These are, we are told, exciting times for those in the media. Not an unsubstantiated, flippant contention one would say if one is abreast of all the investments that have been pouring in, the plethora of newspapers and magazines that are being launched every other day, or for that matter the television channels that are going on air till you stop losing count on your fingers. And if you are aware of all the technological breakthroughs that is driving communications today, you would stand firmly convinced that it is indeed so. The media is in flux, and excitingly so. But then it is also time for us to take stock of things by going beyond the exciting headlines that have been tingling our fertile imagination. We need to look at the trees, and miss the forest, for once. For the sake of convenience and space constraints, this write-up will look only at the news media and desist from pedantic number-crunching.