MUMBAI: Mumbai Mantra CEO Andrey Purushottam has been elected as the chairman of Media Research Users Council (MRUC). Purushottam, who has served as vice chairman of the Council for the past two years, takes on the mantle of chairman from TV Today Network’s G Krishnan.

The MRUC is a registered, not-for-profit body and consists of members drawn from four major industries related to the media; namely, advertisers, advertising agencies, publishers and broadcasters / other media. MRUC was formed with the sole purpose of organizing accurate, timely, efficient and economical media research in the country, across all forms of media.

The chairmanship of the MRUC also rotates amongst these four major stakeholders. Hence, Krishnan represented the broadcast / other media fraternity, while Purushottam will represent the advertisers fraternity on this forum.

"The key priorities that I see for the MRUC in the near future are the following. Firstly, we need to enhance the IRS to provide a state of the art readership survey to the industry that also serves as the unified currency of measurement. Secondly, we need to actively look at pioneering new areas of research in a host of other media including outdoor, radio, and internet amongst others. Finally, we need to make MRUC even more inclusive and responsive to the needs of all our constituents and imbue ourselves with the spirit of sewa bhavna. I am fortunate to have with me an immensely experienced and talented team, constituting the who’s who of the industry, to guide and help me in these tasks," said Purushottam.