Indian Readership Surveys Get Merger Go Ahead

In India, the National Readership Studies Council (NRSC) and the Media Research Users Council (MRUC) have received the green light to merge, to create a single research currency for the country's print industry.

News of the possible merger broke last month, when the two organisations discussed the move as a means for reducing costs. Both organisations have now agreed to the merger, and passed the relevant resolutions to support it.

Until now, the MRUC has published the Indian Research Survey (IRS) while the National Readership Survey (NRS) has been conducted by the NRSC.

The new body that will lead the survey is expected to comprise ten members from MRUC and NRSC.
According to reports, Madison World's Sam Balsara and India Today Group's Ashish Bagga will be leading the survey from the NRSC side, while TV Today's G. Krishnan and Lokmat Group's Bharat Kapadia will be representing MRUC.

'MRUC is a user body drawing its membership from all the constituents of the advertising, media, marketing fraternity,' stated Krishnan. 'MRUC's support will mean that the joint survey has a wide acceptance. As a result, a more robust and relevant survey that will serve all the constituents can be made available.'

Balsara says the move will produce one industry-sponsored readership survey 'that will be accepted by one and all'.

The new body is expected to work on a readership survey of various print publications such as newspapers and magazines.