Voluntary abeyance placed on IRS 2013 lifted

FP Staff|Aug 21, 2014, 13:03:41 IST

[caption id="attachment_94178" align="alignleft" width="380"]

The move is effective August 20, 2014.[/caption]

The Media Research Users Council (MRUC) has announced that the voluntary abeyance on the Indian Readership Survey (IRS) 2013 has been lifted with effect from August 20, 2014.

The MRUC, along with the Readership Studies Council of India looks, after the readership survey.

The IRS 2013 was released at the beginning of the year and had attracted different views on the accuracy of the data. The Readership Studies Council of India had hence requested its subscribers to hold the study in abeyance, in addition to undertaking a revalidation exercise.

A statement issued by the MRUC states that the revalidation committee unanimously concluded that the methodology used to conduct IRS 2013 was in order. It has now decided to commission a Process Audit.

The committee awarded this audit to third party organization Magic 9 Media that specializes in large-scale studies of media consumption behaviour. After a two-stage audit that was further scrutinized by the MRUC, RSCI, ABC chairmen and INS president, the decision to lift the abeyance was announced.

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