The Indian Readership Survey failed to impress print publishers andinvited strong criticism from them. Media Research User Council convened an urgent meeting on February 19th, to decide the future of the latest findings.
The sub-committee responsible for the revalidation process was to submit the observations and recommendations to Readership Survey Council of India (RSCI) by early April 2014.
In a meeting held in Mumbai on March 31st, in the presence of MRUC and RSCI, the preliminary report by the sub-committee to critically assess the IRSwas considered.
The release says, “RSCI and MRUC accepted the finding of the sub-committee that the methodology and process adopted were robust. They approved the recommendation of the sub-committee that the revalidation and audit of field work by a third party commence immediately and completed within four to six weeks.”
The IRS 2013 report will remain in abeyance until this process is completed.