was completed.
 

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.