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RSCI suspends new IRS data till 31 March
MUMBAI: Amid stiff opposition from print media companies, the Readership Studies Council of India (RSCI) has decided to suspend the new Indian Readership Survey (IRS) data that was released on 28 January.
18 major publications, Indian Newspapers Society and Association of Indian Magazines had trashed the findings claiming it as “absurd” and full of “anomalies”. INS had even served a 24-hour notice to Media Research Users Council (MRUC) for withdrawing the findings.
However, following its emergency board meeting on 4 February, MRUC said that the RSCI is in charge of governance of the study and that it is no longer at liberty to make a “unilateral determination of the way forward”.
Industry sources confirmed to TelevisionPost.com that RSCI has asked MRUC to conduct revalidation of the data over the next month. Till then, the data will remain suspended.
A process for revalidation of the study is being developed and will be finalised by 24 February. This process will be completed by 31 March. Observations and recommendations arising from this process will be presented to RSCI by April. Upon adoption, these recommendations will be formally incorporated into the future architecture of IRS.
All subscribers and members will be immediately contacted by the RSCI, MRUC and Audit Bureau of Circulation (ABC) to hold off usage of the study until the revalidation process is completed.