The primary requirement of citizens in a developing country like India is development i.e. creation of such conditions which could help them in leading a quality and dignified life. The prime responsibility of undertaking and accelerating the task of development is that of the government. Conceptually, development is a state function since it involves policy making, fund allocation and execution on the scheme or the project. But the state cannot take up any development job in isolation. Without people's participation mere could be no development. And without media's help people could not be persuaded to be participatory in the development process. Media's basic job is to make the people understand the important of development, to help them appreciate development, to sensitize them on development issues, to motivate them to come forward and extend support to the development cause, to mobilize them to actively participate in specific projects, to ask them to keep an eye on the progress of these projects, and in case of need to push for a social audit. Media's role also involves extending a helping hand to the government in making right kind of policies, then to publicize these policies to the benefit of people; and publishing or broadcasting words of appreciation in the case of some good work done.