It explains the actual role of media in the society. Moreover, it also gives emphases on how the media should behave in the society in order to give exact and useful information in accordance with preset norms mentioned by Press Council of India.

1. MEDIA
RESPONSIBILITY

2. Media – Society Interrelationship
• Media draws its basic nutrients from the
society to produce its contents.
• To survive, media gets its audience from
society.
• Society uses media for educating and
informing its individuals.
• Society uses media to bridge the
communication gap between different social
groups.

3. Institution
• Media as a social institution should work like
the voice of voiceless.
• It should bring the demands of down trodden
people to the mainstream of society.
• It should play an active role in the policy
formulation and their execution.
• It should work like the watchdog.

4. Media’s Responsibilities towards
Society
• The content of media should reflect truth,
accuracy, objectivity and balance.
• It should be self regulating within the
framework of law and established institutions.
• It should avoid whatever might lead to crime,
violence or civil disorder or give offense to
minority groups.

5. Reality of Media as an Industry
• To stay in the competition, media has started
promoting unethical contents.
• It has started serving advertisers interest more
than the interest of common man.
• Page-3 journalism and other inflammable
contents have started gaining prominence.
• Ad – manager’s role has become more
important than the role of news editor.

6. The Need of Line of Control
• Dominance of commercial exactions over
social expectations have created an alarming
situation.
• Paid news and other evils have gone
widespread but are ignored.
• Misuse of freedom of press has started
increasing and the watchdog has started
becoming greedy for bones.
• Media freedom means freedom with
responsibility.

7. Guidelines of Press Council of India
• Provocative and sensational headlines should
be avoided.
• Headings must reflect and justify the matter
under them.
• Language employed in writing the news
should be temperate.
• Corrections should be promptly published
with due prominence and regrets expressed in
serious cases.

9. Counting…
• With over 100 million copies of newspapers
sold on daily basis, India is the biggest
newspaper market in the world.
• Around 5 million copies of magazines sold on
weekly and monthly basis.
• Over 690 television channels are there.
• 460 million active internet users are there and
are counting.

10. Conclusion
Media – we need it
• it will be here, irrespective of our choice.
• so let us try to have a media, which is –
Positive in approach.
Provide real information.
Help in nation building.

11. Questions?