whatever social/national good development organisations pursue to achieve, media can play a prominent role in that achievement. however, capacities and performances are varied across the mainstream media. for influential and bigger media the roles sometimes can be distinctly very prescriptive, regardless of its being of universal good or not, if any such. debates over roles and responsibilities of both media and development organisations rather fuel unnecessary tensions between these two development actors, given their roles are understood to that context. hence rather a set of norms and standards for the both supporting the 'development'- being common for the both based on certain common understanding under a certain context despite having a very varied concept to agree to, need developing and practising for any work in development.