It is currently one of the most comprehensive studies in media. It has an annual sample size of 255,888 households and reports data from 75  towns. It needs to improve zonal reporting, and district level reporting. The RSCI has to do it. IRS in 2013 expects to do data fusion, say two people in their mid-20s have similar tastes in music, clothes and media consumption. One is the donor, and the other receiver. There will be variables to match the two of them. They also expect to generate the listenership data on radio. Currently, they are using radio data released by TAM Media Research. This is going to be supplemented. MRUC conducted Indian Outdoor Survey ( IDS ) for Mumbai and Pune in 2009. There was another attempt in 2011. This can be further extended to cover the top 10-12 cities of India. The changing trends will be tracked by longitudinal studies. Media consumption habits of an individual will be traced from the time he wakes up till the time he goes to bed.