Vijayawada
Some degree of self-regulation on the part of media was desirable at the present juncture, according to Makhanlal Chaturvedi National University of Journalism, Bhopal, Prof Krishna Chandramouli.

With advancement of technology, control over media has become increasingly difficult. "It is incumbent upon the gatekeepers of mass media to assess the character and content of the message being communicated to the public," Chandramouli, a professor in the advertising and public relations department of the University said at a seminar on Role of media in establishing a value based society.

The seminar was organised by the local unit of Brahma Kumari's media wing of Rajyoga Education and Research Foundation today.

While media during country's pre-independence era, especially the print was patriotic and missionary in character, the present-day scenario depicts increasing incidence of vested interest, commercialism, consumerism, sensationalism, sensualism, yellow journalism, political patronage and bureaucratic interference, he said.