Find Targeted Research to Empower Change on FacebookFind Targeted Research to Empower Change on YouTubeFind Targeted Research to Empower Change on MySpaceFind Targeted Research to Empower Change on LinkedIn


Image Gallery


CMS Corner

Articles and Research Papers

Alok Srivastava(2018): Standardizing evaluation process: Necessary for achieving SDGs – A case
study of India

Alok Srivastava(2018): Engaging Citizens for Evaluation of Public Services: Critical for an Effective Service Delivery System in India

Evaluation of Public Services is important for success of its implementation, reach and effectiveness and ensuring the desired output and outcomes. A robust method to take citizens’ feedback is challenging but important. The paper discusses the challenges in assessing the performance of public services with suggestions on the methodological approach to be followed for capturing public service users’ feedback.

Alok Srivastava(2018): Poverty and Inequality in Urban India: A Case of Poor Governance

In developing economies, poverty and inequality are closely interlinked. Going by different estimates, the population below poverty line is estimated to be more than half of the population of India. Unavailability or inaccessibility of public services and challenges in making e-governance initiatives reach the poor population is a major cause for their continuing in poverty. The paper concludes with workable measures to improve the governance towards reducing inequality and poverty.


Food production data of India shows marginal increase in terms of per capita food availability, in spite of having a National Food Security Act to ensure food and nutritional security for individuals. This paper using the official data of last six decades demystifies the sustainability aspect of food security in India and highlights the challenges to overcome.

Alok Srivastava(2018): ‘Why does sport get such low priority in the media?’ published in Vidura, Jan-March 2018.

Dr Amit Rahul & Alok Srivastava(2017): Understanding Toilet Usage, Cleanliness, And Hygiene in Rural India

Looking into the various sanitation initiatives taken in the post-independence India including the ongoing Swachh Bharat Mission (SBM), the paper using the government data examines the variations across culture, gender, ethnicity and geographic locations in the notions of dirt and how our concept of cleanliness has changed over time.

Alok Srivastava (2017): Engaging the Youth

With its demographic dividend, India is faced with several challenges that have to be overcome.But then, are young Indians ready for Skill India.

Dr N Bhaskara Rao (2016): Modi scores higher than NDA (for Mydigitalfc)

Using findings from a special performance assessment study conducted by the Centre for Media Studies on the occasion of the Modi Government completing two years in power, Dr Rao talks about NDA's initiatives, and the concerns over inflation and unemployment.           

Dr N Bhaskara Rao (2016): Sabka Saath, Sabka Vikas should be the yardstick for second year celebrations of Modi Government (for The Hans India)

On the occasion of the ongoing celebrations of Modi Government completing two years, Dr Rao speaks about governance in the context of ‘Sabka Saath, Sabka Vikas’, a slogan that Modi had come up at the very outset of his campaign in 2014.

Dr N Bhaskara Rao (2016): UNESCO should reopen debate on media freedom (for The Hans India)

Dr Rao discusses the idea of freedom in the context of mass media, explaining why UNESCO should do more than just observe World Press Freedom Day every year.

Dr N Bhaskara Rao (2016): Why public schools are being pushed to a closedown? (for The Hans India)

The article discusses the decline in the number of children admitted to public schools, throwing light on State Governments trying to close down some schools on one pretext or the other.

Dr N Bhaskara Rao (2016): Two years of TDP rule has not galvanized people

The article is a key summing of the extensive field study carried out by CMS on the eve of completion of two years of TDP Government in Andhra Pradesh, which was designed to capture the undercurrent on the functioning aspects of Chandrababu Government.

Dr N Bhaskara Rao (2015): On Good Governance (for South Asia Politics)

In the ultimate analysis what distinguishes one Government from another? From an aam admi perspective more particularly what could differentiate a government? When would a government qualify to be described as a good government? Read on.

Dr Amit Rahul (2015): Changing Pattern of Relationships – Caste Vs Occupations

The article explores the dissociation between caste and occupation with the enactment of radical affirmative action policies, providing quotas in state and central legislatures, village governments, the civil service and government-sponsored educational institutions to SCs has broken this linkage.

Dr N Bhaskara Rao (2015): High time we debate role of Public and Private Schools

There have been cases of children committing suicide on being humiliated by their schools for nonpayment of school and tuition fees. These children belong to farmer families who have a hard time making ends meet, let alone paying for their children’s education. This is despite the RTE Act of 2009, which provides for free and compulsory education to all children upto fourteen years. The study highlights the role and relevance of public and private schools in the country.   

Dr N Bhaskara Rao (2015): RTI does not hamper, it is best bet for Political Parties 

The sooner political parties adapt to RTI, the more credible they could become. To that extent our democracy will be robust and responsive. The  Government’s  argument  that RTI  will  affect  the  functioning  of  political  parties,  if  Central  Information  Commission’s  order  is implemented  is  imaginary. UPA Government even considered of an Ordinance to bail out political parties from RTI. The article examines why it is important to bring political parties under the ambit of RTI Act.

Dr N Bhaskara Rao (2015): Smart cities best bet for rejuvenating urban India

What difference has a Smart City made in the lives of its people?  How distinct has their lifestyle become?   Is the quality of living different than before and from others which have not yet become smart? The article explores these questions.

Dr N Bhaskara Rao (2015): Is privatizing primary education a national pursuit?

There is no doubt that primary education is languishing on several counts, as study after study has brought out more recently. Instead of correcting the ills and restructuring the system, public schools are being condemned with convenient research findings on enrolment and quality criteria. The study presents a critical analysis of the trend of privatizing primary education.

(2015 Alok Srivastava): Time to give it up more

This article reinforces the need to target right sections of the population as far as government benefit schemes and interventions are concerned.

Alok Srivastava (2015): Ethical Challenges for Evaluation in India

The paper is based on the author’s first-hand experience of the ethical challenges faced in India while carrying out social research and evaluation, in particular. It highlights the complexity of ensuring ethical norms in a country like India due to its diverse socio-cultural and multi-lingual population.

Dr Amit Rahul (2015): Relevance of MGNREGA Today

The report is primarily based on the author’s experience of studying, analyzing and evaluating the implementation of various rural development schemes including MGNREGA across various states and districts in the capacity of the Institutional National Level Monitor of the Ministry of Rural Development (MoRD), Government of India as well as a professional sociologist involved in social research.

Dr N Bhaskara Rao (2014): Media driven 2014 polls

News channels have been criticized for hours of live coverage of extravagant road showsand  filing  nominations during the 2014 Lok Sabha poll, blatantly  violating  Election Commission’s  code.  Of  nearly  a thousand  “paid  news”  complaints  on  record  during  this  poll,  more  than  a  quarter  of them  also  received  EC  notice  after  verification. The question is what difference  did  the  efforts  of  media  make  to  make  this election  truly  a  game  changer  for  deepening  democracy  and  ensuring  good governance in the country. Have they made any? This article answers.

Alok Srivastava (2014): Implementation of Citizens’/Clients’ Charter of Central Departments: An Independent Audit

Government of India’s ministries/departments are mandated to develop Citizens’/Clients’ Charters (CCC). This exercise, in fact, marks the culmination of a process whose origin can be traced to the Conference of Chief Ministers of States and Union Territories held way back on May 24, 1997, in New Delhi and presided over by the then Prime Minister of India, Shri I.K. Gujral. This report is an Independent Audit of the Implementation of Citizens’/Clients’ Charter of Central Departments.

Alok Srivastava and Amit Rahul (2014): Redefining Tribal Development in India: Need for Holistic and Participatory Approach

The paper tries to see if there can be alternative approaches to tribal development and how this can bring about the desired changes in the tribal communities and at the same time retain the rich cultural diversity and varied ways of their lives. The discussion and suggestions in the paper are the outcome of the engagement with the development policies and approaches in post-independence India that have in any way affected the tribal population.

Dr Amit Rahul (2014): Disability and Sustainability

The article explains why the very process of integrating disability in general and women’s disability in particular as a category of analysis and system of representation is crucial for the all-inclusive developmental efforts.

Dr N Bhaskara Rao (2013): Emerging Alliance Scenario for 2014 (for the Mint newspaper)

The article explores the state parties whose support for Narendra Modi’s prime ministership by way of a pre-poll alliance matters for the BJP.

Dr N Bhaskara Rao (2013): Good Governance – Delivering corruption-free Public Services (for World Focus)

Dr Rao suggests an action framework comprising of five elements towards implementation measures of good governance within a five term year plan.

Alok Srivastava (2013): Use mobile phones to fight malnutrition

The article explains how simple-to-use software applications on mobile phones can be used not only to disseminate information and create awareness about government programmes, but also to bring in more transparency and accountability in the service delivery system, thereby helping to achieve effective governance.

Medasani Anita (2013): Advertisers and the Mean World of Telugu Television Serials

A wide ranging consensus seems to emerge about violent content on television having an adverse impact on individuals and society.  In view of this, CMS Media Lab in collaboration with the Department of Communication and Journalism, Osmania University, undertook this intensive study to understand the violence depicted in Telugu daily serials. A secondary objective of the study was also to see the kind of advertising support such programming is receiving.

Alok Srivastava (2013): Online Services: How effective are they? (for Vidura)

In India, as part of e-governance, online services are introduced in different public services by Central and state governments with the aim towards efficient and corruption-free public services. The article examines how effective are these online services in tackling corruption in public services and meeting basic needs of the common man.

Dr N Bhaskara Rao (2013): Is Good Governance Possible without Good Politics?

Good governance is not possible without political parties themselves being accountable, transparent and responsive to people. But what have we done to make sure that our political parties compete to be more transparent and accountable? Find out

Alok Srivastava (2013): Food Security & Ordinance… the reality check

Food security is indeed needed because India is home to one quarter of the world’s undernourished people. But are the provisions under the Food Security Ordinance really helping in improving nutritional status of individuals? Read on.

Alok Srivastava (2013): E-Governance for All: Initiatives and Challenges Ahead

E-governance aims to empower people through giving them access to information and services. However, there are a couple of major challenges in the Indian context which may be true and relevant for many developing economies of the world. The article lists them out.

Dr Amit Rahul (2013): Community Life in Nagaland

The author gives a firsthand account of the thriving community life in Nagaland – the land of vibrant culture and rich heritage based on his experience of studying, analyzing and evaluating the implementation of various rural development schemes in the capacity of Institutional National Level Monitor (NLM) of the Ministry of Rural Development (MoRD). The article exemplifies Nagaland’s way of community living.

Anand Anjani (2013): Development of Digital Information Centre

The paper sheds light on the revolutionary changes in the functioning of digital libraries in the age of Information Technology.

Dr N Bhaskara Rao (2012): High time the TAM/TRP era ended (For Vidura)

The article reveals the damages that TRPs/TAM have caused across India over the years, taking the particular case of NDTV’s allegations against Nielsen-Kantar, sponsors of the TAM-TV ratings in India, for fudging data and deliberately publishing in return for bribe.

Alok Srivastava (2012): Poverty Line or Starvation Line?

The article weighs down on faulty poverty estimation, questioning the very basis of counting the population below the poverty line in the country. These faulty poverty estimates became the foundation of the entire development strategies and programmes. No wonder that even after six and half decades of so-claimed pro-poor policies, poverty is still robustly widespread and is in reality increasing in a geometric proportion.

Alok Srivastava (2012): Right to Education: Where is Media’s Proactive Role?

In Delhi, a large proportion of the families belonging to socio economically poor and marginalised section of the society are unaware of the provision under the Section 12 of the Right to Education (RTE) Act, which mandates reservation of 25 per cent of the entry-level seats in private schools. This Article explains how media can boost awareness about the RTE Act and make the deprived population aware about their rights.

Dr Amit Rahul (2012): Has Anna Movement Weakened the Civil Society?

What began as a national movement led by a widely accepted Anna Hazare,  criticising political parties and politicians, somehow deviated from the agenda and promises announced on several public platforms by the revolutionaries. The article weighs in on what went wrong in Team Anna’s approach.

P N Vasanti (2012): Why I admire Justice Katju (for Vidura)

The author explains why Justice Katju has stood out from all the previous Press Council Chiefs, including his efforts to reformat the PCI, courting much controversy during his one year tenure.

P N Vasanti (2012): Moulding TV Entertainment (for Mint newspaper)

The article explains how television entertainment could be molded in ways that address what is in the interests of the people and not just what interests people.

P N Vasanti (2012): Investing In Reading (for Mint newspaper)

In the era of television and the Internet, do books matter? Revoking the TV and Internet versus books debate, this article makes for interesting read.

P N Vasanti (2012): Climate change: unfolding story (for Mint newspaper)

The article reveals how important environment global events do not get sufficient media attention, with CMS Media Lab data analysis of 34 Indian newspapers and six national news channels.

P N Vasanti (2012): Media’s looming manpower crisis (for Mint newspaper)

The Indian media and entertainment industry is growing at a fairly robust pace and looks set to expand manifold over the next decade. But how will it find enough people with the right skills to feed the machine?

P N Vasanti (2012): Digitization and its consequences (for Mint newspaper)

The article discusses digitization of cable and satellite broadcasting, the relevant issues in the broadcasting sector and other unintended consequences of digitization that have been pushed under the carpet.

P N Vasanti (2012): News media and irrational belief (for Mint newspaper)

The article reveals how many news channels are promoting irrational belief and blind faith among viewers by tapping into the popular concept that ‘seeing is believing’.

P N Vasanti (2012): The dirty picture debacle (for Mint newspaper)

The article applauds the proactive intervention by the information and broadcasting ministry to defer the premier of The Dirty Picture that was to have been shown on 22 April, 2012 on Sony TV.

P N Vasanti (2012): Implementation key for Trai’s ad rules (for Mint newspaper)

The article discusses the broadcasting sector’s challenges of implementing, and compliance with the Telecom Regulatory Authority of India’s (TRAI) new rules on the duration of advertisements under the standards of quality of service regulations, 2012.

P N Vasanti (2012): A refreshing variation on TV (for Mint newspaper)

The article discusses the hype over Aamir Khan’s Satyamev Jayate show and how it has once again reinforced the power of television in our lives.

P N Vasanti (2012): Non-fiction genre a rising trend (for Mint newspaper)

The article explores the interesting trend of a non-fiction genre consisting of reality shows and factual entertainment-based programmes in the list of the best-rated television shows

P N Vasanti (2012): “Cross media ownership should be regulated” (for exchange4media)

The article talks about the prevalence of cross media ownership and the need for regulation based on CMS Media Lab’s eight-year study of news media.

P N Vasanti (2012): Tranquillizing effect of TRPs (for Mint newspaper)

The article discusses the impact of TV rating data on India’s television industry and why for us, the viewers, is the system of TRPs important?

P N Vasanti (2012): The power of television (for Mint newspaper)

The article discusses how the power of various media, especially television, can be harnessed to foster peace and justice.

P N Vasanti (2012): Cartoons, politics and hypocrisy (for Mint newspaper)

The article explores popular contentious political debates as well as controversial law enforcements that have centered around cartoons.

P N Vasanti (2012): Awareness trap of govt ad campaigns (for Mint newspaper)

The article reveals how the ministry of information and broadcasting’s attempt to communicate and publicize information about the government’s flagship programmes through advertisement campaigns result in failure or a backlash.

P N Vasanti (2012): CII's white paper suggests co-regulation to check misleading ads (for

The article discusses the white paper on “Self-Regulation in Advertising in India- A critical Evaluation” issued by the CII National Committee on Marketing.

P N Vasanti (2012): The sting in the media (for Mint newspaper)

The article discusses the sting expose on the media, raising the issue of the eroding credibility of journalism.

Alok Srivastava (2011): Television shows –child labour in a new form?

It’s almost sixty-four years after India gained Independence. Despite promises by various governments over the years to stop the employment of children in industry, and even legislation against employing child labour, little has changed on the ground. This article looks at the increasing incidences of child labour among the better off or not-so poor families, with particular reference to the television industry, and its possible impact on Indian society.

P N Vasanti (2011): Broadcasting social change (for Mint newspaper)

One light ask the need for media to care about its social function—it is a business after all, and profitability isn’t always thought of in conjunction with welfare. But it is precisely for this reason that the media needs to be conscious of its social potential. The article explains why.

P N Vasanti (2011): Breaking news: corruption (for Mint newspaper)

The article highlights the triumphs of the news media in India in its crusade against corruption and their potential in raising the current debate on corruption to new levels.

P N Vasanti (2011): Spectrum: the golden goose (for Mint newspaper)

The article reflects on the many overlaps or similarities between the telecom and broadcast sectors with regard to second-generation (2G) telecom spectrum pricing and distribution.

P N Vasanti (2011): Open letter to the I&B minister (for Mint newspaper)

The article is an open letter by the author to the I&B minister based on her observations of the strategic plan of the ministry of information and broadcasting for 2011-2017.

P N Vasanti (2011): An eye on corruption (for Mint newspaper)

The article proposes strategies for dealing with corruption keeping in mind the history of movements like the anti-corruption drive led by Anna Hazare and the Jan Lokpal Bill.

P N Vasanti (2011): Polls and media: keeping it fair (for Mint newspaper)

The article discusses the challenges that need to be addressed to ensure free and fair elections and also enable free and fair media coverage of elections.

P N Vasanti (2011): Press freedom day & the Indian media (for Mint newspaper)

What significance does World Press Freedom Day (3 May) have for our country, given the burgeoning media scenario? The article explains.

P N Vasanti (2011): Self-regulation revisited (for Mint newspaper)                                              

The article illustrates the self-regulation initiatives by Indian broadcasters that have given new momentum to the sector.

P N Vasanti (2011): Holding the Media to account (for Mint newspaper)

The article discusses the malpractice and exploitation involving media companies, as illustrated by the closure of the News of the World

P N Vasanti (2011): Coping with an excess of TV (for Mint newspaper)

What does the robust number of channels imply for the Indian broadcasting industry and its audience? Does it imply a healthier broadcast sector or a better choice for the consumer? Find out..

P N Vasanti (2011): Anna hurricane in New Delhi (for Mint newspaper)

The article recalls the Anna Hazare ‘hurricane’ campaign coverage across all television channels and the internet, explaining where the media went wrong.

P N Vasanti (2011): A question of independence (for Mint newspaper)

The article reveals the government’s short-sightedness and ad hoc approach to broadcasting, especially with regard to the clause that sets the terms and conditions for the renewal of permission for TV channels.

P N Vasanti (2011): Revamped media policy needed (for Mint newspaper)

The article discusses a critical absence—that of a comprehensive national media policy that renders the I&B ministry powerless against immediate, intense pressure from the media.

P N Vasanti (2011): Media in India needs to be more ethical, responsible (for Vidura)

The article explores the 'Murdochisation' of the Indian media and the lessons learned from the closing of News of the World.

P N Vasanti (2011): Strengthening self-regulation (for Mint newspaper)

Given the crucial role that the media plays in the economy and in maintaining a healthy growth rate, the question of accountability is a significant one. The article discusses the modality and systems to address the question of media accountability.

P N Vasanti (2011): Is regulating content feasible? (for Mint newspaper)

The article weighs in on the controversy sparked by Kapil Sibal on the need for regulating content on the Internet, especially the social networking sites.

P N Vasanti (2011): Digitization: Need for a regulator (for Mint newspaper)

The article raises the unresolved issues and challenges that confront cable digitization and the larger issue of the role of the broadcasting sector. 

Dr N Bhaskara Rao (2010): Paid News, a deep-seated malaise (for the Hindu)

The article discusses the trend of paid news and a series of initiatives that could help ensure that the credibility of news media is retained.

Dr N Bhaskara Rao (2010): Information as a right (for the Hindu)

The article discusses the sessions and the outcomes of the fifth annual convention on RTI: Challenges and Opportunities held by the Central Information Commission to mark the completion of five years of the enactment of Right to Information Act.

P N Vasanti (2010): News channels as catalyst for change (for Mint newspaper)

The article illustrates how a healthy media can work as a catalyst for change and also make the other three key pillars of our democracy more accountable.

P N Vasanti (2010): Political crisis and the role of 24x7 channels (for Mint newspaper)

The article reveals how personal agendas and political affiliations are resulting in the blatant misuse and abuse of television news channels.

P N Vasanti (2010): Telugu TV advocates girl child, up to a point (for Mint newspaper)

The article highlights the positive and inspiring work by some Telegu news channels for their role in promoting girl child issues amid the turmoil of the Telangana agitation.

P N Vasanti (2010): Shah Rukh Khan: the man India can’t ignore (for Mint newspaper)

The article lifts the lid on the strategic use of a political controversy fuelled by our news channels to promote and market a film.

P N Vasanti (2010): In the name of self-regulation (for Mint newspaper)

The Broadcast Bill faces resistance every time there’s an attempt to introduce it in Parliament. The article explains the relevance or urgency of such a bill for a more accountable and concerned media.

P N Vasanti (2010): Media schools need to bridge quality gap (for Mint newspaper)

The article addresses the issue of the wide gap between what is taught at media institutes and what the industry wants from its fresh recruits.          

P N Vasanti (2010): Telugu news channels see fierce competition (for Mint newspaper)

The article questions the rising number of television channels in Andhra Pradesh and how it has fanned fierce competition and rising sensationalism.

P N Vasanti (2010): Media regulation needs teeth (for Mint newspaper)

Why has the Press Council not been able to ensure that the media remains free of blemish? The article scrutinizes the toothless statutory, quasi-judicial body set up for media regulation.

P N Vasanti (2010): Putting children over ratings (for Mint newspaper)

On television channels across the nation, the entertainment genre—which includes daily soaps, talent and reality shows—is using children to draw viewers. The article raises the urgent need to review laws and examine the systemic lapses that may have encouraged such exploitation, violating the rights and innocence of these children.

P N Vasanti (2010): An Opportunity for Broadcasting (for Mint newspaper)

The article questions the burgeoning influence of Television Rating System (TRPs) in the direction and priorities of the broadcasting sector and the increasing volume of trade based on these ratings.

P N Vasanti (2010): Importance of history in a box (for Mint newspaper)

The article explains the importance of visual footage as the primary source for contextualizing “historic” events and the study of history and culture.

P N Vasanti (2010): Wikileaks Challenges the concepts of nation (for DNA Sunday Daily News and Analysis)

Are new technologies and the internet making the idea of secret or classified information irrelevant? Is it possible to create checks and balances so that the freedom that new media gives is not abused? Find out..

P N Vasanti (2010): Who watches the watchmen? (for Mint newspaper)

All sections of the Indian democracy have a stake in making the news media more accountable and relevant. Yet, these stakeholders are not just keeping quiet, but also adding to the media’s declining standards. Why are we afraid to bell the cat? Find out..

P N Vasanti (2010): The screen that teaches and spoils (for Mint newspaper)

The notion among parents is that the use of such gadgets keeps children occupied and away from mischief. Read on to know how true this is.

P N Vasanti (2010): Cluttering up the view (for Mint newspaper)

No matter which channel you turn to on television, you are likely to find visual elements that seems to clutter up the screen—making it difficult to focus on one thing. The article explores how this trend has reshaped television news broadcasts.

P N Vasanti (2010): Curbing broadcast signal piracy (for Mint newspaper)

The article raises the issue of signal piracy- which the World Intellectual Property Organization (Wipo) has long been grappling with-  and the rights of broadcasting organizations to address it.

P N Vasanti (2010): When soaps froth violence (for Mint newspaper)

The article exposes the blatant and repeated violence towards women on the daily soaps being aired on television and the behavioral impact they have on viewers, importantly children.

P N Vasanti (2010): The lure of leaked information (for Mint newspaper)

The article lifts the lid on “fake leaks”—the deliberate disclosure of confidential information for political or commercial advantage.

P N Vasanti (2010): Time for a new diplomacy (for Mint newspaper)

The article carries highlights from a conference on “Public Diplomacy in the Information Age” organized by the public diplomacy division of the ministry of external affairs, in collaboration with CMS Academy that reflected the new wave of changes and challenges that diplomacy faces today.

Dr N Bhaskara Rao (2009): How ‘notes for votes’ dampen democracy (for the Hindu)

Has “notes for votes” become a phenomenon to reckon with in election campaigns, or is it only an isolated practice confined to a few places? The article answers.

Dr N Bhaskara Rao (2009): Decline in representative character of Governments and elected representatives (for The Tribune)

The article explains the three counts where the electoral process has fallen short of expectations of a democratic system over the years.

Dr N Bhaskara Rao (2009): Paying for Votes (for The Tribune)

The article discusses the four issues relating to electoral practices that need to be addressed in order to usher in a new wave of democracy.

P N Vasanti (2009): A national policy could help Indian media scale new heights (for Mint newspaper)

Large sections of our population are neglected—both in terms of access to information and media coverage. The article explains why an enabling, futuristic and comprehensive national media policy can help change that and take Indian media to new heights.

P N Vasanti (2009): Indian newspapers must change ahead of the curve (for Mint newspaper)

 This article explains what Indian newspapers must do to continue being the most reliable source of news and information amidst much competition within and across media.

P N Vasanti (2009): Hindi dailies with local news rule the roost (for Mint newspaper)

Today, stock valuations and advertising rates of Hindi newspapers are comparable with those of English dailies. But what—and how unusual—are the content presentation and priorities of Hindi newspapers? The article tells all.

P N Vasanti (2009): Sporting times of news media (for Mint newspaper)

Sports, especially cricket, have always been a popular genre of news in our country. However, what was earlier an occasional front page headline has rapidly become an ongoing trend where sports dominate the front pages of papers and prime-time television news. The article tells you why.

P N Vasanti (2009): Do media options available give diverse views, choice to viewers? (for Mint newspaper)

The article addresses concerns about whether the numerous media options available actually provide us diverse views and choice that media pundits propagate as essential in a thriving democracy.

P N Vasanti (2009): Too many ads: not just irritating, but unlawful (for Mint newspaper)

The Cable Television Network Rules, 1994, clearly say that not more than 12 minutes (20%) of advertisement for every one hour of programming is acceptable. By analysing prime time of six news channels, this article shows that the violation of this law regarding advertisement time is more the norm than the exception.

P N Vasanti (2009): Media and its role in political news coverage (for Mint newspaper)

This article shares CMS Media Lab findings on the role played by media, especially the TV news channels and newspapers, in the coverage of election-related political issues.

P N Vasanti (2009): Has media missed an opportunity to set the agenda this election? (for Mint newspaper)

The power of the news media to set the agenda and to focus attention on issues that matter to the common man, is well documented. The article raises doubts that the media missed an important opportunity to inquire research and debate issues such as government spending, health, education, roads and electricity in the 2009 parliamentary elections.

P N Vasanti (2009): Surveys and exit polls in our mediated elections (for Mint newspaper)

Ahead of the 2009 elections, the Election Commission (EC) imposed a ban on opinion and exit polls because some of them were being misused by the media. However, is the ban the solution to encourage greater self-discipline in sharing information ‘responsibly’ with the public at large? The article answers.

N Vasanti (2009): Personalities dominate election coverage (for Mint newspaper)

CMS Media Lab analysis of the 2009 election coverage by select news papers and news channels shows that personalities dominated the news space. The article reveals how much coverage various politicians across parties received in these elections.

P N Vasanti (2009): Credibility of news media in a free fall (for Mint newspaper)

The article reveals the diminishing credibility of our news media and highlights the disconnect of our media with citizens’ needs and aspirations —whether through polls, surveys, journalist reports or even the way personalities, parties and issues were presented during the 2009 parliamentary elections.

P N Vasanti (2009): Who is the media accountable to? (for Mint newspaper)

Accountability is one of the key issues that all of us talk about during elections. We see how journalists question and seek accountability and responsibility from politicians during the elections.  But what about media professionals? Who are they accountable to? Their audience? Their licensor/government? Their shareholders? Their owners? Advertisers? Find out..

P N Vasanti (2009): Communication needs a systematic curriculum (for Mint newspaper)

This article explains why there’s a need to look differently at communication education and give it a systematic curriculum.

P N Vasanti (2009): Entertainment rules television news channels too (for Mint newspaper)

Have you wondered how much more difficult it has become to tell the difference between entertainment and news channels on television? The article tells you why.

P N Vasanti (2009): Meaningful soaps versus entertainment drivel (for Mint newspaper)

The article reveals how more realistic, motivational, educative, inspirational, even entertaining serials are making their way to mainstream entertainment channels.

P N Vasanti (2009): Content regulation initiatives in India (for Infochange Media)

The author who was involved in drawing up self-regulation guidelines for the broadcasting sector for the I&B ministry in 2007, explains the content of the guidelines and writes on her experience in developing the same.

P N Vasanti (2009): The reality of reality TV in India (for Mint newspaper)

The article explains what it is about reality shows that attract viewers and generate controversy. It also raises issues related to the honesty of reality shows and the need to have an independent broadcast regulator in place to look into these contentious issues.

P N Vasanti (2009): Promoting soap operas on TV news, other shows (for Mint newspaper)

The article reveals how television channels are wooing audiences to promote their shows, themselves and their brand.

P N Vasanti (2009): Open letter to I&B minister for inclusive media regulation (for Mint newspaper)

 The article is an open letter to the I&B minister advocating for an independent regulator looking into content implications of the media, especially the broadcasting sector for our society, laws, values and markets

P N Vasanti (2009): Doordarshan should be freed to make it relevant (for Mint newspaper)

The article explains why Doordarshan can never be a public service broadcaster in the true sense of the term unless given managerial and editorial autonomy.

P N Vasanti (2009): Political parties and their media mouthpieces (for Mint newspaper)

In this age of media abundance, does this media ownership by our politicians matter? And what does this signify to our democracy where both politicians and media play different, yet dominant roles? Find out..

P N Vasanti (2009): Wider debate required for rethink on media FDI (for Mint newspaper)

The article debates why there should be a rethink on the policy governing foreign ownership restrictions of electronic and print media.

P N Vasanti (2009): Media has to sustain its environment coverage (for Mint newspaper)

The article explains why the current media attention to environment and climate change issues has to go beyond symbolism and be sustained beyond events such as the Copenhagen talks.

P N Vasanti (2009): TV content for children needs specific expertise (for Mint newspaper)

Revealing the stereotyping in a large number of children-based programmes, the article explains why there is a need for alternative programmes based on more research and innovation for children.

Dr N Bhaskara Rao and P N Vasanti (2008): Women could be the cause of next wave in mass media’s growth in India (for Souvenir)                                       

The article explains six important developments that have triggered media and their ‘gatekeepers’ to take women’s issues and concerns more seriously, and enlists the efforts needed to expedite a more active role of women in media.

Dr N Bhaskara Rao (2008): The more, the better, the stronger (for The Hindustan Times)

 The article analyses and reviews the book ‘Divided We Stand: India in a Time of Coalitions’ written by Paranjoy Guha Thakurta and Shankar Raghuraman.

Dr N Bhaskara Rao (2008): Liberalisation is bound to reduce corruption (for the Mint newspaper)

The article explains why Right to Information Act has immense potential to fight corruption but fails significantly due to lack of awareness among the poor.

P N Vasanti (2008): The Appetizer Effect of Indian Television News (for Mint newspaper)

The plethora of television news channels in regional languages has surprisingly only increased newspaper readership, says Ms P.N. Vasanti, who calls it the "appetizer effect" of TV. Read more about this unusual phenomenon that doesn't happen anywhere else in the world.

P N Vasanti (2008): FDI tightening its grip over Indian media space (for Mint newspaper)

In today’s market-driven media world, journalists no longer dictate priorities. The article shows how advertisers, market researchers and public relations people have come to dominate and determine the concerns and the content of mass media as the “new gatekeepers”.

P N Vasanti (2008): Opinion Leadership Networks in Indian Villages1Running Head: Opinion Leadership Networks in Indian Villages Opinion Leadership Networks and Diffusion of e-Choupal in Indian Villages (For Journal of Creative Communications)

This article analyzes the role of opinion leadership among the Indian farmers’ communication networks and the use of the opinion leaders to diffuse an innovative framing information source, e-Choupal. The specific purposes of this study are to identify opinion leaders by using social network analysis and to analyze the attributes of the opinion leaders in the diffusion of e-Choupal in Indian villages.

P N Vasanti (2008): News business: regional surge, national worry (for Mint newspaper)

Strong regional news networks have arrived on the national stage. How have national players reacted to this regional surge? Has there been a conscious change in their news strategy? The article lifts the lid, backed with credible data.

P N Vasanti (2008): Broadcast regulation in India makes sense (for Mint newspaper)

It is clear that many media organizations aren’t bound by any standards as reflected in recent cases where some media houses simply ignore criticism that their content has clearly caused damage to individuals. Without accountability, transparency and measures to set quality standards, Indian television’s impressive growth story will be history, as this article explains.

P N Vasanti (2008): Need to regulate all genres of TV content (for Mint newspaper)

The article highlights the need for regulation and setting of standards across all genres of TV content and not just for news and current affairs.

P N Vasanti (2008): How effective is PCI’s moral authority? (for Mint newspaper)

Time and again, suggestions have been made to the Press Council of India (PCI) that it should have penal powers to punish the delinquent newspapers/journalists. In response, the council has said its moral authority is quite effective. The article explores the truth of this claim.

P N Vasanti (2008): Why Indian media isn’t influencing voter turnout (for Mint newspaper)

There is little doubt that the growing number of television news channels as well as newspapers has provided wider and deeper coverage of elections. But how has the media boom impacted a critical aspect of democracies: voter turnout? Read on..

P N Vasanti (2008): Polling goes hi-fi: digital media and India’s election (for Mint newspaper)

The article lifts the lid on Indian political parties pursuing US President-elect Barack Obama’s -style campaign strategies of digital campaigning and fund-raising that involve YouTube, blogs, social networking sites, online petitions, Google and Yahoo groups and more conventional email lists to build and sustain support.                                             

P N Vasanti (2008): Need for a debate on cross-media ownership rules (for Mint newspaper)

The author looks at some evolving cross-media ownership patterns in India based on her experience of being a participant in several consultations held by Telecom Regulatory Authority of India (TRAI) where diverse arguments and reasoning were offered by various vested interests, depending on where they stood on the issue.

P N Vasanti (2008): Will cross-media holdings curb genuine competition? (for Mint newspaper)

This article looks at cross-media ownership implications to audiences as well as to the industry itself in the national context based on research data. It also highlights key norms the media sector should follow to keep India’s democracy and development well and alive.

Dr N Bhaskara Rao (2007): Maya ignores media (for The Tribune)

The article reveals how the BSP’s Mayawati’s unconventional wisdom in the landmark assembly UP poll successfully swayed voters in the days of hi-tech expensive campaigns.

Dr N Bhaskara Rao (2007): Research needed on RTI usage (for The Tribune)

The article looks at the implementation of the Right to Information Act (RTI), the disappointments and the corrective steps/interventions that need to be taken.

Dr N Bhaskara Rao (2006): Should there be a Lakshman Rekha for Media? (for Cable Quest)

The article discusses the concept of a ‘Lakshman Rekha’ for Media to inculcate responsibility, standards of behaviour and self-discipline.

Dr N Bhaskara Rao (2006): Viewers will see their pockets getting emptied (for the Hindustan)

The article reveals how the common man is paying through his pocket due to the ongoing war between channels and cable operators.

Dr N Bhaskara Rao (2006): Adversarial media good for democracy (for The Tribune)

The article explains why adversarial relations rather than support and cooperation between political leaders and the news media will help in deepening democracy in India and enhance its very scope and significance.

Dr N Bhaskara Rao (2006): Reinvent PR through the golden triangle (for Public Relations Voice)

The article carries excerpts from Dr Rao’s keynote address at the National Conference on Professionalism and ethics in public relations organized by the Global Forum for Public Relations and Media Wing, Brahma Kumaris.

Dr N Bhaskara Rao and P N Vasanti (2005): Demands of Democracy and Demography for Nation Building (for South Asia Politics)

The article explains the correlation between power dynamics and demography as a critical source for defining the very scope of democracy in India.

Dr N Bhaskara Rao and P N Vasanti (2005): Media Ethics Sustain and Enhance Very Scope of Freedom (for Souvenir)

The article explains the significance of addressing ethical concerns in mass media, outlining the broad principles towards sustaining media ethics.

Dr N Bhaskara Rao (2005): Media needs a new outlook and approach (for the Sunday Tribune)

Despite rapid growth and expansion of the news media, its overall reach is not even two-thirds of the country’s adult population. The article explains why.

Dr N Bhaskara Rao (2005): A critical review of Indian Television News Scene (for Media Monitor)

The article presents figures and graphs to show that despite proliferation of channels, their overall coverage of India has not expanded beyond what it was earlier in terms of news origination and focus. 

Dr N Bhaskara Rao (2005): Media: Disturbing shifts, its priorities are going haywire (for The Tribune)

The article explores how advertising and market research determine the scope of the media, including journalistic trends.

Dr N Bhaskara Rao (2005): Representative democracy (for Sahara Time)

The electoral process and a free press (media) are the two basic institutions which are indicative of the velocity of a democracy. But how representative are these institutions of the people of the country? How effective are they in fulflilling obligations and objectives? Find out..

Dr N Bhaskara Rao (2005): Indian media must go global (for The Tribune)

Where does India figure today? In terms of not merely the coverage of India in the global media which, of course, is important but also in terms of the extent of participation in the media operations outside India.

Dr N Bhaskara Rao (2005): When TV errs (for The Tribune)

The article discusses the urgent need for an independent monitoring system for TV contents and how channels can comply.

Dr N Bhaskara Rao (2005): Media ethics getting complex (for The Tribune)

The article raises the issue of media ethics and responsibilities, the challenges that need addressing and principles that can help sustain professional codes of conduct in journalism.

Dr N Bhaskara Rao and P N Vasanti (2004): Mass Media-Cause and effect of Democratic Processes (for Souvenir)

Dr Rao explains the role of the media in the political process and their effect on democracy, suggesting steps for ensuring media truly becomes a cause and effect of democratic traditions.

Dr N Bhaskara Rao (2004): Political Parties and Public Participation: A New Wave of Democracy (for South Asia Politics)

Democracy in South Asia is constantly evolving. The article discusses the key trends of 2004.

 Dr N Bhaskara Rao (2004): Rajiv’s vision for India (for National Herald)

The author writes about the distinct dimensions of Rajiv Gandhi’s unique personality and his vision for a better 21st Century for India.

Dr N Bhaskara Rao (2004): Democracy is more than casting votes (for Liberal Aerogramme)

Dr Rao discusses the new wave of democracy in India, Sri Lanka and Nepal, explaining why democracy is much more than just elections.

Dr N Bhaskara Rao (2004): Do Poll Surveys Impact the Electoral Process (for Vidura)

Do poll surveys influence voting choice If poll surveys, both pre-poll and exit poll, have no influence on voters and campaigns, why are so many of them being highlighted in the news media? Dr Rao answers, with his analysis of field surveys for over 30 years, both for Lok Sabha and Assemblies.

Dr N Bhaskara Rao (2004): How much do they empower voters? (for South Asian Politics)

Pre-poll surveys have good potential to improve the quality of poll campaigns. But have they? And to what extent? A must read..

Dr N Bhaskara Rao (2004): Insights from 2004 Mandate and the Media (for South Asian Politics)

2004 polls had exposed news media, research agencies even more, and political parties further. In this regard, Dr Rao presents five observations and suggests correctives.

Dr N Bhaskara Rao (2004): Broadcasting for people, It’s not the concern of Prasar Bharati alone (for The Tribune)

The article explores the government policy towards public service broadcasting and the instances when government let down Prasar Bharti.

Dr N Bhaskara Rao (2004): TV news limited in range (for The Tribune)

Backed with data that analyses seven news channels for their content, the article reveals how the extent of coverage of rural India is limited.

Dr N Bhaskara Rao (2004): National media policy a must (for The Tribune)

The article explains why Doordarshan’s Direct-to-Hone (DTH) service will never be a viable proposition or amount to fulfilling Prasar Bharati’s obligations as a “public service broadcaster”.

 Dr N Bhaskara Rao (2004): Licence fee on TV, radio sets (for The Tribune)

The article explains why Prasar Bharati Corporation’s bid to levy a licence fee for TV and radio sets as means of revenue generation is the result of the absence of a pro-active national media policy.

Dr N Bhaskara Rao (2004): IT: The Revolution without a paradigm shift (for The Hindustan Times)

The article is an analysis and review of the book ‘Information Revolution and India’ written by senior bureaucrat, S.S. Gill.

Dr N Bhaskara Rao (2004): Simply inconsequential (for The Tribune)

The article explains why despite all the expansion, proliferation and the boom in news media, its influence seems to be less today than it was some years ago.

Dr N Bhaskara Rao (2004): It’s high time we have a single media policy (for The Financial Express)

The article raises the three core issues cutting across all media that need to be addressed for the comprehensive national media policy to do justice.

Dr N Bhaskara Rao (2004): Strengthening the Media (For Sahara Time)

The article reiterates the need for a holistic national media policy based on a coherent view of mass media and raises the challenges that need to be addressed to turn this vision into reality.

Dr N Bhaskara Rao and P N Vasanti (2004): DTH at what cost? And for whose interests? (for Bitcom India)

The article discusses the implications of all the good and bad aspects of DTH and the need to harness its potential in the context of communication challenges.

Dr N Bhaskara Rao (2003): Opportunities & Challenges (for Vidura)

The article discusses the changes and shifts in the structure and paradigm of media and gender differences in readership of newspapers.

Dr N Bhaskara Rao (2003): Feeding regional aspirations (for Sahara Time)

The article raises the issue of the demand for smaller states and explores the undercurrents that need to be addressed if we expect Indian states to remain intact and unified.

Dr N Bhaskara Rao (2003): Movement for Telengana and Vidarbha (for South Asia Politics)

The article presents the highlights of CMS research in Telengana and Vidarbha districts conducted in the wake of renewed ‘separatist’ activities in both the states and the formation of a National Front for smaller states.

Dr N Bhaskara Rao (2003): Media coverage of Elections (for Vidura)

Dr Rao analyses what more could the media have done in the 2003 elections to state assemblies and how differently could they have covered the poll process and party campaigns.

Dr N Bhaskara Rao and P N Vasanti (2003): A Pro-active Media enriches Parliamentary Democracy (For Souvenir)

The article explains why the legitimacy of democracy depends on a harmonious rather than adversarial relationship between Parliament and media.

Dr N Bhaskara Rao (2002): One poll, two results, exit credibility (for The Asian Age)

The article is a response letter to Ms Seema Mustafa’s banner story Pollster sells one poll, two letters to TV channels, which had alleged that the same agency had carried out exit polls for two different channels.

Dr N Bhaskara Rao (2002): Foreign participation in India (for Economic and Political Weekly)

Dr Rao discusses foreign participation in media enterprises in the context of advertising, market research and media planning strategies.

Dr N Bhaskara Rao (2001): Corruption and a pro-active media (for The Hindu)

The article discusses coverage of corruption in the media and the glaring contradiction regarding the priorities and the preoccupation of our media.

Dr N Bhaskara Rao (2001): Media: How foreign is Indian (for The Asian Age)

Today advertising and market research in many ways determine the media’s scope. Both functions are largely in the hands of corporates which in turn are controlled by foreign corporates. The article examines this phenomenon.

Dr N Bhaskara Rao (2001): Bridge the digital divide (for The Asian Age)

The article discusses IT’s potential to bridge the glaring socio-economic inequalities and the proactice policies and perspective plans that can help achieve this.

Dr N Bhaskara Rao (2001): Broadcast a Change (for The Asian Age)

The article recommends downsizing various divisions of the Ministry of Information & Broadcasting which have outlived their effectiveness and relevance.  

Dr N Bhaskara Rao (2001): What is dotcommon about Indian media? (for The Asian Age)

The article explains how Tehelka has unleashed dotcom journalism by capturing the true degree of corruption, setting a benchmark in the very scope of journalism for the media industry.

Dr N Bhaskara Rao (2001): Converge or Quit (for The Asian Age)

The article discusses the much hyped Communications Convergence India (CCI) bill 2001 and how it could usher in an Internet revolution for India.

Dr N Bhaskara Rao (2001): Of content and control (for The Frontline)

The article reveals how much of the content of Indian news media is based on the guiding formula and criteria promoted by foreign-dominated agencies having their interest in big corporates.

Dr N Bhaskara Rao (2001): The TV Trap (for The Asian Age)

The article discusses the TRP (Television Rating Points)-trap television in India and why the revelations should be viewed as a wake-up call for the industry.

Dr N Bhaskara Rao (2001): Missing in Action: Support for us (for The Asian Age)

The article reveals the pre-determined focused analysis of responses and the selectivity practiced by the media in the coverage of public opinion poll findings.

Dr N Bhaskara Rao (2000): What stops India from becoming a media hub? (for Financial Express)

The article discusses why India has not become a content capital and media hub, while exploring the shortcomings of the Budget 2000 proposals for the entertainment sector.

Dr N Bhaskara Rao (2000): More of marketing than mass media (for The Times of India)

The article explores mass media’s tendency to go overboard in its coverage of events and occasions and how this very trend calls for a change from the term ‘mass media’ to ‘marketing media’.

Dr N Bhaskara Rao (2000): Leap frogging through convergence (for Cable Quest)

The article explains why our country needs ‘leap frogging at the rate of convergence’ of technologies (IT, broadcast and telecom).

Dr N Bhaskara Rao (1999): Poll Eve opinion surveys – past & present

The article examines the growth and proliferation of poll surveys over the last 30 years, the methodologies, limitations and overall credibility of free poll surveys and exit polls.

Dr N Bhaskara Rao (1999): Poll Surveys – Is psephology a science?

Those who conduct pre-poll and exit poll surveys claim to be psephologists and insist on describing psephology a science. The media too often echoes such an impression. To what extent is psephology a science?

Dr N Bhaskara Rao (1999): Exit polls – pros & cons

The paper examines how reliable exit polls are and why there is so much variation in the estimates of poll surveys in the context of the 1999 election to the Lok Sabha.

Dr N Bhaskara Rao (1999): Exit polls: pros and cons (for The Hindu)

The article examines how pre-poll and exit polls affect voters and campaigns and why banning or restricting media coverage of these surveys is not the right step.

Dr N Bhaskara Rao (1999): Pre-Poll and Exit Poll Surveys have come to stay (for Politics India)

The article explains why electoral surveys both pre-poll and exit polls are here to stay. Also explained are election-specific considerations, methodological issues, data analysis and estimation and method of interpretation of these surveys.

Dr N Bhaskara Rao (1999): Parties & Cadres and voter turnout

Increasing number of keen contests and polarization of political forces particularly with birth of more and more state parties is expected to result in a higher percent of votes becoming members of one or the other party. But has it?

Dr N Bhaskara Rao (1999): Family Planning Communication in Retrospect- The Indian Scene with Bihar case

Dr N Bhaskara Rao (1999): DTH, yes, but with regulations (for Financial Express)

Will DTH help TV become a medium of enlightenment, information and not merely entertainment? Can we think of DTH as a means of reaching rural India more extensively, as is being attempted in China? The article explores the challenges and opportunities.

Dr N Bhaskara Rao (1999): Forbidden curiosities (for The Observer)

 The article discusses the roles and responsibilities of the media in covering inter-state conflict, with special focus on the Kargil war.

Dr N Bhaskara Rao (1999): Corporatising Prasar Bharati (for The Hindu)

The article explores corporatization as the only option available today for Prasar Bharati to make the transition into a dynamic media environment and ensure it a chance to compete with its rivals.

Dr N Bhaskara Rao (1998): Television found more credible by voters (for Cable Waves)

The article explains how television is emerging as the primary source of information and the media has higher credibility than ever before after the recently concluded elections (1998).

Dr N Bhaskara Rao (1998): India: birth of the Prasar Bharati (for Commonwealth Broadcaster)

The article discusses the challenges before Prasar Bharati corporation to transform and present itself from a state controlled media to that of an autonomous one.

Dr N Bhaskara Rao (1998): logic doesn’t work; one it can be five or zero

Dr Rao discusses the verdict of the 12th general election, what the voter has said through his ballot and how public aspirations have changed over the years.

Dr N Bhaskara Rao (1998): Getting them right (for Advertising and Marketing)

The article examines opinion polls in regard to elections and the expectations that it must meet in order to be considered reliable and systematic.

Dr N Bhaskara Rao (1998): Experiments with Prasar Bharati (for Deccan Herald)

The article explains why the government should have formulated a national media policy before legislating the Prasar Bharati Act.

P N Vasanti (1998): Whiz Kids (for Parenting)

How have Television and Internet affected and altered our lifestyles? What are their implications for our children? What can we do to get the best from these technologies? Find out.

Dr N Bhaskara Rao (1997): Poll-Eve Public Opinion Surveys: The Indian Scene (for Wapor Newsletter)

The article discusses pre-poll surveys, the unease with the quality of poll-eve surveys in India and how this exercise reflects at best the trend, mood, and direction of the election outcome.

Dr N Bhaskara Rao (1997): To control or not to control (for the Pioneer)

Dr Rao writes about the importance of regulating the broadcast scene in the country and why instead of two different regulatory authorities, we should only one on the lines of the US Communication commission.

Dr N Bhaskara Rao (1996): State should support national broadcaster (for Weekend Observer)

Dr Rai interviewed by Weekend Observer on the topic of Minister of Information and broadcasting C M Ibrahim’s move asking Doordarshan to be self-sufficient.

Dr N Bhaskara Rao (1996): Technology and gaps in communication (for Hindustan Times)

The article discusses the several challenges to the very process and technology of communication and the many contradictory things going on in our public life today.

Dr N Bhaskara Rao (1996): Media reforms: missing initiatives (for The Hindu)

The article calls on the urgent need to constitute a Cable & Satellite Board under the overall preview of an Independent Broadcasting Commission of India or its equivalent.

Dr N Bhaskara Rao (1996): Indian Advertising Scene: Perspective beyond 2001 (for Cable Quest)

The article explores the advertising boom in mass media, the scope of advertising in TV, and the share of the press in total advertising outlays.

Dr N Bhaskara Rao (1995): Media should be people-oriented (for Financial Express)

As the Social Audit head of Public Utilities and the Mass Media, Dr Rao sums up the present media scenario, and how the information gap between the rich and the poor is widening and it can be bridged.  

Dr N Bhaskara Rao (1995): Interview with The Sunday Observer

Dr Rao reveals the murky side of some newspapers and magazines, exposing a famous case when they manipulate pre poll surveys to promote certain politicians and political parties, or the agencies conducting them.

Dr N Bhaskara Rao (1995): Emerging media and the Changing Press Scene: Role of Small and Medium Newspapers (for Indian Federation of Small and Medium Newspapers – IFSMN)

The article discusses the structural changes ahead for the Indian media scene and how small nd medium sized newspapers can cope with the increasingly competitive scenario.

Dr N Bhaskara Rao (1995): Retailers will become information vendors (for BrandWagon)

Dr Rao discusses his findings from his research-based report titled Mass Media and Marketing Communications: Perspectives into 2020, with regard to the media and advertising industry.             

Dr N Bhaskara Rao (1995): New Playing Field (for The Financial Express)

Dr Rao discusses how modern technologies have opened up huge vistas for multi-media, and satellite and cable-based media and how mass media stands to benefit from this convergence.                                                                                                                                              

Dr N Bhaskara Rao (1994): Seshan is the real hero of this poll. He is like Krishna in the Mahabharat (for The Sunday Observer)

Dr Rao who in 1976, told Indira Gandhi that she was on her way out risked his credibility all the more by predicting a Telegu Desam sweep in Andhra Pradesh. – a prophecy which has been hotly contested by the ruling Congress party. In this article, he tells why he had no need to change his prediction.

Dr N Bhaskara Rao (1992): Why Indian market is out of touch with reality (for Panorama)

The article questions the very direction of Indian market research in today’s scenario, and how this exercise has come to overlook the interest of the public at large.

Dr N Bhaskara Rao (1987): Rights & wrongs of pre-election opinion polls (for Media Monitor)

Dr Rao, with his experience of conducting opinion polls over the last 16 years discusses the urgency for professional ethics in conducting opinion polls.

Dr N Bhaskara Rao (1987): Rights & wrongs of pre=election opinion polls (for Media Monitor)

The article discusses the impact and added complexities of opinion polls on campaigning and even on actual voting needs in the specific context of elections.

Dr N Bhaskara Rao (1987): Polls Apart (for Sunday Mail)

Dr Rao identifies some of the factors a reader should take into account while reading the poll data, the role of opinion polls in a developing society and the impact it has on people.

Dr N Bhaskara Rao (1975): As instruments of change (for National Herald)

Dr Rao explains how an economics of communication can enable us to determine the human and social investment in mass media at all levels, and the human and social pay-offs from these investments. 

Dr N Bhaskara Rao (1969): Is DTH an ideal option for India?

Is Direct-to-Home Television (DTH) economically beneficial for the country and socially desirable for the people? The article explores the challenges and opportunities.

Dr N Bhaskara Rao: A few reasonable restrictions only (for The Pioneer)

Dr Bhaskara Rao examines the implications of cross media restrictions and foreign equity participation in the proposed Broadcast bill of 1996.