isec
Industry body says there are no roadblocks from its side; if other stakeholders are aligned, implementation can move ahead
Kanchan Srivastava Mar 25, 2026 9:35 AM
MRSI’s proposed consumer classification system struggles to gain traction amid alleged broadcaster pushback and the absence of empirical validation
Kanchan Srivastava Mar 23, 2026 9:07 AM
While broadcasters are pushing for a detailed study on ISEC's impact on television, the process has been delayed due to economic constraints, insiders have told e4m
Kanchan Srivastava Mar 5, 2025 8:31 AM
In an industry starved for innovation, the Indian Socio-Economic Classification (ISEC) promises to revolutionize media measurement. Yet, it languishes in bureaucratic limbo
Kanchan Srivastava Sep 2, 2024 8:42 AM
Since affluent audiences are shifting towards OTT, entertainment channels are concerned that they might lose ratings in the new system, say industry sources
Kanchan Srivastava Jul 11, 2024 8:42 AM
In a chat with e4m, INS President Rakesh Sharma said changes in audience classification systems carry significant weight for publishers and advertisers, and that he hoped the IRS was conducted soon
Kanchan Srivastava Mar 4, 2024 8:19 AM
The current classification system puts most urban consumers in just two buckets despite huge disparity among their socio-economic status and buying behaviour, experts say
Kanchan Srivastava Mar 1, 2024 8:48 AM
Guest Column: Chintamani Rao, Strategic Marketing and Media Consultant, shares his insights on the ISEC proposed by the MRSI
Chintamani Rao Feb 29, 2024 12:36 PM
The 5-6 member task force is likely to have representations from general entertainment (GEC), news, sports and other genres, e4m has learnt
e4m Staff Feb 27, 2024 1:06 PM
BARC Chairperson Shashi Sinha tells e4m that the council will soon consult broadcasters and advertisers on the new socio-economic classification system
Kanchan Srivastava Feb 27, 2024 8:19 AM
MRSI held a panel discussion where research analysts and marketers discussed the challenges in reaching out to consumers and why a new measurement system like ISEC is needed
Chehneet Kaur Feb 22, 2024 8:58 AM
ISEC is far more representative, stable and less volatile compared to NCCS, said MRSI
e4m Staff Feb 21, 2024 4:10 PM