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Preamble
Our Constitution, protecting freedom of expression, guarantees to the people through their press a constitutional right, and thereby places on journalists, like us, a particular responsibility. Thus journalism demands of its practitioners not only industry knowledge but also the pursuit of a standard of integrity proportionate to the journalist's singular obligation. To this end DNA sets forth this Code of Ethics as a standard encouraging the highest ethical and professional performance.
I - Responsibility.
The primary purpose of gathering and distributing news and opinion is to serve the general welfare by informing the people and enabling them to make judgments on the issues of the time.
Journalists who abuse the power of their professional role for selfish motives or unworthy purposes are faithless to that public trust. The press is intended not just to inform or just to serve as a forum for debate but also to bring an independent scrutiny to bear on the forces of power in the society, including the conduct of official power at all levels of government.
II - Freedom of the Press.
Freedom of the press belongs to the people. It must be defended against encroachment or assault from any quarter, public or private. Journalists must be constantly alert to see that the public's business is conducted in public. They must be vigilant against all who would exploit the press for selfish purposes.
III - Independence
Journalists must avoid impropriety and the appearance of impropriety as well as any conflict of interest or the appearance of conflict. They should neither accept anything nor pursue any activity that might compromise or seem to compromise their integrity.
IV - Truth and Accuracy
Good faith with the reader is the foundation of good journalism. Every effort must be made to assure that the news content is accurate, free from bias and in context, and that all sides are presented fairly. Editorials, analytical articles and commentary should be held to the same standards of accuracy with respect to facts as news reports. Significant errors of fact, as well as errors of omission, should be corrected promptly
and prominently.
V - Impartiality.
To be impartial does not require the press to be unquestioning or to refrain from editorial expression. Sound practice, however, demands a clear distinction for the reader between news reports and opinion. Articles that contain opinion or personal interpretation should be clearly identified.
VI - Fair Play.
Journalists should respect the rights of people involved in the news, observe the common standards of decency and stand accountable to the public for the fairness and accuracy of their news reports. Persons publicly accused should be given the earliest opportunity to respond. Pledges of confidentiality to news sources must be honored at all costs, and therefore should not be given lightly. Unless there is clear and pressing need to maintain confidences, sources of information should be identified.
These principles are intended to preserve, protect and strengthen the bond of trust and respect between DNA Journalists and the people of this country, a bond that is essential to sustain the grant of freedom entrusted to both by the nation's founders.
Journalistic integrity and independence is the heart and soul of the newspaper enterprise. In other words, it is an essential prerequisite for success in the news and information business that our customers believe us to be telling them the truth. If we are not telling them the truth . or even if they, for any valid reason, believe that we are not . then DNA cannot prosper.
VII - Professional Ethics
The policy aims at setting the highest standards of professional ethics and integrity for all the members of the editorial staff of DNA by turning down all gifts and favors of any kind or value, offered by any PR agency, within the office premise or outside. Violation of this policy, by any member of the editorial staff of DNA, whether full time or part time, is treated as breach of acceptable standards of professional ethics and integrity.
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ADVERTISING IS NOT FREE.
BUT THE CHOICE TO ADVERTISE SHOULD BE.
From luring the brands with incentives to no-escape clauses in their advertising contracts, the industry is stooping to newer lows for gaining advertising revenue. However, at DNA, we still hold a torch to some old-fashioned traditional values. Our principles guide us.
i. No exclusive clause
We have no qualms if you choose to advertise in other publications along with DNA. While advertising with us, you are also free to choose any other vehicle or publication, so as to best serve your brand’s communication needs.
ii. No spend-share clause
You are free to decide how much of your communication budget you want to spend with us. We won’t compel you to spend a certain share of your budget with us.
iii. No ‘first us’ clause
With whom do you want to advertise first is absolutely your call. There is no compulsion for you to publish your ads with us first.
iv. No minimum lock-in period
There is no clause to lock-in your ads with us for any particular duration of time. You have the freedom to alter your media plans and spends as per your needs.
v. No interference with your ownership patterns
The ownership pattern of your company is exclusively your domain and is most sacrosanct to us. We are not going to barter the ad space in DNA for stakes in your company’s ownership.
vi. No penalising clause
In the event of you not being able to meet your advertising commitments with us, there are no penalising tactics in the form of issuing debit notes or the like. We are most open to reworking the advertising plans with you, in case there are any changes in your business conditions.
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