Thaindian News

New Delhi, Nov 1 (IANS) Information and Broadcasting Minister Ambika Soni Tuesday called for upgrading media measurement systems in readership as well as TV ratings to reflect the country’s demographic realities.

“Measurement of parameters is critical to the growth of advertising sector. However, media measurement systems need to be robust and reflective of the country’s demographic realities and its socio-cultural and economic diversities,” Soni said at the ‘AdAsia 2011 Conference’ here.

“In view of the given situation, the measurement process needs to be constantly assessed and upgraded,” she stressed.

The ratings system forms the basis on which the advertising industry spends millions to promote products and media campaigns.

Alluding to the accelerating growth of the advertising market from Rs.10,000 crore to Rs.30,000 crore in the last decade, Soni highlighted a host of business opportunities emerging in the media and entertainment industry.

“The growth in the print media sector reflects the growing literacy levels in the country with more than 107 million copies of newspapers circulated daily. Similarly, in India, over a 100 million users access the internet, a number which is growing exponentially,” she said.

“In order to facilitate greater access to communication facilities at the grassroots level, the government recently approved the creation of a National Optical Fiber Network for providing Broadband connectivity to the lowest rung of administration at the village level,” she added.

The minister also unveiled a plan to revamp the Directorate of Advertising and Visual Publicity (DAVP) to hone its skills and professional abilities to match the private sectors’ capabilities.

“The initiatives of the government regarding the Bharat Nirman campaigns and the ‘Incredible India’ campaigns both nationally and internationally have created a positive impression and brand equity for the government’s initiatives,” she added.

Soni said advertising was an integral part of the freedom of expression and stressed that it was impossible in a democracy to separate the freedom of publishing or broadcasting news, opinions or entertainment, from the freedom of advertising.

“Nonetheless, as a tool it is critical to use it with sensitivity and responsibility as the interest of the consumer is paramount,” she said.