MRUC Invites Bids for Indian Readership Survey

India's MRUC (Media Research Users Council) has invited agency partners to pitch for the contract to conduct its Indian Readership Survey (IRS), as the council's three-year contract with Nielsen comes to an end.

MRUC conducts research into audiences for media including newspapers, television, radio and outdoor ad hoardings. Its continuous print / multi-media readership and consumer habits survey, the IRS resulted from the merger of the country's two main print readership studies: the National Readership Survey (NRS) conducted by the National Readership Studies Council, and its own original Indian Readership Survey (IRS).

Nielsen's contract concludes with the release of the last and final quarter of IRS 2019 data - Q4 2019, and MRUC has now issued a request for proposals (RFP), which emphasises the use of technology to enhance efficiency in administering the questionnaire, as well as the stringent security protocols needed to prevent infiltration / external influences. Shashi Sinha (pictured), Vice Chairman of MRUC and CEO of IPG Mediabrands, comments: 'Nielsen's three-year contract has ended and the protocol is to issue a RFP. It's a normal process that we are following. I'm sure that they (Nielsen) will pitch for the contract again. The committee is yet to decide the duration of the contract which will be finalized post the negotiations'.

Web site: www.mruc.net .