MRUC reveals Indian Readership Survey 2013 findings

Urges refrain from comparison to past IRS data, given substantial changes to methodology and expanded sample

MRUC reveals Indian Readership Survey 2013 findings

After a hiatus of nearly a year, MRUC and RSCI have released the findings of the Indian Readership Survey (IRS) for 2013.

Nielsen was mandated with conducting the survey. IRS 2013 covered a sample of more than 235,000 households across India including 75,000 rural households.

Ravi Rao, Chairman, MRUC, said, “Today is a momentous day for us. It is incredible the way this study was conducted for which I would specially like to applaud Paritosh Joshi and Lynn de Souza. I would like to restate that one must not compare this data with the earlier surveys as this data is unique and very different. The way forward would be to compare the findings with the survey (findings) that will be out in the next quarter.”

Paritosh Joshi, chairman of the technical committee, MRUC, said, “The short point of this IRS Survey is that it is transformational. It will bring in a sea change in the industry  much like the way Bill Gates did with the introduction of the Windows software. The journey began less than a year ago and has now borne fruit. The vision for IRS is to be district level rural urban reporting. This is the intent for the future.”

The findings, projected to population estimates as per The Census of India 2011 for the first time, are as under:

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3 October 2014