The purpose behind the formation of MRUC was to identify the need gaps in media research and provide pertinent solutions by adopting global standards in research techniques while maintaining integrity, fairness and reliability of the data. Second, to release periodical research to capture frequent and rapid changes in media consumption.
The Council is also responsible to keep a close eye on the evolving nature of media landscape and reinvent research techniques as and when required. A fine example of this would be how MRUC has embraced technology to maximize efficiency in its operations and to also ensure robust measurement.
One of the Council’s founding principles has been to uphold ethical practices in its operations and to be transparent with its members. Being an industry body, it firmly believes in fair play and encourages its stakeholders and members alike to endorse this philosophy.
Post its formation in 1994, MRUC received an enormous amount of support from the industry and was able to meet the expectations of all stakeholders.
To conduct research/surveys for readership, viewership and listenership of various media for advertising.
To maintain and propagate highest possible standards of integrity, fairness and reliability in media research.
To ensure that its output are not misused to convey a misleading impression by or to any party.
To develop and disseminate software and other methods of handling media research and other data.
To provide a forum for discussion and resolution of disputes and/or issues relating to media research.
To represent, protect, inform and guide members of the Council on matters relating to media research.