Media is ever growing in its reach, speed and effect. With advent of technology and electronic revolution, fast spread of the new media of Internet, media regulation is becoming complex day by day and thus it assumed great significance all over the world. The tentacles of private media are widespread with World Wide Web, satellite television and cable networks, creating new media moghals and multinational giants. An unprecedented communication revolution is bringing entire information to each and every person in nook and corner of the world.

Media growth in India was buoyant and dynamic, contrasting with the difficult, even gloomy situation faced by newspapers and also broadcast television in "many mature media markets, that is in many developed countries." The World Association of Newspapers, in its latest survey, has put India's newspaper circulation, at 79 million, next only to China's, at 97 million; and then came Japan, the United States, and Germany. It has also pointed out that a stunning 70 per cent of the world's top circulated dailies are published in Asia. According to the National Readership Study 2006, daily newspapers in India had a combined readership of 204 million and broadcast television had an audience of nearly 450 million drawn from 112 million households. Estimates of the number of internet users in India vary from 13 million according to NRS 2006 to 35 million suggested by some surveys. But this was still a very low base for the Internet considering India's population and resources.

Democratic need of free market place of ideas, constitutional freedom of speech and expression, enlightening the people to take part in decision making process, manufacture of dissent and consent, blitzkrieg of advertisements and impact making campaigns etc are there in full play. Every firm, association, government, political party, individual and family is being influenced by the flow of information, entertainment. The televisions intruded into bed rooms altering the life style, thinking process, attitudes and wholly the culture of this ancient civilization. Sting cameras are intruding into almost all private insignificant lives also. Anything about any person could be of interest to millions of people, thanks to TV serials and twenty-four hour news channels. Privacy is the casualty. The corporate funded media campaign alters the policies and the goodwill for the governments are being made and marred as per the market demands. Once the capital alone wielded enormous power in this democratic society, but not capital invested in infotainment industry will dictate the terms to the political thinking of the state.

While positive technological advancement has offered strengthening of information industry, it has equally bad negative effects on the society because of some of its adverse tendencies. The negative tendencies of sensationalism, tabloidisation, trivialisation, celebrity-worship, the unchecked use of hidden cameras intruding into privacy of public man, celebrity and non-celebrity private man equally, and so forth, are increasingly visible in the Indian news media. There is neither an external regulation possible against these tendencies, nor there is any institutional mechanisms of self-regulation to give meaning to journalism's accountability and social responsibility. Freedom of information is enhanced with technology and huge investments in electronic gadgets but declining accountability and social responsibility is the biggest threat that would certainly reduce the credibility of the media in society.

Media is the bridge between educated and to be educated. Media has to tell what is good for all. If truth is good for all, there is no way that media can escape from speaking truth. If there is good of all involved in telling some thing, which might not have been established as truth, it is better to tell that thing rather than waiting for something which none knows when, assumes the 'truthfulness'.

What is truth is a biggest question. While contemporary events unfold every minute and every day, a twenty-four hour channel has to report what happens at that event and the daily has to give what develops till the dawn and before the plates go into printing machine. It is not that what is collected from North, East, West and South, is the news but what is just now happening is what a viewer or reader requires to know now and thus reporting things as they happen is the most modern definition of news reporting. Widest reach and deepest penetration offered by revolutionalized media technology enhanced the responsibility of the media to present the news as it happens just now to all. The duties changed, responsibilities took paradigm shift, and targets are multiplied. News is now an item of property, thing of joy, piece of entertainment, aspect of service, an element of enlightenment, uncovering eye of camera, truth spilling ink, a gun that explodes a corrupt image and demolishes a government standing on untruth. Nothing is more dramatic than a current event and hence more entertaining than a feature film and thrilling fiction.

People have right to know, which is the basis of media's right to communicate. Thus it is not just a right but more a duty to communicate, communicate the truth and what is needed for the people to know. If not, media is just like an amplifying microphone or an eye of camera that passes through the image to the screen of the brain. Mirror is cruel and media's camera is much more. Media that is handled by human beings has to be human and under an obligation to secure human values. It has a duty to inform, enlighten more than to entertain. Media is in privileged position in society not because it is performing the great feats, but because of its communicative power and built in fear for publicity. The question is 'Whether Media Educational Institutions are communicating the Valued Duties of Journalists towards the PEOPLE? Whether Journalism Schools are preparing the future journalists to report sincerely to their ultimate masters, the PEOPLE?

PROBE is coming out with 'PROBE Journalist National Diary' every year. The PROBE Journalist National Diary is being circulated across the country through various journalists' networks /associations, and it is going to be in the hands of the journalists who are the important sources of the information in the modern world.

The Probe has organizing several seminars and meetings to spread awareness on Freedom of Press and Contempt of Court, explaining the need for critical analysis of every institution including Judiciary and the necessity of introspection for the Media as well. The ethics of the media and judiciary were elaborately discussed by eminent personalities coming from both the fields and attended by people from different walks of life.

It was reported that the seminar has lead to positive results as much as the players in both the fields have altered their approaches and attitudes towards the subjects they were handling in their profession.

This was another area where the Probe in collaboration with Action-Aid India has effectively worked by organizing in each and every district of Andhra Pradesh spreading a message of human rights. District Magistrates and Superintendents of Police attended, noted the violations and assured positive action to correct the defects. These meets were attended by journalists, activists, officials, and victims.

A sister concern of the Probe where the organization help extended to the journalists in legal problems or professional problems. IIt provides necessary counselling and guidance with regard to the legal disputes or facing court cases or responding to legal notices. Besides, the Legal Minds is engaged in filing Public Interest Litigations wherever serious rights problems are involved. So far eight cases were brought to the notice of judiciary and some more are in the process. Legal Minds could secure tangible remedies to some of the serious issues with positive reaction from executive to the judicial directions. Its functioning like grievance sell for Journalists.

This is another unique programme launched by Probe with collaboration with State Government of Andhra Pradesh. The Probe trained the media persons and sensitized them with the problems of aids victims and trained them in reporting the issues without affecting the victims with a focus on social integration of victims.

The probe organized nationwide campaigns on different issues such as attack on media persons, illiteracy, violation of human rights, against caste system and sticker campaign on " No-temples, "No-mosques and No-churches on Main Roads" in India, which got tremendous response from the people in general.

Former Chairman Press Council of India, Mr. Justice. K Jayachandra Reddy, inaugurated the Intellectual Media Center at Hyderabad. It is a resource center for journalists where media-persons could access to necessary information and day-to-day events to update their knowledge.