RSCI Suspends Indian Readership Survey Results

The Readers Studies Council of India (RSCI) has temporarily suspended findings from its latest Indian Readership Survey (IRS), following complaints by several members of the Indian Newspaper Society (INS) who claim it contains 'shocking anomalies'.

The IRS, which is produced by the Media Research Users Council (MRUC) and RSCI (a joint body of the MRUC and ABC - Audit Bureau of Circulations), is used by advertisers and media agencies as an ad buying metric. In January, the INS rejected the findings, after a group of eighteen newspapers claimed its findings to be 'riddled with shocking anomalies which defy logic and common sense'.

At a meeting held between the RSCI management committee and MRUC Board earlier today, it was decided to suspend the findings until 31st March, while a process for re-validation of the study is being developed. This process will be finalised by 24th February and completed by the end of March, with observations and recommendations to be presented to RSCI by early April. After this, the RSCI says that recommended changes will be formally incorporated into the 'future architecture' of the IRS.

In the meantime, all subscribers and members are to be contacted by the RSCI, MRUC and ABC and instructed not to use the study findings until the re-validation process is complete.

Last week the Indian High Court postponed the introduction of government guidelines concerning television audience measurement which would have left TAM, the only current supplier, in breach, and the country without audience currency for most of the year - but the issue will resurface as early as March 6th when the temporary stay runs out. Who'd be an ad buyer in India at the moment?

Web sites: www.indiannewspapersociety.org and www.mruc.net .