Dr Rai while speaking on the role of media said that , in today's world, the media is just mirror imaging the societies overt interest in violence, sex and gossip .

He said that the media needs to relook at its stated role of just reflecting the moods and needs of the civil society. It needs to seriously think where or not it is their duty as opinion makers and communicators to bring back the value system, the caring and concern and make a balance between pure commercialism and their duty towards society at large.

A lot of thought and soul searching needs to be done on whose duty it is to preserve society's value systems. Is it the preserve of only religious leaders and gurus and saints. Leading news agencies like CNN, Fox News, MSNBC, ABCNEWS, BBC News, C-SPAN, CBS News, CNBC, NBC News, New England Cable News, All News Channel, Sky News, Independent World Television

Similar was the case with newspapers like Sun (UK), Philippine Daily Inquirer (Philippines), Philippine Star (Philippines), Manila Times (Philippines), New York Times (USA), Montreal Gazette (Canada), Manila Bulletin (Philippines), Guardian (UK), Le Monde (France), Daily Mail (UK), Halifax Herald (Canada), Daily Jang (Pakistan), Mirror (UK), El Nuevo Dia (Puerto Rico), Daily News (Canada), Times (UK), Daily Star (UK), Vecernji List (Croatia), El Tiempo (Colombia), USA Today (USA), El Comercio (Ecuador), Al-Ahram (Egypt), Apple Daily (China), Apple Daily (Hong Kong), Dallas Morning News (USA), Independent (UK), El Mundo (Spain), El Vocero de Puerto Rico (Puerto Rico), La Presse (Canada), St. Louis Post-Dispatch (USA), Washington Post (USA), A Bola (Portugal), Toronto Star (Canada), Telegraph (UK), Los Angeles Times (USA), International Herald Tribune (France), Orlando Sentinel (USA), Oriental Daily News (China), Oriental Daily News (Hong Kong), Sydney Morning Herald (Australia), Globe and Mail (Canada), El Universo (Ecuador), Australian (Australia), Straits Times (Singapore), Express (Trinidad and Tobago), New Zealand Herald (New Zealand), Trinidad Guardian (Trinidad and Tobago), Le Figaro (France)La Republica (Peru), Times of India (India), Daily Courier (Canada), News of the World (UK), Toronto Sun (Canada), Slobodna Dalmacija (Croatia), Guyana Chronicle (Guyana), Clarin (Argentina), Miami Herald (USA), South China Morning Post (China), South China Morning Post (Hong Kong), Montreal Mirror (Canada), El Nacional (Dominican Republic), Orlando Times (USA), Sun Star Cebu (Philippines), El Pais (Spain), Le Journal de Montreal (Canada), Daily Khabrain (Pakistan), La Repubblica (Italy), East African Standard (Kenya), San Diego Union-Tribune (USA), Nanaimo Daily News (Canada), Irish Independent (Ireland), Edmonton Journal (Canada), Primera Hora (Puerto Rico), Trinidad Newsday (Trinidad and Tobago), Stabroek News (Guyana), Thairath (Thailand), ital News (Canada), Las Vegas Sun (USA), El Comercio (Peru), Extra (Ecuador), Las Vegas Review-Journal (USA), Guardian (Nigeria), Bild (Germany), Houston Chronicle (USA), Ming Pao (China), Ming Pao (Hong Kong), ABC (Spain), O Jogo (Portugal), New York Post (USA), El Deber (Bolivia), Bolivian Times (Bolivia), Pittsburgh Post-Gazette (USA), Evening Standard (UK), Calgary Herald (Canada), El Mercurio (Chile), El Watan (Algeria), El Diario (Bolivia), Cebu Daily News (Philippines), Nawa-I-Waqt (Pakistan), Freeman (Philippines)

He stressed on the need by the Media to look hard at their real role. he called upon them to reflect and look inward . Dr Rai is convinced that t a balance can be found if all put their heads together and while competing in the market place for share agree to a certain basic duty towards civil society on its culture and values.

In india channels like Aaj Tak, star news, Sony , zee and newspapers like times of india Hindustan times, indian express Hindu, magazines like india today, business world, etc should as mature players in the world  also play their part.