WHAT IS TODAYS MEDIA AND WHAT IT SHOULD BE? 

“The media's the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that's power. Because they control the minds of the masses.”

Mass media refers collectively to all media technologies including the internet, television, newspaper and radio, which are used for mass communication and to the organization which control these technologies.

Since the 1950’s, in the countries that have reached a high level of industrialization, the mass media of cinema, radio and TV have a key role in political power.

Contemporary research demonstrates an increasing level of concentration of media ownership, with many media industries already highly concentrated and dominated by a very small number of firms.

Media is the most powerful means of communication in all over the world. millions and trillions of people follow this source by reading and watching. Media is a source of providing information and knowledge. On the other hand it is a source of increasing conflicts and problems in the society. Pakistani media has improved a lot and need to improve more. Last ten years were the revolutionary years in the Pakistani media industry. Increase in channels and newspapers have has changed the society. And had put great influenced on the people.

The basic responsibility of media is to educate the society, to provide knowledge and to allow people to differentiate between right and wrong. As far as print media is concerned it has always worked positively newspapers, magazine, books, all has put their effort to educate the society. But the literacy rate of our country is very low and keeping it in consideration the impact of newspapers and books is very little on our society. Moreover the reading habit of our nation is reducing day by day. On thee other hand the publication of newspapers and books are reducing cheap price newspapers are selling more than the expensive, one which are providing quality work. These cheap newspapers have no worth and they sell out on the bases of their entertainment news, which are sometimes not even correct and indecent pictures. Here the organization forgets all the codes of ethics and their limitations just focus on their marketing and profit. If we talk about the quality and famous newspapers it is noticed that comparatively the cheap newspapers they are fulfilling their duty with sincerity and some extend they are successful but for sometimes they are also focusing more on political and spicy news. Print media is doing and trying to do positive and good work but the reason of their downfall is fewer readerships which is not fine.  

As far as electronic media is concerned, the reason of increasing evils in the society is electronic media. Which have always focused on their rating.103 channels is broadcast in which 15 channels are of news and 4 of them based on science, the remaining all are of entertainment.

All the news channels are working to increase their rating with the help of breaking news, current affairs and talk shows, which is a source of raise in conflicts in mind and depression in the people. Political leaders use abusive language for each other and the anchor person are not capable to avoid or stop such activities in live shows. But this sounds bad to us not to them because this increase their rating which profits them.

The 4 informative channels have a serious issue of commercials but they are working well. The remaining 80 channels are busy in providing entertainment with the help of dramas, films. Most of the times it is noticed that on the name entertainment TV channels are producing immoral, unethical and indecent programmes. In short, it can be said that electronic media instead of bringing positive changes in the society, taking the society to its downfall.

Today's media, be it electronic or print, is mostly driven by the slaves of typical mindsets who speak the language of their masters, promote the views of certain segments of the society, and safeguard the interests of certain individuals or groups of people, including themselves. They also enjoy the backing of mafias, who use the media for self-protection or projection and may go to any extent to ensure their survival.

Both print and electronic, in Pakistan has taken a new shape in the last ten years or so with the rapid advent and growth of electronic media outlets followed by the emergence of some new print platforms.
Pakistani media has seen its early days in recent years. Therefore, the overall performance of Pakistani media has to be measured with care and precision while looking at it from different angles. While print section has a long history with gradual improvement, the electronic form has played a powerful role in the recent past in changing the lives of people while giving them a new dimension of thought. 
Afghanistan invasion by Allied forces (in 2001) and its repercussions in Pakistan, Iraq war (started in 2003), Israel's massacres in Gaza (late 2008), Kashmir, Siachen and water disputes between Pakistan and India, Indo-Pak ties after the Mumbai 2008 incident, Wikileaks bombshells, global economic crisis (2008), global warming, feudalism, 2010 floods in Pakistan, target killings in Karachi, last year's spot-fixing scandal involving three Pakistani cricketers, energy and law and order crises in Pakistan, recent unrest in Egypt, Libya and Tunisia, tsunami and earthquake in Japan, 2008 Beijing Olympics, 2010 World Cup football, 2011 cricket World Cup; and loads and loads of local, national, regional and international news, issues and crises relating to society, politics, business, sports, science and technology have been highlighted, discussed and analyzed in detail at grueling sessions on different electronic media outlets across Pakistan.
Their performance has varied at different levels at various occasions. One can neither simply embrace the entire show blindly nor reject it completely.

 It is seen that our media, inspired by the Indian and Western culture, is always at the forefront as far as promoting obscenity and creating uncertainty are concerned. Instead of putting the facts before the people and letting them decide for themselves what’s wrong and what’s right, the so-called media men try to make people see through their eyes. Lies are told and facts distorted shamelessly making reality look for excuses.

SUGGESTION:

While undergoing constant changes and introduction of new professional and methods in the media, there is always room for betterment, wherever it operates, is supposed to guide people by highlighting the good and providing solutions for eliminating the bad. and Pakistani media is no exception.
As regards how Pakistani media should be, I would say that while giving the media organizations appropriate freedom to express the truth, Gone are the days when journalists would rather accept incarceration than compromise on integrity. Just go through  newspapers or listen to channels, and it would not take you long before you start wondering how people are being made to appreciate what needs to be denounced and are being forced to condemn what should be praised. The government should also make it mandatory for media outlets to set a pattern to maintain the ethical standards in accordance with Pakistan's distinctive social values.
And above all, it's also the prime responsibility of all media organizations and their employees (primarily writers, reporters, editorial staff and anchors) to make sure the reality is presented to the viewers and readers in the best possible way and at the right time.
Timely and sensible feedback given by viewers and readers can also bring a remarkable improvement in the quality of programmes and news reports whose authenticity is vital for the followers to trust media professionals, in the modern era of information sharing.

We can’t blame newspapers, and TV and radio channels for assailing us with filthy material. If we refuse to accept trash, they can’t force us to take it.