The recently released revised (National Readership Survey) NRS 2006 has already been dissected enough for the publisher community to eagerly look forward to another round of discussions and deliberations with the National Readership Studies Council (NRSC). The NRSC has already presented an opportunity to do so with its initiative to organise a meeting with publishers on November 13, 2006 in Mumbai.
The members of the Indian Newspaper Society (INS) are already geared to discuss some key issues at the meeting. Some of these are technical in nature and are being discussed between some of the top media houses. These include the rural SEC data again. Data suggests that the rural SEC from R1 to R4 is not adding up to the total rural population in NRS 2006.
Some of the other problems are again on the likes of population problems – the working status of individuals is not adding up to the total population. The Monthly Personal Income is not adding up to the total population. Demographics have also come under the scanner, where some publishers point out that the sex of householder is not adding up to the total households; sex, education and occupation of the decision maker are not adding up to the total households either.
Other problem areas are that of education, house parameters and unduplicated figures adding up to more than 100 per cent. There are also problems on the viewership front, where intensity of watching TV has come down and time spent watching TV is not complete.
Publishers have also observed that the duplication in readership of general interest English magazines have gone up drastically in NRS 2006 as compared to previous years.
These are just some of the problems that have surfaced among the top media houses of the country. Data users are reluctant to offer any comments at the moment, citing that the open house discussion on this revised data should make matters clearer.
Some publications that experienced serious data loss are posing questions like how does the NRSC propose to make good the loss that these publications faced in the last month.
Top publication houses are attending the meet in Mumbai to solve some of these issues with the NRSC.