Indian sources are suggesting that the long-awaited merger of the country’s two key print readership surveys, the National Readership Survey (NRS) and the Indian Readership Survey (IRS), could be about to happen.
Rumours indicate the Media Research Users’ Council (MRUC) - which owns the IRS - and the Audit Bureau of Circulation (ABC), representing the NRS, may sign an agreement in the next two weeks.
According to www.exchange4media.com
, the newly-merged entity would be an equal partnership and would be known as the Readership Studies Council of India (RSCI). ‘Though still known as the IRS, the new survey would offer more accurate and detailed reporting.
ABC Chairman Vijay Darda told the publication the move was ‘in the larger interest of the print industry’ and would provide ‘a robust, credible and authentic data source’ that would become its single currency. Darda says technical issues are all resolved and the agreement will be signed soon, although MRUC Vice Chairman Hormusji Cama said his organisation would not comment until the ink was drying.
The two organisations have been circling each other since 2009
. The long-running saga has seen a number
over methodology, and the proposal
of a potentially competitive service involving Australian firm Roy Morgan Research.
Web site: www.mruc.net