New Delhi: The government on Tuesday batted for robust TV rating and media measurement systems which reflect the country's realities and are constantly assessed and upgraded.

"Measurement of parameters was critical to the growth of advertising sector. However, media measurement systems in readership as well as TV ratings need to be robust and reflective of country's demographic realities, its socio- cultural and economic diversities," Information and Broadcasting Minister Ambika Soni said.

"The measurement process needs to be constantly assessed and upgraded," she said in her inaugural address at the 'Ad Asia 2011 Conference' here.

According to an official statement, Soni said her ministry was in the process of revamping the Directorate of Advertising and Visual Publicity (DAVP) to hone its skills and professional abilities to match the private sectors' capabilities.

She said TV was on Tuesday covering 140 million homes and the number of channels has risen from from 10 to 800 at national and regional levels.

Stating that advertising was an integral part of the freedom of expression, Soni emphasised that in the current scenario, 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 was critical to use it with sensitivity and responsibility as the interest of the consumer was paramount, she said.