MxMIndia

Tag: RSCI

  • The IRS 2017 Report covered a full year sample of 320,000 households – the highest ever in the history of any readership study in the world

    Rejoice! IRS2017 is out!

     

    By A Correspondent

     

    There has been much sense of anticipation about IRS2017 since a few months when the finishing touches and validations were being conducted. And when the toplines were unveiled finally in the presence of around 250+ media professionals and over 10,000 others over a live webcast facilitated by MxMIndia and 24FramesDigital, there was a deep sense of relief.

     

    There were some who were dismay as they didn’t do very well in the basic data that was revealed, there were some others who were wondering why the MRUC and RSCI weren’t rolling out the bubbly.

     

    So first let’s read the official press release that we were given post the unveiling:

    The Readership Studies Council of India (RSCI) and Media Research Users Council (MRUC) are pleased to announce that the Indian Readership Survey (IRS) 2017 Report has now been released.

     

    For the record, the IRS 2017 Report covered a full year sample of 320,000 households – the highest ever in the history of any readership study in the world. The large sample size was backed by a meticulously designed methodology, which saw the use of 100% Dual Screen CAPI followed by a tighter scrutiny process via continuous backchecks, accompaniments, use of audio recordings, and third-party field audits. These enhanced levels of Quality Control deployed by the IRS TechCom has ensured veracity of data capture for all quarters. The robustness of capture of media consumption across all media has been significantly enhanced due to the increased sample size and better representation across all pop strata.

     

    All key stakeholders had been actively engaged by RSCI and MRUC all through the fieldwork period to keep them updated and aligned on the progress.

     

    Some exciting new features have been included in this round of the IRS.

     

    Reach analysis across all media types has now been brought to a common platform with the introduction of 1-month penetration numbers for all media types. This will now enable an apples to apples comparison across media types.

     

    The IRS 2017 Report also offers new readership metrics. Apart from the standard and well-established Average Issue Readership metric, one can now look at data from the perspective of Total Readership (TR), and Readership of publications by time frames of Last 7 days and Last 3 days.  These new metrics have been introduced to provide a true representation of the changing consumption habits among Newspaper readers.

     

    Another interesting development has been the capture and reporting of readership for the Main issue of Newspapers versus their Variants. Each of them are now reported separately in IRS 2017.

     

    Commenting on the release of IRS 2017 Report, Ashish Bhasin, Chairman, MRUC and Chairman and CEO – South Asia, Dentsu Aegis Networks, said: “According to the findings of the Report, 39% of Indians (12+ years) read newspapers, and 20% of all newspaper readers in 50 Lakh plus population towns read newspapers online. These numbers most definitely tell us that there is a bright future waiting for the Print industry. I’m also hoping that we will now begin to see advertisers and media agencies taking Print more seriously. Increased readership numbers for newspapers and magazines will pave the way for publishers to increase their revenues, which would in turn help increase the size of Print as a medium.”

     

    Bhasin further said: “The support we have received from across constituencies for bringing out this Report was phenomenal and it was very pleasing to see the key stakeholders contributing in many ways to improve the study that has been in existence since more than two decades.”

     

    Noted Shashi Sinha, RSCI Managing Committee Chairman, and CEO, IPG Mediabrands: “I’m delighted to share that the findings of the IRS 2017 Report mirrors the market reality in terms of media reach and the performance of individual media channels be it newspapers, magazines and broadcasters.  The methodology deployed to capture data quarter-on-quarter was the very best for a study of this scale and kind, and the sheer focus on Quality Control makes this Report a reliable one and a real stand out.”

     

    Said NP Sathyamurthy, Chairman – RSCI Technical Committee and Executive Director, DDB Mudra Group: “The IRS 2017 Report is the outcome of great minds from different streams working together toward a common and shared goal to come out with a research that sets the highest standards globally. Absence of readership data for four years meant that we had to work that much harder and smarter to bring the study back in action and in line with the market truths and expectations.”

     

    Sathyamurthy further noted: “From 2016, when we began the fieldwork, up till last month when we completed the validations for all four quarters, the journey wasn’t easy, and had its own special twists and turns. Furthermore, we have strengthened the Report with additions such as TR, readership numbers for 7 days and 3 days and the separate reporting of newspaper variants. IRS 2017 marks a new innings for this trusted Industry study.”

     

    There were murmurs against the return of Total Readership (TR) as a currency. At least two publishers and a former member of the thinktank rubbished the decision of using TR and alleged that it has been done at the behest of some powerful newspapers who want to project a healthy picture for the industry. When a senior functionary associated with IRS2017, he/she retorted that it was the Board’s decision to use TR, and not the whim of an individual.

     

    Another senior media agency professional told MxMIndia, that there is a crying need for an apples-to-apples comparison being thrown by audience measurement studies.The professional told us about how in the case of television audience measurement too, the metric deployed in public is impressions. Similarly, he/she told us that there is merit in a metric that will help planners make more informed decisions will help the agency fraternity considerably. Meanwhile, an advertiser who MxMIndia spoke with, underscored the need for a realisation that there is need for a good, solid currency for all media. “It’s time media owners realise that we will only put money, when we can be sure of performance… We are not in the business of charity.”

     

    Indeed.

     

    Meanwhile, the data is set to roll from the second half of today. However, it will be downloadable only if users agree to a Code of Conduct/Usage. What this Code contains, the heads of RSCI and MRUC didn’t tell us at the launch on Wednesday, but there are indicators that the Code could make it difficult for publishers to fool around much with the way they slice and showcase data.

     

    IRS 2017 Launch toplines

  • As always, some publishers gain, others lose, writes the media agency veteran in an analysis, exclusive to MxMIndia.com

    Exclusive to MxMIndia: IRS2017 Top 5 Takeaways by Shripad Kulkarni

    By Shripad Kulkarni

     

    The IRS Toplines were released yesterday. While detailed reports and software will throw better light, this is a quick decode:

    TAKE A BOW, RSCI, MRUC & NIELSEN!

    The people behind IRS 2018 must be commended for putting in herculean efforts to get IRS back on track after the last round fiasco.  Conducting the world’s largest such survey has its own challenges. Add to it a back-to-the-wall situation due to various anomalies of the last round, some of it caused by publishers themselves trying to beat the survey, litigations by some others and the challenge multiplies manifold. Various readership studies over the years had evolved and perfected a long drawn validation exercise, which the Techcom got back this time around with industry planners. This, in my view should have given RSCI an MRUC a huge confidence to release the findings. Many changes in methodology, cross-checks, use of technology would have no doubt helped. As always, some publishers gain, others lose. Some media too gain, some lose. Error margin is a reality all need to accept

     

    A NEW PECKING ORDER OF DAILIES

    Based on monthly readership, all Top 10 dailies are language newspapers. Jagran is #1, followed by Hindustan and Amar Ujala while Bhaskar is at #4 and Thanthi at #5! Hindi, Gujarati Kannada and Marathi newspapers grew 31 to 45%, Oriya by a big 83%. TOI continues to be the leader in English while Thanthi leads among non-Hindi regionals.

     

    INDUSTRY NEEDS A FRESH SOCIO-ECONOMIC CLASSIFICATION

    Any dramatic rise in penetration of some categories would disrupt the equilibrium of NCCS. A durable ownership based NCCS definition is challenged at the bottom end by a big growth in gas stove, mobile phone ownership and availability of electricity. As a result, suddenly many people have jumped to higher NCCS. So, while 65% of homes don’t have a 2-wheeler, 53% don’t own agri land, NCCS DE accounts for only 40% homes. At the top end of NCCS, despite a growth in AC and car-owning homes, NCCS A1 and A2, still remains stagnant at 2% and 4% resp.  The idea of one unified NCCS across Urban and Rural areas might be bringing in an averaging effect, so may need to be revisited. The challenge in relating this to the much smaller sample size of the TV viewership system is yet another dimension to the NCCS saga.

     

    READING INTENSITY IS AN ISSUE

    Circulation of newspapers is steadily rising @ of about 5% annually.  Readership (over a month) however, has grown @ 11% pa – 37% growth over last IRS. Rural markets readership has grown at a dramatic 15% annually, leading to a 50% growth over 2014. Yet, average issue readership (read yesterday) has remained stagnant. Newspaper variants covered for the first time too show low figures. This suggests a problem with the intensity of reading – number of issues/week and the time spent.

     

    MAGAZINES, FM READERSHIP CORRECTED BUT INTERNET STILL UNDERESTIMATED

    As per new IRS methodology for magazines, readership doubles (vis a vis last Round) to a respectable 8 crore base(as per periodicity). Radio too doubles reach to 19%

     

    The mobile penetration is at a whopping 90% with 9 out of 10 homes having a house member owning a mobile. IRS 2018, puts monthly internet reach at 19 %. A 30 Crore smart phone base, it would mean every other smart phone owner has 2 smart phones! Online newspapers have an abysmal 4% reach as per IRS. May be, we need a separate Internet baseline

     

    All in all a good comeback on the back of which more needs to be done!

     

    Shripad Kulkarni is a media agency veteran

     

     

  • IRS 2017 Live! Today, Jan 18, 3pm onwards

    The live webcast of the IRS 2017 was aired from 3 to 5pm today.

    We’ll post a link to the video recording in a few days.

     

  • IRS 2017 will be released on Jan 18 in Mumbai

    IRS 2017 to release on Jan 18

    By A Correspondent [updated with time and venue]

     

    So the verdict on how the various newspapers and magazines are doing will be known in a few days from now. On Thursday, January 18, from 3 to 5pm at the Jade Garden, Nehru Centre, Worli.

     

    Ashish Bhasin

    Confirming the date, Ashish Bhasin, Chairman, MRUC and Chairman and CEO – South Asia, Dentsu Aegis Networks, said in a statement: “IRS has played a vital role in shaping media research in India for the past two decades, and I’m confident that the 2017 report will further enhance its role and credibility of being an industry study. I would like to thank all the MRUC and RSCI Members for their contributions in making the study robust.”

     

    The IRS 2017 Report records the highest ever sample size of over 3 lakh individuals across the country. Apart from being the currency for print planning, it is the most authentic and widely used source of media and consumer insights for advertisers, publishers, agencies, and broadcasters, notes a communique.

     

  • Srini takes over from Hormusji Cama who was Chairman of RSCI for the past two years

    CVL Srinivas appointed Chairman of RSCI

    By A Correspondent

     

    CVL Srinivas

    Readership Studies Council of India (RSCI) announced that CVL Srinivas, CEO, GroupM South Asia has been nominated as Chairman for a period of two years with immediate effect. Srini takes over from Hormusji Cama who was Chairman of RSCI for the past two years.

     

    RSCI was set up when the Audit Bureau of Circulations (ABC) and the Media Research Users Council (MRUC) agreed to undertake joint readership studies as equal partners. The RSCI is governed by a 20 member Managing Committee consisting of Publishers representing the print media, Advertising Agencies’ representatives and Advertisers. The managing committee of RSCI sets up the Technical Committee to work on the IRS. In a recent development N.P. Satyamurthy was made the head of the Technical Committee to work on the new IRS.

     

    Shashi Sinha

    Shashi Sinha Chairman of ABC said “From an ABC standpoint we are delighted that Srini has taken over as Chairman RSCI, as there can’t be better person with this stature to guide RSCI especially as we kickoff IRS 2016.”

     

    Commenting on this development, I. Venkat Chairman MRUC said, “Srini brings over two decades of rich and varied experience in media planning and buying having worked in some of the best known agencies. I am confident that Srini, ably assisted by N.P. Satyamurthy who has recently taken charge of the Technical Committee will help us bring out an improved IRS 2016 with a 3,30,000 sample the largest such study anywhere in the world.”

     

    Srini was till recently the Chairman MRUC, stepping in to complete the term of his colleague Ravi Rao who moved to Dubai in May 2015.

     

  • The WPP and Nielsen co-owned TAM and joint industry body-run BARC have been in discussion for a stake sale of the television audience measurement business of TAM

    Exclusive! BARC in talks to buy TAM?

     

    By A Correspondent

     

    Entertainment television is all about twists and turn in the fictional serials. Cricket, as you would’ve heard several times over, is a game of glorious uncertainties. So why then should there be surprise over the possibility of BARC buying up TAM.

    Okay, let’s cut the tease. Broadcast Audience Research Council (BARC) has indeed been in discussions to buy the television audience measurement business of TAM, the firm jointly owned by WPP’s Kantar Media Research and Nielsen. And, yes, it’s March 12 today, not April 1.

    According to reasonably reliable sources, there have been a detailed dialogue between the joint industry body-managed BARC and TAM owners Kantar and Nielsen. The talks haven’t concluded yet and the mid-point formula that was suggested by a WPP representative has been reportedly rejected by BARC bosses.

    Both BARC and TAM were unavailable for comment, but from what one learns, BARC was seriously considering the buy.

    So why gobble up TAM when the audience research measurement activity of the measurement body was under question? Well, even as doubts were being raised, there is no denying that broadcasters, advertisers and media agency use TAM as the currency for their buying decisions. Also, as industry analyst told us, TAM comes with a ready 12,000-odd panel, established processes and teams and archival data.

    And from TAM’s point of view, why sell out to BARC? Given that all stakeholders have contributed to the BARC kitty, it’s evident that sooner or later all TAM subscribers will exit the system or want to renegotiate. Given this, it’s best to sell the existing well-oiled measurement machinery to BARC which would find it of use, said the analyst we spoke to earlier.

    TAM has already made it known to subscribers (and the media) that it will continue operations even as there is a significant number (in billings at least) of subscribers who have said they would like to unsubscribe. If TAM continues to exist, there will be several comparisons made with the new measurement system, and those subscribers who may be rated poorly by the BARC system vis-a-vis TAM may quote the latter. This could even lead to advertisers questioning the BARC data and hence cause a confusion in the marketplace.

    As reported on MxMIndia earlier, the ghost of the Indian Readership Survey has raised anxiety levels in the industry. For, MRUC and RSCI, the bodies running IRS are jointly run and owned by various stakeholders in the industry. And despite it being an industry association, print players are up in arms against the new IRS.

    BARC, meanwhile, is said to be only in the discussion with the television audience measurement business of TAM. Other divisions such as the Strategy or S Group which offers advisory service on measurement, AdEx India, RAM for radio audience measurement, Eikona for measurement of earned media and PR activity and TAM Sports, which offers special analysis of sports ROI will not be part of the deal if it goes through.

    So where do things stand now? At the time of writing, the talks have been suspended. But as the date approaches for the launch of the system, and the stakes for both BARC and TAM grow higher, the deal could well be inked. Like on television, be ready for the climax.

     

  • On Jan 28, 2014, an all-new readership survey was unveiled by the RSCI & MRUC. Given the controversy around it, Sanjeev Kotnala says media agencies now use their 6th sense for buying decisions

    Sanjeev Kotnala: Do we really miss the IRS?

     

    By Sanjeev Kotnala

     

    Media planning has spiritually come a long way. The sixth sense of media planner in Indian advertising industry is more powerful than that of the dog in Mahesh Bhatt camp. They are more accurate than the meteorological department in predicting tectonic shifts and minor tremors in media environment. The media weights are being reshaped by decisions taken using the black box with multiple-grid based complex tools.

     

    Advertising is an insight-mining business and is deeply research-oriented, yet we have adapted to the new reality. Other than TV where we hear rumours of fresh data emerging, we have nothing to go by in terms of print, radio (other than metros), outdoor and even digital. Almost all advertising investment for brands is based on the perception matrix, past trends, unilateral media studies and the internal pulls within these media planning groups. If at one place buyer is TV-centric, the other is torchbearer of digital agenda and the third been carries anti-print stance. They suggest, recommend, design and define every media intervention with these media skews. Let us have no illusion that forward buying, preferred media status and agency level incentives do not influence the sixth sense and in turn the media selection.

     

    Today is the anniversary of PRINT MUTINY of 2014. On January 28 last year, the all-new IRS was unveiled. The day when print brands started the revolt against IRS results. They were called many names including insensitive, inaccurate, polarised and highly biased. The brands substantiated their observations with examples that even the visually challenged could see. Since then a lot been said and undone. Yet, the only result we have is we have NO RESULT.

     

    Frankly, the users and the providers seem not in a hurry. Life has moved on. The users don’t give a #$@$ to what and when the new reader/ viewer/ listenership data would emerge and show them the right path.

     

    Scientifically, in 21 repetitions, the unconscious mind forms a new habit. Once it happens, it works on autopilot. Later on, it takes huge efforts to change. In absence of real data, a new habit of planning through sixth sense has taken over. International trending, small dipsticks masquerading as original research, dealer impression and perceptions are defining media selection and negotiations. This has taken the industry back by decades. There is no difference from the time when kitty party members of the boss’s wife could define serials for placing ads to today when the sixth sense is defining the media skews in a plan.

     

    Frustrated with repeated blocks and lack of data, proactive clients with large budgets have their own algorithms and internal feedback mechanism to detect media changes and fine-tune the media plans. They are all temporary and not an ideal solutions. In fact, it would have not only been interesting but also in interest of the industry IF ONLY the media practitioners (media agencies) and consumers  (clients) had forced the industry (and media owners) from living in this vacuum. Or maybe it works to their advantage.

     

    May be and I use MAY BE in all caps, it is time for large advertisers to force a solution demanding independent media research results. May be the government should help get an ordinance forcing media brands to compulsorily subscribe and participate in media studies. May be it ensures that the right to object to research findings is withdrawn. May be a 1% media cess is levied on all media investments creating funds for a tribunal solely engaged in media studies.

     

    I know this is an unfinished dream. Media organisations and their collective sixth sense will continue to rule for some more time. In the process we will further open doors to rampant corruption.

     

    ……………………………………………………………………

    Sanjeev Kotnala is Head Catalyst at INTRADIA and believes the best way forward for an organization is to enhance the potential of  internal teams instead of depending on external resources. He is a management- marketing-media consultant and also conducts specialised workshops in the area of ‘Harvesting and Liberating Ideas’ and Innovation.  To contact email netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in  www.sanjeevkotnala.com. The views expressed here are his own.

     

  • Now, will newspaper publishers opt out of IRS?

     

    By A Correspondent

     

    Now that the MRUC and RSCI have decided to lift the abeyance on the IRS 2013 numbers released in late January this year, there is mixed reaction from stakeholders. While media agencies and advertisers are happy that they have data to base their buying decisions, a large number of publishers have express shock and dismay.

     

    Although none of them have done so in public, in the quiet, a majority of the big media groups – save the Hindustan Times and Rajasthan Patrika – are mulling their next steps.

     

    But first let’s read the press release that has been issued by the MRUC:

    “The Indian Readership Survey, 2013 was released on January 28, 2014. The release attracted differing views on the accuracy of the data and therefore the Readership Studies Council of India voluntarily requested subscribers to hold the study in abeyance and decided to undertake a revalidation exercise.

     

    Subsequently a sub-committee for revalidation was established with two co-chairs representing publishers and advertising agencies. The sub-committee unanimously concluded that the methodology used to conduct IRS 2013 was in order and decided to commission a Process Audit.

     

    This committee, after viewing several proposals unanimously agreed to award this audit to Mr Praveen Tripathi, (Magic 9 Media) India’s foremost expert on large-scale studies of media consumption behavior.

     

    The finding of the revalidation sub-committee and audit report, it was decided, would be discussed by the Heads of four industry bodies i.e. Chairman-MRUC, Chairman-RSCI, President-INS and Chairman-ABC, and a decision taken by them.

     

    The said Heads of the four bodies received and deliberated upon the report submitted by Mr. Praveen Tripathi and discussed the same with the chairman of RSCI – Technical Committee as well as the two co-chairmen of the revalidation committee.

     

    The Audit was conducted in two stages. Stage one involving direct back checking of respondent homes after which a much broader and deeper Forensic Statistical Analysis exercise was carried out to indentify and isolate both fieldwork compliance deficiencies and incidence of the occurrence of Unusual Publication Incidence (UPI) in respondent interview records. By sieving the aggregate data set for these issues, the audit was able to judge unequivocally whether the statistical deviations systematically changed any of the crucial readership output. The outcome was conclusive and unequivocal. The study results had not been impacted.

     

    After intense deliberations and careful examination of the audit report, Chairman-MRUC, Chairman-RSCI, President-INS and Chairman-ABC, have arrived at a unanimous and unambiguous decision to lift the voluntary abeyance placed on The Indian Readership Survey, 2013.

     

    The voluntary abeyance placed on The Indian Readership Survey 2013 is lifted with effect from 20th August, 2014.

     

    As has been reported, a large section of newspaper and magazine publishers had grouped together to take on the MRUC in February 2014. Among the actions proposed then were law suits and pulling out of subscriptions to the MRUC.

     

    According to an industry person in the know, there was a wide scale agreement that there is need for measurement data. Newspaper publishers which were earlier fighting the onslaught of television have in recent times been facing the heat from activation and OOH and the digital media. “With competition staring in our face, there was need to work things out. What’s worrying is that the crossfire we may see. It shouldn’t become a Times of India v/s Hindustan Times and a Dainik Bhaskar v/s Rajasthan Patrika duel.”

     

    A media agency captain who MxMIndia spoke to said: “Although IRS 2013 was kept in abeyance, we knew what those figures were and factored them in our decision-making. However, we must also say that we were not too convinced about the findings.”

     

    The newspaper industry marketer wasn’t too happy with the views of media agency professionals. “It’s fine for them to sit on their high horses now, but how will they react if they are subjected to a similar study. We should not forget we are part of the same ecosystem. This whole display of fiendish delight is unpalatable. We don’t want cowboys in the system!”

     

    Given that various the heads of various associations – Chairman-MRUC, Chairman-RSCI, President-INS and Chairman-ABC – took “a unanimous and unambiguous decision to lift the voluntary abeyance” as the MRUC press release states, there is little chance of any of the industry bodies crying foul. But it’s the news publishers are key components of the ecosystem and if they decide to dismiss the system or pull out of the IRS/MRUC or decide to have a competiting measurement body, we could see trouble.

     

    But, of course, one is expecting some fireworks.

     

    Watch this space.

     

  • The decision to hold off the IRS 2013 results until the audit and revalidation process is done in four to six weeks doesn't speak too well about the future of the print sector in India

    IRS 2013 in indefinite abeyance. Comment: Win-win for no one. Print will lose big sans measurement

    By A Correspondent

     

    The choice of the word indefinite may indicate that it could months or years, but if you read the statement from the MRUC director-general Shaswati Saradar and juxtapose it with the way things actually work, the end to the controversy is decidedly not near.

     

    First the statement:

    Headlined: RSCI MRUC decision on IRS 2013

     

    Main copy: RSCI Managing Committee and MRUC Board met yesterday and considered the preliminary report of the sub-committee appointed by them to critically assess the Indian Readershsip Study 2013.

     

    RSCI and MRUC accepted the finding of the sub-committee that the methodology and process adopted were robust. They approved the recommendation of the sub-committee that the revalidation and audit of field work by a third party commence immediately and be completed within four to six weeks.

     

    The IRS 2013 report will remain in abeyance until this process is completed.

     

    The document is signed by Ms Saradar.

     

    What we read from this:

    1, As reported by MxMIndia earlier, the IRS report is abeyance is still on. It’s not March 31, it now appears to be May 15 or 31.

     

    2. The RSCI and MRUC feel that the methodology and process followed is robust. Of course this doesn’t mean that the sub-committee felt the same, but we think a strong affirmation could influence the third party appointed. It also ensures that Nielsen can’t be fired for a wrongdoing because it can always come back and say that the process and methodology had the MRUC/RSCI sign-off.

     

    3. If the RSCI and MRUC indeed feel that its methodology and process are robust, so why then not go ahead with the status quo of a published report. Or is the field work not in order? Why take so much time for the review?

     

    4. Who is the third party entrusted with the job of revalidation and audit of field work? A consulting firm like EY or KPMG, another research firm… the identity has not been revealed, but we can be sure it’s a ‘robust’ entity.

     

    5. Four to six weeks is as vague as it can get. The February 19 statement said March 31 is the end-of-abeyance date. Assuming the R&A will take four to six weeks from March 31, that gets us to mid-May. Remember this is also a period when there are some chhuttis: Good Friday, Voting Day in Delhi, Voting Day in Mumbai, Labour Day/Maharashtra-Gujarat Day. Counting day is not a holiday thankfully, but don’t expect much/any work to be done that day. Last heard a well-known media company had already large screens and popcorn machines for the day.

     

    6. We don’t know if Nielsen is continuing with the field work for the next round, but mid/end-May is the time when the next round will be published.

     

    7. The legal tangles involving the MRUC are still on, and the final word from there could spin things around

     

    8. The views of the Indian Newspaper Society (INS) are not known on this.

     

    End-point:

    The scrapping (okay, abeyance) isn’t good for publishing in India. It only gives a handle to advertisers and media buyers to shift monies from print to other media (esp digital).  It’s also very unfair on the players who have been performing very well over the last year. The laggards will prosper and the agile will lose out. The industry and some of its representatives have failed themselves and the rest of us. It’s a win-win for no one.

     

    The industry seniors need to get together to hammer out a solution. Advertisers are already of the belief that digital reaches out better to the youth and urban set than newspapers, and wouldn’t mind playing around with cheaper buys.  Social media is most effective with a call-for-action and its virtues for brand-building are being noticed. Radio as a medium may not come very cheap but is indeed very effective for the retail trade. Once news happens, radio will get a lot more engaging.  And television’s virtues are well-known.

     

    Bottomline:  Let’s stop the ullu-banoing.  Kill IRS and you kill yourself. The industry needs to understand this.  It’s time the INS or the publishers get together and arrive at a consensus and a way out of the mess.

     

     

     

  • According to sources, the revalidation exercise hasn't started in right earnest and it's unlikely that the RSCI and MRUC will complete it by March 31 as announced earlier

    IRS revalidation will not happen by March 31

    By A Correspondent

     

    In what is a blow to the readership measurement mechanism, it is reliably learnt that the revalidation exercise that the Readership Studies Council of India (RSCI) and the Media Research Users Council (MRUC) were supposed to conduct along with Nielsen India hasn’t really started in right earnest.

     

    A meeting of a small taskforce created to look into the concerns on IRS 2013 has been appointed with senior industrypersons as members.  A meeting of this group happened last week, on March 13.

     

    Although the MRUC statement on February 19  had categorically stated that IRS 2013 was to be in abeyance till March 31, sources tell MxMIndia that the process will take at least another month and even more given that all stakeholders are busy with the budgeting exercises in their own organisations.

     

    Meanwhile, there is some confusion in the market as a few publishers continue to quote the IRS 2013 figures as it suits their business. A few others have got back to the earlier numbers. A media planner who spoke to MxMIndia on anonymity that there is much confusion and vagueness in buying decisions. “The bosses of stakeholder bodies like the INS, AAAI, RSCI and MRUC should realise that short-sightedness is self-defeating.  Had they waited for a month more earlier and revalidated all numbers properly, we would not have got to this.”

     

  • All links to the IRS 2013 report will be disabled from its servers with effect from the evening of February 28, the MRUC has stated in its response to a dna petition

    IRS 2013 will not be accessible on servers after tomorrow, MRUC tells Bombay HC

    By A Correspondent

     

    The IRS 2013 may have been in abeyance till March 31 but is still accessible to subscribers.  That is what emerges from the statement issued by the Media Research Users Council (MRUC) to the Bombay High Court where it states that all links from its servers will be disabled with effect from the evening of February 28 so that the report is inaccessible.

     

    This is part of the Court order which MxMIndia accessed from the Bombay High Court website*. The Order issued on Monday, February 24 was post an Arbitration Petition filed by Diligent Media Corporation, publishers of dna against the MRUC and Nielsen India.

     

    On February 19, at a meeting of the Readership Studies Council of India (RSCI), it was decided to keep the IRS 2013 report in abeyance till March 31 by which time a detailed probe and revalidation will be conducted.

     

    At the February 19 meeting, it was decided that a process for revalidation would be be finalised by February 24 and the process will be completed by March 31.

     

    Meanwhile, as per the communiqué, all subscribers and MRUC members were to be contacted the RSCI and its joint stakeholders – the MRUC and ABC  – to hold off usage of the study until the re-validation process is completed. With this statement by the MRUC, any fresh access to the IRS 2013 will not be possible.

     

    *http://bombayhighcourt.nic.in; Case  No 315 of 2014. Arbitration Petition, , Coram: Justice NM Jamdar

     

  • The much disputed Indian Readership Survey 2013 has been temporarily suspended. The findings have been put in abeyance till March 31, 2014.

    IRS 2013 in abeyance till March 31, 2014. Numbers to be revalidated [updated]

    By A Correspondent [updated]

     

    The much disputed Indian Readership Survey 2013 has been temporarily suspended. The findings have been put in abeyance till March 31, 2014.

     

    Confirming this, Hormasji Cama, Chairperson of the Readership Studies Council of India, told MxMIndia that there will be revalidation exercise that will happen until then. Until the detailed scrutiny is done, the IRS 2013 findings released on January 28, 2014 will be on hold and all will be advised not to consider it for making advertising and sales decisions.

     

    This decision was taken at a meeting of the RSCI board in Mumbai today (Feb 19)

     

    Meanwhile, MRUC has issued a press release the text of which is as follows:

    RSCI decides the way forward for IRS 2013 The RSCI Managing Committee and MRUC Board met in Mumbai earlier today. The meeting was called to discuss the way forward for the Indian Readership Survey 2013 with all its stakeholders. The meeting decided the following: * The IRS will be held in abeyance until March 31, 2014 * A process for re-validation of the study is being developed. The process shall be finalised by February 24, 2014. * The re-validation process will be completed by March 31, 2014 * Observations and recommendations arising from this process will be presented to RSCI by early April 2014 * Once adopted, the recommendations will be formally incorporated into the future architecture of the IRS. All subscribers and members will be immedaitely contacted by RSCI, MRUC and ABC to hold off usage of the study until the re-validation process is completed.