By A Correspondent

It’s perhaps the most critical year in the existence of the Media Research Users Council and for the beleaguered print media sector.

After the last IRS study was rubbished by key industry players a few years back, the MRUC is working on an all-new study frequently validated by constituents.

However, it remains to be seen whether print media players – especially the big ‘uns – take the final verdict of the Nielsen-led research findings with maturity like the television players did a little over two years back when BARC first released its study.

Helming MRUC in this critical period will be Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network in South Asia. Prataprao Pawar, Chairman of Sakal Media Group.

Bhasin takes over from I Venkat and Pratap Pawar was handed the baton by Sanjay Tripathy.