The Media has never seemed as powerful as it is being perceived in the present context. With every passing day, it is gaining credence in every possible aspect of our lives. As a result, the media as an industry in itself involves humungous stakes. Add a few mammoth conglomerates controlling the media the world over to this equation – and we have a perfect recipe for super rich media barons manipulating the media to serve their business interests. The entry of DNA and The Hindustan Times has seen a media battle being fought on the streets of Mumbai like never before. With an estimated Rs700 Crore (NRS 2006) as its clean annual profit, The Times of India was more than ready to take on the challenge. The media barons on both side of the fence seem more than eager to tap on the immense potential of the financial capital of India. There’s more to it than what meets the eye. Simply because this particular face-off isn’t a question of just annexing the print media domain of the city that never sleeps. Instead, there is a much bigger pie involved. Taking on TOI in Mumbai meant as good as challenging the lion in its den. The old lady of Boribunder was finally up in arms against formidable rivals. The mêlée had begun much before the hyped launches commenced. The obvious disadvantage that TOI had to start off with was that the poaching for human resources was completely one sided – both the competitors were new on the block. This took the face off to an entirely different level. For the first time, TOI was struggling inspite of the enviable tag of the ‘Earth’s largest selling English daily’. Pradeep Guha – the man behind the ‘advertorial’ change of face of TOI switched places and we knew that another ‘over-the-counter-news’ shop (read DNA) was in the offing. Ayaz Memon took over the mantle at DNA along with several other who’s who of the print media domain. The Hindustan Times too upped its ante with Vir Sanghvi leading from the front. You probably couldn’t ask for more! Among various measures apart from augmentation of salaries was the change in the look and feel of TOI. Times International, Mumbai Mirror and ‘100 pages every morning’ were among the few concepts being harnessed by TOI to tire out the readers even before they could think of trying out either HT or DNA. More than the content, style or presentation, low prices too were resorted to lure readers away from their decades old habit. A much more media savvy and informed populace meant that the intellectual front too wasn’t spared. It seemed as if somebody had finally managed to give TOI a wake up call. Media critics now had a few more avenues for TOI bashing. With all this and more, the media war witnessed by Mumbai has been one of its kind. But then, step outside the drawing board and the game seems entirely different. The dynamics of media dominance have never been as vibrant and multi-dimensional. Thus, to get a feel of the ground realities, there was a need to interact with the citizens of Mumbai and draw conclusions accordingly. CONCLUSION The Times Of India (TOI) was the one which set the standards for every one – a leader in the true sense. But with time and the advent of the likes of Pradeep Guha and his advertorials, the leader is leading all other publications towards crass commercialisation. It is a pity that a publication with the class and financial muscle of TOI had to resort to advertorials. The over-commercialisation of TOI has led to a great downfall in its credibility. Lead stories on the front page being sold for a price amounts to what a professor of Journalism had once remarked – sheer prostitution of journalism. The display and the layout design of TOI might be unmatched but then, the rising awareness among the populace with regards to the media will not let it get away with this utter disregard to the basic principles of journalism. Taking into account the hold that TOI has over the market, the expertise it has at its disposal and above all its status as the largest selling English daily in the world – it was disappointing in the way journalistic standards were conveniently overlooked. However, one of the major factors why it is difficult for any competitor to unseat it from the numero uno position is that TOI has become a habit for Mumbaiites. Unless you read The Times Of India, a feeling of missing something is on our minds throughout the day. Wish TOI could mend its ways and we could get our good ‘ol Times back again.