According to reports, the MRUC (Media Research Users Council) - which conducts the Indian Readership Survey (IRS) - has terminated its agreement with Australian firm Roy Morgan Research to launch a single source survey in India.

News of the partnership was announced in December. Roy Morgan’s study was to provide clients with a combination of media metrics, market research and consumer market information across a range of industries, on a continuous basis.

Earlier today, www.livemint.com reported MRUC Chairman Lloyd Mathias’ claims that the contract has been terminated because it contained ‘certain clauses that were not workable’. Roy Morgan Research has thus far declined to comment further.

Mathias says that MRUC will now be inviting market research firms to make fresh bids for the single-source survey.

Web sites: www.mruc.net and www.roymorgan.com .

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