IRS to be held in abeyance for six more weeks
This is the second time that the RSCI Managing Committee has extended the date of re-validation process of the readership survey. The announcement comes after publishers expressed dissatisfaction with the re-validation process
The Indian Readership Survey (IRS) will be held in abeyance for six more weeks, that is, post July, a source close to the development has informed exchange4media. This is the second time that the RSCI Managing Committee has extended the date of re-validation process of the readership survey.
As is known, the RSCI Managing Committee, at its meeting with the Media Research Users Council (MRUC) Board in Mumbai on February 19, 2014, had decided to hold the IRS 2013 findings in abeyance till March 31, 2014.
Several publishers had expressed their dissatisfaction with the re-validation process at a meeting held a couple of weeks back.
It may be recalled that the Bombay High Court in its ruling on May 8, 2014 allowed media houses and agencies to use the 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 MRUC to hold the findings of IRS 2013 in abeyance till the completion of a third-party audit.
Though the Court has allowed the use of the study’s findings for marketing and planning purposes, print players have been highlighting the issue of inaccuracy of the readership data.
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