The Media Research Users Council (MRUC) has announced that the findings of the Indian Readership Survey 2013, which have been held ‘in abeyance’ pending revalidation triggered by questioning of its validity by several publishers, has been cleared for use.
An MRUC statement issued on 20 August 2013 said the process audit was handled by Praveen Tripathi (Magic 9 Media). A re-validation sub-committee had cleared the methodology prior to the process audit and also appointed the auditor.
The MRUC statement said that the chairpersons of MRUC, RSCI, ABC and INS had decided to lift the ‘voluntary’ abeyance on the IRS 2013 findings with immediate effect, after review of the findings.
The MRUC chairman is Ravi Rao of Mindshare, while RSCI is chaired by former Lintas Media head Lynn de Souza. Hormusji Cama of Bombay Samachar is the chairman of INS (advertising committee), while the ABC is chaired by Ravindra Pisharody of Tata Motors.
The IRS 2013 findings were originally released on 28 January. The research was handled by Nielsen.