Readership survey bodies to merge

Written by fe Bureaus | Mumbai | Updated: Aug 27 2009, 05:02am hrs
The two rival readership surveys, Indian Readership Survey (IRS) and the National Readership Survey (NRS), are all set to merge, thereby, paving way for a single print readership study in the country. The industry bodies behind the two surveys, the Media Research Users Council that comprises representatives from the media, and the advertising fraternity and the National Readership Studies Council (NRSC) have passed a resolution to have a single readership currency and merge IRS and NRS. NRSC was constituted by Indian Newspaper Society (INS), Advertising Agencies Association of India (AAAI) and Audit Bureau of Circulations (ABC) for the purpose of measuring readership trends in India.

NRSC has mandated Sam Balsara, chairman of its governing council, and Ashish Bagga, member of the governing council, to discuss and finalise the modalities of the merger as soon possible. For MRUC, the role will be played by G Krishnan, chairman of the governing council, and Bharat Kapadia, member of the board of governors.

On the merger of IRS and NRS, Balsara said: I am happy at this development which a lot of well-meaning people have been looking forward to for some time. We can now look forward to one industry-sponsored robust readership survey that will be accepted by one and all".

G Krishnan, chairman of MRUC, said, MRUC is a body which has members from all constituents of the advertising/media/marketing fraternity.