Role of media in achieving millennium development goals

Sustainable development refers to a mode of humandevelopment in which resource use aims to meet human needs while ensuring the sustainability of natural systems and the environment, so that these needs can be met not only in the present, but also for generations to come. Sustainable development encompasses four domains -economic, ecological, political and cultural sustainability. In order to have a sustainable world, it is very important to achieve the Millennium Development Goals (MDGs). The role of mass media has been phenomenal in eradicating extreme poverty and hunger. Today, attaining Universal Primary Education has been on the top of the agenda of every government. Today women are more empowered, there is reduction in the Child Mortality Rates and improvement in maternal health which have been possible due to the intervention of mass media. Further, media have been able to create ample awareness across the globe in combating HIV/AIDS, malaria and other diseases. To achieve MDGs, it is very essential to have a global partnership for development wherein developed countries contribute for the progress of developing countries. Through its preventive, curative, rehabilitative, developmental and correctional approach, mass media have become a key stakeholder contributing to move towards accomplishing the MDGs. The paper discusses on role of mass media in realizing all the eight MDGs