Reflections After 38 Years: Will the Twain (Social Sector and Media) Meet?
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By Amitabh Srivastava, Edited By Adam Rizvi, The India Observer (TIO): As life moves from one year to another, I realized that this June, Prayas JAC Society in New Delhi—an organization with which I have been deeply associated—is exactly half my age. 
Prayas JAC Society began its journey in 1988 after a devastating fire ravaged Jahangirpuri, one of Delhi’s largest resettlement colonies, leaving thousands homeless and destitute. Deeply moved by the suffering, especially of children and women, the then Deputy Commissioner of Police, Amod K. Kanth, stepped in to make a difference. With the support of the Delhi Police, the Delhi School of Social Work, and Shramik Vidyapeeth (now Jan Shikshan Sansthan), Prayas was established as a compassionate, community-driven response to the tragedy.
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Over the past 38 years, the organization has responded to one national crisis after another—from the tsunami and devastating floods to earthquakes—while continuing its everyday work of rescuing children from trafficking, child labour, and child marriage. What began as a small initiative has today grown into an umbrella network spread across 12 States and Union Territories.
India’s development landscape is strengthened by a vast network of Civil Society Organizations (CSOs), Non-Governmental Organizations (NGOs), and Voluntary Organizations (VOs). According to official estimates, there were nearly 3.7 million NGOs in the country in 2024, with around 1.3 million registered on the Darpan Portal. Collectively, these organizations constitute what is often described as the fifth sector, working alongside—yet independently of—the government, the market, and the corporate world.
In a democracy, however, this sector cannot function in isolation. Equally indispensable is a vigilant, independent, and socially conscious media.
Interestingly, the media ecosystem is almost as extensive. According to the Registrar of Newspapers for India (RNI), there were 143,423 registered publications by late 2024, published in all 22 scheduled languages as well as numerous regional languages. In addition, India has nearly 393 private satellite news channels and approximately 3,700 digital news portals, according to the Ministry of Information and Broadcasting.
The media’s role extends far beyond reporting events. It shapes public opinion, influences policy, highlights injustice, and amplifies voices that might otherwise remain unheard. Yet, despite sharing many common objectives, there remains a noticeable disconnect between the media and the social sector—a gap that deserves serious attention.
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Having spent my professional life on both sides of this divide, I have had the opportunity to understand both perspectives. My journalism career began in the fast-paced world of evening newspapers, where editions had to be produced within hours. Later, I moved into weekly publications, allowing more time for in-depth reporting and investigative stories.
The second phase of my career brought me into the voluntary sector. For the past 13 years, while heading the media wing of the Prayas Institute of Juvenile Justice (PIJJ) in Tughlakabad, I have worked closely with journalists to secure coverage for the organization’s activities. This experience has given me valuable insights into the changing nature of journalism.
Today’s reporters—particularly those from Generation Z—operate in an entirely different media ecosystem. Digital platforms have transformed news gathering, and journalists work under relentless deadlines. Every newsroom competes in an environment overflowing with information, making speed and relevance more important than ever.
At the same time, NGOs possess an extraordinary wealth of lived experiences, grassroots interventions, and human stories. The challenge lies in presenting these stories in ways that resonate with modern media without compromising their authenticity. Success stories deserve visibility, but so do the painful realities that demand public attention. Building an effective bridge between the media and the voluntary sector is therefore both necessary and achievable.
In this endeavour, we have been fortunate to receive the active support of the India Habitat Centre (IHC), which has partnered with us in expanding this dialogue.
The India Habitat Centre has established itself as one of the country’s premier spaces for dialogue, reflection, and public engagement. While it has long been recognized as a hub for cultural and intellectual activities, it has increasingly become a meeting ground where civil society, academia, public institutions, and the media converge to deliberate on issues that shape contemporary India.
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Under the dynamic leadership of its Director, Prof. (Dr.) K. G. Suresh—a distinguished journalist and academic—the Centre has strengthened its role as an institution committed to advocacy, informed debate, and inclusive public discourse. Its emphasis on bringing diverse stakeholders together makes it an ideal partner in exploring how the media can become a more active collaborator in advancing social change.
The framers of India’s Constitution envisioned a democratic republic founded upon the principles enshrined in its Preamble—Justice, Liberty, Equality, and Fraternity—within a Sovereign, Socialist, Secular, Democratic Republic. Every institution and every citizen shares a responsibility to uphold these constitutional values.
As India progresses toward its Vision 2047, marking a century of Independence, its greatest strength continues to be the Constitution—a living document that has guided the nation through enormous political, economic, and social transformations.
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At a time when the state’s role in direct social intervention is gradually shrinking and market forces increasingly shape public priorities, the voluntary sector offers an alternative model rooted in compassion, participation, and inclusion. To realize its full potential, it must be viewed not merely as a service provider but as an equal partner in shaping India’s developmental future.
History demonstrates the transformative power of media when it engages meaningfully with social issues. The extensive and emotionally charged coverage of the 2012 Nirbhaya case ignited unprecedented public outrage and led to landmark legal reforms addressing crimes against women. It illustrated how sustained media attention can accelerate policy change and mobilize public conscience.
The rapid rise of social media has further democratized communication. Platforms such as X, Facebook, Instagram, and YouTube now enable NGOs, activists, and ordinary citizens to tell their own stories, mobilize support, and challenge dominant narratives. This shift from one-way communication to participatory engagement has fundamentally reshaped public discourse in India.
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Despite being the world’s fourth-largest economy and one of the leading military powers, India continues to grapple with deep inequalities. The Multidimensional Poverty Index indicates that nearly 13–14 percent of the population still lives in multidimensional poverty, highlighting the enormous task that remains.
Addressing these disparities requires more than government action alone. It demands a strong partnership between civil society and the media. While the media can inform, educate, investigate, and hold institutions accountable, civil society organizations can translate awareness into action through grassroots interventions, community participation, and sustainable development initiatives.
The two sectors have always shared a common purpose: serving society. The question is no longer whether they should work together, but how effectively they can build that partnership.
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Curated By Humra Kidwai
