Abstract

Backbone of democracy is media which act as a bridge between society and government. The media plays a constructive role in today’s society from increasing public awareness to collecting view and opinions of people in various issues. The media hold the position of trust and social responsibility. Social responsibility is an ethics that guide any action, be it media or different organization that put an obligation toward the environment, society, economy, and culture. In this research, researcher tries to find out the whole process of each campaign organized by NDTV and how social responsibility theory of media is fulfilled by these campaigns. In this research paper qualitative analysis is used for finding the impact on audience after initiating these campaigns. This research paper will benefit the other news channel to be responsible towards their social responsibility theory of media. Through this research paper it is recommended and suggested to all news channels to organize campaign and resolve the social issues of this country. It is also suggested that Universities must include social responsibility theory in journalism course for students in order to raise awareness about social responsibility and promote youth to take active participation in the campaigns.

Key words: Media, campaigns, Social Responsibility Theory of media, News channel, Social issues, Universities.