With recent proliferation of TV, radio and newspapers in the country, the expectation is that the overall role, reach and relevance of media would have also expanded much beyond what it was before 2000. Also, the range of coverage of the news media should have expanded beyond metro cities. However, there is hardly any change in both the respects. This was because the competition within and across the media has been for the same sections of people, the ones having deeper pockets. That is how rural reach as well as coverage is still negligible. Despite proliferation of media and increased competitiveness, the choice in the content package to readers and viewers is neither inclusive or distinct. Some increase in circulation and viewership nevertheless is because of multiplicity, not because of expansion in the reach beyond two-thirds of population. That is, the ones seeing, are seeing more channels or programmes, and the ones reading, are reading more newspapers. The media scene, nevertheless has changed rather dramatically. What - is happening in the media is known to many of
us; But – Why – is it happening is not and hardly discussed. Role and relevance of news media are to do with their concerns and contents. Until a few years ago these were to do with the “Fourth Estate” notions and “watchdog” standing.