Media needs a new outlook and approach

In the last couple of years, there is some stagnation in the “overall expansion” of the media, going by various national surveys, including the latest National Readership Survey (NRS) for 2005. This is because of the preoccupation of mass media in terms of their concerns, contents and concentration in the operations.
That is they, all are trying to reach the same people, those with deep pockets. The latest NRS brings out that even the reach of the press has fallen in urban India since 2002 and that there are 3-4 million people who can read but do not read any publication. Also, despite the proliferation of the media and competitiveness, the choice in the content package is not so distinct.