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Radio operators still await revised IRS numbers

07-February-2014
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Radio operators still await revised IRS numbers

Even as print bodies, AIM and INS, continue to ply pressure on MRUC to withdraw the IRS print report, radio operators still remain in limbo. We had written earlier about MRUC asking radio operators not to refer to the circulated IRS radio report as a revised report was being worked upon (After print players, now radio operators find flaws in latest IRS data).

The revised report was expected to be delivered on Tuesday (February 4, 2014), but it has not yet been made available. Sources now say that it could be circulated today. This might be possible, since even the previous report was released on a Friday. Said a radio operator, “With the amount of pressure being heaped on MRUC by print players, maybe they just don’t want to take any chances.” Radio operators that we spoke to are still in the dark about what MRUC will actually provide and how it is going to ‘revise’ a study in just a few days.

However, the radio industry seems to have adopted a “wait and watch” stance. A source in a radio channel said, “We are still waiting for the revised report, but we would not like to take a stand without going through it. We must at least give MRUC a chance.”

The radio industry’s stoicism is at odds with print’s aggressive stance, but can be understood since most of the radio players have seen the first edition of the IRS radio numbers themselves. Speaking on condition of anonymity, a radio official said that the IRS numbers were more relevant for larger radio channels and advertisers did not really bother about it when it came to local channels.

Tags Indian Readership Survey Radio operators MRUC Abhinn Shreshtha

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