It remains a fact that media has a direct influence on voters, but few voters are aware of the extent of corporate takeover of media in recent times. This has brought in the much-needed infusion of big capital, but at a price — the sacrifice of jourlistic principles at the altar of commercial interests. As media house owners bow to political clout, allowing space in their newspapers, periodicals or TV channels to be misused for persol benefit — jourlists are induced or put under pressure to write favouring a particular candidate or discrediting his opponent. These ‘paid for’ write-ups, which are for all practical purposes advertisements or advertorials, are then fobbed off on readers as bofide (if opinioted) news items. While ruling against rottam Mishra, the EC has noted that the public, in general, ‘lends more credence to news than advertisements of parties and candidates’ — and publication of such advertisements in the garb of news by way of paid news ‘amounts to deceiving the electorate’. Leading jourlists like P Saith and Paranjoy Guha Thakurta have been warning of this trend that threatens to take away the credibility of jourlists in the long run. And they have pointed out that the quasi-judicial Press Council of India (PCI), for all its watchdog zeal, does not have real investigative powers to track illegal transactions in cash or kind that are connected with paid news. So far the PCI has kept a fair eye on violations of jourlistic ethics of fair and objective reporting in specific instances, but it remains toothless.