The Importance Of Cross Media Relationship In India

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Over the years, the Indian media have grown rapidly in scale, reach, influence, and revenues. This growth, however, has not been matched by corresponding sensitivity towards non-commercial and non-market dimensions. Hence, the ethical underpinning of professional journalism has weakened.
In a democracy like ours, media is the fourth estate and it plays the role of a watchdog. It informs the public and thereby shapes perceptions which directly and indirectly affects the national agenda. The mainstream journalistic paradigm in the Indian print media is shockingly insensitive to the real concerns of flesh-and-blood people, especially the majority of Indians who are poor and underprivileged.
What is even more concerning in the Indian economic
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Moreover, large number of entities who own multiple platforms of media also have a large percentage of the shares. A suitable example in this regard would be Sun TV Network, 77% of the shares of which are owned by Mr Kalanithi Maran. Kal Radio, which has been promoted by Sun TV, is again an establishment of which Mr. Maran holds shares in an individual capacity as well as a promoter of Sun TV.
Thus, a major motivation behind the restrictions on cross media ownership is to preserve the diversity of media so that citizens have access to diverse viewpoints that enable them to have access to a wide variety of views and thereby participate fully in democratic process.
Paid news is the frightening consequence of this murky network between business, politics, and top news management. Media houses insist that coverage is not for sale, but increasingly more instances have come to the fore that indicate otherwise. In such a scenario, one must ask oneself, if money is exchanged so freely over reportage on issues for which the stakes are relatively low, what happens when the stakes are

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