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Indian Readership Survey 2013 in abeyance till March 31

The Media Research Users Council found out that there are flaws in the survey findings

BS Reporter  |  Mumbai 

The Media Research Users Council (MRUC), after a meeting with the Readership Survey Council of India (RSCI) managing committee, announced that the Indian Readership Survey (IRS) 2013 would be under abeyance till March 31. A panel of 4 to 5 members is being instituted which would observe and validate the data and based on that, would present the observations and recommendations to the RSCI in early April.

After facing severe backlash from the Indian Newspaper Society (INS) over the findings of IRS 2013, the MRUC has taken cognizance of the fact that there are flaws in the survey findings. In order to rectify this, the council has started developing the process of of re-validation of data, which would be complete by February 24, according to a statement by MRUC.

A representative of the MRUC added, “We would recommend the subscribers not to use the data for commercial purposes during this time.”

The MRUC officials had met on February 4 to deliberate over the INS’ demand to withdraw the IRS 2013 data. The INS had met MRUC on February 3 and given the latter an ultimatum to withdraw the data by the evening of February 4 or members of the INS would withdraw their subscriptions to the data.

The IRS 2013 was released on January 28 and soon, publications began to point out glaring anomalies in the data. On January 31, 18 publications issued a public statement that pointed out some of the most startling anomalies and also demanded the withdrawal of the data with immediate effect.

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First Published: Thu, February 20 2014. 00:43 IST