As JioStar Vice-Chairman, Uday Shankar, turns a year older, a look back at his stellar three-decade media journey
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Happy Birthday Uday Shankar: The force behind Indian media's reinvention
5 yrs without IRS: How advertisers are planning print campaigns without a common benchmark
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, explores how the IRS was once the common language of print advertising in Indi...
AI Insights
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Impact of IRS Absence. The lack of the IRS for five years has forced advertisers to adapt their strategies in print media planning, indicating a significant gap in audience measurement.
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Need for Benchmarking. Industry experts emphasize the necessity of a common readership benchmark to facilitate effective media planning and advertising strategies.
FAQs
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The Indian Readership Survey (IRS) is a comprehensive survey that measures the readership of print media in India.
The IRS has not been conducted for five years, leading to challenges in establishing a common benchmark for print advertising.
Advertisers are forced to adapt their strategies without a common readership benchmark, which complicates media planning.
Uday Shankar is a prominent figure in Indian media, currently serving as Vice-Chairman of JioStar and recognized for his contributions to the industry's evolution.
The absence of IRS data has reshaped media planning, making it difficult for advertisers to gauge audience reach and effectiveness.
AI-assisted summary, reviewed by our newsroom
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The Indian Readership Survey (IRS) has been absent for five years, significantly impacting how advertisers plan print campaigns in India. As the media landscape evolves, the need for a common benchmark like the IRS is increasingly recognized by industry experts.
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Uday Shankar
Vice-Chairman, JioStar