Measurement systems in media need to be robust: Ambika Soni

New Delhi, Nov 1 (ANI): Information and Broadcasting Minister Ambika Soni on Tuesday said that media measurement systems in readership as well as TV ratings need to be robust and reflective of the country's demographic realities.

Addressing the 'AdAsia 2011 Conference' here, Soni said: Measurement of parameters was 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. In view of the given situation, the measurement process needs to be constantly assessed and upgraded.

Elaborating further, Soni said that everyone was conscious of the priorities of the advertisers who as part of their business plans intended to spend their resources in the right places at the right time and at the right prices.

"A case in point was the rapid growth of the advertising market which had grown from under Rs. 10,000 crores to almost Rs. 30,000 crores in the last 10 years, a growth rate which many countries would envy," she added.

Highlighting the business opportunities available in the media and entertainment industry, Soni said the policy initiatives undertaken recently offered a perfect platform for growth.

"The growth in the Print Media Sector reflected 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 accessed the internet, a number which was growing exponentially," she said.

"In order to facilitate greater access to communication facilities at the grass roots 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.

On the advertising initiatives of the Government, Soni said that the Ministry was in the process of revamping the Directorate of Advertising and Visual Publicity (DAVP) in an effort to horn 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 had created a positive impression and brand equity for the Government's initiatives," she added. (ANI)