This paper is an attempt to explain the basic principles and philosophy upon which the media is set to operate and function efficiently and effectively. It further examines the degree to which the economic status of the media which is imperative and perhaps a determining factor of what the media do and how they operate influences the content and the form of the press products. This resulted to the media less adherence to their basic principles and philosophy. The paper justifies the need for consistency and a synergy between the content of the media and the expectations of the audience. The media whirls struggling for their economic standard and sustainability must not compromise ethical standard in achieving their core objectives.