International Journal of Disaster Recovery and Business Continuity Vol.11, No. 1 (2020), pp. 448-466 448 ISSN: 2005-4289 IJDRBC Copyright ⓒ2020 SERSC Australia THE STUDY AND IMPORTANCE OF MEDIA ETHICS Dr.Geetali Tilak Professor, Department of Journalism and Mass Communication Tilak Maharashtra Vidyapeeth,Pune Abstract Media is acting as a bridge between the state and public. It plays a role of informer, motivator or leader for healthy democracy at all levels. Ethics are the inner superintendent decent moralities, ideals and opinions that people use to analyses or interpret a situation and then decide what is the right way to behave. It is free to discharge their duties in the society but media needs to follow ethics in collecting and disseminating the news by ensuring objectivity and fairness in reporting of information to society. Media Ethics is concerned with how a moral media person should behave. The media ethics are values like trustworthiness, respect, responsibility, fairness, truth and self-restraint to be practiced by the media people voluntarily, to preserve and promote the trust of the people and to maintain their own credibility and not betray the faith and confidence of the people. This study is descriptive in nature. The paper focuses on study of Media Ethics and its Importance. The secondary data is collected for this study from books, journals, websites, research papers. Media ethics are important for proper broadcasting, avoiding misrepresentation of information, to avoid conflict of interest. It is important o promote universal values, truthfulness, accountability and rule of law of equality. Maturity in ethics progresses by identifying values, topics and judging several advices and enduring the other viewpoints on them (Alia 2004)” A person does not one day just become ethical’. Individual grow ethically just as they grow physically and intellectually (Merrill 2011 p.30).A further study is needed and a proper rules and legislations should be framed for media ethics at universal level to protect the interest of individual and society. Keywords: Media, media ethics, news, freedom of press, social responsibility. I. Introduction: Information is vital for the functioning of a true democracy. People have to be kept informed about current affairs and broad issues related to country. The media, fourth estate of providing valuable information for growth and rights of people. While playing the role of informer, the media also takes the outline as persuader and a leader. The Press Council of India formulated guidelines to achieve a balance between the right to privacy of the public persons and the right of the