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During the last two years, the on-going nation-wide debate on National Media Policy has elicited wide ranging perspectives and views on different aspects of the subject. Some of these are: autonomy for the government controlled electronic media, at the widening gap between the information richard the information poor, social implications of India fast emerging as the information Society Regulatory and Monitoring mechanisms for the media, impact of market forces on the media scenario in the country etc. Deep public concern has also been expressed on rapid commercialisation of the media and neglect of the opportunity to harness media for the task of Nation Building. The book makes a fervent plea to the policy makers, academics and media practitioners to devise ways and means through which the potential of media could be adequately exploited for public action and opinion mobilization in areas like gender equality and empowerment, education, literacy and environmental protection. An endeavour has been to update the views and insights developed during extensive study undertaken while working on the book. The book incorporates the landmark judgement of the Supreme court on the Freedom of Airwaves, ethnical values for journalists and the implications of emerging Information Society in the country. This book is the second publication in the series of books and literature in the areas of mass communication and journalism planned by the upcoming media scholars. About the Author V.S. Gupta a Senior media and communication academic is a former Professor, Haryana Agricultural University. A recipient of several awards and fellowships, Professor Gupta conceptualized and implemented a number of training programmes in journalism and communication at the university. As the Country Representative for the Asian Media information and Communication centre (AMIC), Singapore, for a number of years, organised numerous seminars and colloquia throughout the country. He has written and edited, jointly and singly, nine books and a number of manuals, besides having been widely published in India and abroad. Vir Bala Aggarwal, a senior researcher and academic, had a brilliant scholastic career in MJ and B. Tech (Printing Technology). She worked role of mass media in development, for her dissertation for Ph. D. She has published and presented a large number of papers on media issues in journals, and regional and national seminars. Presently working as the Chairperson, Department of Journalism and Mass Communication, Himachal Pradesh University, Shimla, she specializes in communication theory, printing technology and development issues; and is associated with a number of journalism departments as a resource persons. V.S. Gupta a Senior media and communication academic is a former Professor, Haryana Agricultural University. A recipient of several awards and fellowships, Professor Gupta conceptualized and implemented a number of training programmes in journalism and communication at the university. As the Country Representative for the Asian Media information and Communication centre (AMIC), Singapore, for a number of years, organised numerous seminars and colloquia throughout the country. He has written and edited, jointly and singly, nine books and a number of manuals, besides having been widely published in India and abroad.