The creation of an alternative body for radio measurement is being seen with lot of suspicion by broadcasters; following Big FM fell down tremendously on the Media Research User Council (MRUC) for its allegedly 'inappropriate' radio measurement system - the Indian Readership Survey (IRS).

"We have expressed our concerns to The Association of Radio Operators of India (AROI) and are planning to set up a meeting with the radio industry to discuss the modus operandi for carrying out listenership surveys. After the meeting, AROI would be addressing our issues with MRUC and chalk out solutions for the industry," expressed FM COO Harish Bhatia.

As per Fever FM national marketing head Neeraj Chaturvedi, no matter how many issues there are with the IRS data, at the end it is the method which is worked upon. The recall method is followed by them and the maximum recall brands gain mileage, no matter what their listenership and stand in the market is.

Non-availability of RAM in Tier 2, Tier 3 cities acts as a barrier for stations not present in metros.