"Media development specialists and activists need a concept of media development that understands and addresses the deeply political nature of the media as an institution. We also need a way to cope with rapidly changing technology and the media's increasingly global nature. Media development is as much about building strong political foundations for independent media as it is about high-quality journalism. It also requires integration and scaling up within broader democratic governance reforms. This type of media development depends on engaging with a wider group of actors at the count ry level, not just journalists, editors and other media agents, but also civil society, private sector, and government representatives. It requires activists to develop more sophisticated analysis and policy positions that consider the broader institutional and governance framework for the media. For the purposes of this essay, I will refer to this effort to engage with a wider group of change agents in society on media reforms as a demand-driven approach. Media reform efforts that fail to engage with local actors and build consensus and sustainable structures within their societies can actually impede media development and the critical freedoms and responsibilities on which it rests. While journalistic skills and business models for the news media are critically important, sustainable reforms in media systems require an environment that produces two outcomes: (1) political acceptance of open debate, vigorous fact-finding, and open dissent; and (2) quality journalism based on fairness, high ethical standards, and accuracy." (Page 31)