The first-ever readership survey in India was conducted in 1971, by ORG if I remember right.
After that, subsequent readership studies took five years gap to complete. Research agencies kept changing, and differences of opinion led to Roda Mehta parting ways with Advertising Agencies Association of India (AAAI). Roda showed her middle finger to AAAI and established “Her Own” outfit called Media Research Users Council India (MRUC India).
I recall an interesting incident with Roda.
When AAAI decided to start Media Planning Workshops, I compiled the manual for workshops. The day manual was released, my friend Bahadur Merwan, who was on the sub-committee with me, called me.
Bahadur said, “Jameel, Roda is upset with you. She may sue you.”
I asked, “Why Bahadur? What did I do?”
Bahadur replied, “You have taken page 1 to page 15 of your manual from Roda’s manual and haven’t bothered to give her credit.”
I was stunned, but very calmly, I replied, “Bahadur, please tell Roda that my source is the book called Media Planning by James Adams. I shall be grateful if Roda could tell me what her source is.”
What conversation took place between Bahadur and me after that will go to my grave.
Anyway, I am told now MRUC publishes Readership Study every year.
Whatever I could look at tells me what study being published by MRUC seems to be “Desk Research.” š
ADnaama 