MRUC was banking on RSCI bailing it out of the difficult situation it had run into following stiff opposition from 18 leading media houses
BestMediaInfo Bureau | Mumbai | February 19, 2014
For now, this is the final blow for the controversial IRS 2013 findings that were announced recently. The Readership Studies Council of India (RSCI), at its meeting held in Mumbai today, has put the IRS 2013 findings in abeyance.
According to informed sources, the data will be kept in abeyance till end of March to enable proper validation. Media houses will then take a call depending on the outcome of the validation.
In a statement titled “RSCI decides the way forward for IRS 2013”, MRUC informed about the decisions taken after the meeting, which are:
- The IRS will be held in abeyance until March 31, 2014
- A process for re-validation of the study is being developed. This process shall be finalised by February 24, 2014.
- The re-validation process will be completed by March 31, 2014.
- Observations and recommendations arising from this process will be presented to RSCI by early April 2014.
- Once adopted, the recommendations will be formally incorporated into the future architecture of the IRS.
- All subscribers and members will be immediately contacted by RSCI, MRUC and ABC to hold off usage of the study until the re-validation process is completed.
It may be recalled that MRUC was banking on the RSCI bailing it out of the difficult situation it had run into following stiff opposition from 18 leading media houses who cried foul, which led to the Indian Newspaper Society (INS) serving a 24-hour ultimatum to MRUC to withdraw the new IRS findings.
MRUC seeks RSCI’s intervention to convince stakeholders on IRS 2013
INS ultimatum to MRUC: Withdraw IRS 2013