Recognising the significance of Media in 21st Century

As time has passed, media, which is acknowledged as the fourth pillar of democracy has gradually metamorphosed into a strong penetrative force that has the ability to change commoner's opinions and attitude towards an incident. Whatever be it but one cannot afford to neglect the significance of media in present times.

Recognition of virtual world ie Internet as an influential interactive channel of disseminating information among both the masses and classes has made the business of news channel, an exciting proposition by all means. This is the prime reason why almost every second corporate house in modern-day India, is expressing its interest in investing money in something similar to it.

But with the element of commercialisation cropping up, possibilities run high that the principle of broadcasting real news might just take a backseat. However, present-day dynamics do suggest that awareness level in common people is rising at an impressive pace but the growth is confined to a limited class of people which sadly, forms a very minute chunk of the total population.

Interestingly, today news channels whether operating Online or Offline, seems to be offering almost everything to their audience. Leave the news alone, you can now watch the summarised telecast of your favourite daily soaps; astrological predictions for the day, week, month and year and that every news which is concerned with our lives directly or indirectly. However, principle of mindless profiteering and cashing on sensational piece of news is leading this fraternity onto a path where social good subsides automatically.

Ironically, majority of the news channels these days has been operating on the above-mentioned school of thought. They slowly have developed expertise creating news. Accumulation of news, facts; their impartial analysis does not feature anywhere in their agenda. Although from time to time, almost every channel or media house tries to restore faith in themselves by taking on people whose actions have not gone down well with society as well as legal framework of the country. But then one cannot deny the involvement of a personal vendetta behind all this. I mean who can forget that abhorred act of Journalism where a teacher, Mrs. Uma Khurana was falsely implicated in a sex scandal on the basis of few intelligently doctored tapes. The violent outburst from commoners (again scripted by culprits) saw Mrs. Khurana getting thrashed and ransacking of entire school infrastructure. The incident not only stained the accused lady's career but also raised a question mark on the school adinistration's integrity. Although, later investigations revealed that she became the victim of perfectly-scripted sinister plan. She was lucky enough to survive the biggest disaster of her life but not everyone is so lucky.

Meanwhile, channels like IBN7 whose Live TV wing has been operating very well on Internet, have made it a point to deliver authentic news 24 X 7 X 365 to netizens whenever they browse through their website. Presently, they are taking on Retired IG of Haryana Police, SPS Rathore for her alleged involvement in Ruchika Gehrotra case. I hope this kind of work ideology continues to find buyers among this fraternity.

Live TV, is the most revolutionary facet of broadcasting business in today's date, thanks to Internet. News freaks who like to update themselves every moment, can now easily browse through any news channel website and if interested, can also watch the live feed of the news via Live TV feature.

The only idea behind this lecture is that if we try differenciate between good and bad, this world would become a better place to live in.