Assertion (A): Media management in India is slowly adopting western business practices at the cost of traditional values and ethics. Reason (R): Global integration has necessitated the adoption of new corporate practices and inevitably, the traditional values are forgotten. Codes: (A) Both (A) and (R) are true. (B) Both (A) and (R) are true, but (R) is not the correct explanation of (A). (C) (A) is true, but (R) is false. (D) (A) is false, but (R) is true. Correct Ans: (B) Explanation: Media organizations in India are gradually shifting towards Western business models. They are focusing more on profit-driven strategies, corporate structures, and digital innovations. As a result, some traditional values and ethics face challenges. The assertion (A) states that media management in India is adopting Western practices at the cost of traditional values and ethics. This is true because corporate strategies now prioritize commercial success over traditional journalistic values. Ownership patterns, revenue models, and audience engagement methods have changed drastically. The reason (R) explains that global integration has forced companies to embrace corporate changes, leading to the loss of traditional values. This statement is also true, but it does not fully explain the assertion. While globalization influences media businesses, the loss of traditional values is not inevitable. Some organizations balance corporate growth while preserving ethical journalism. Since both (A) and (R) are true, but (R) does not completely explain (A), the correct answer is (B). This emphasizes how globalization shapes Indian media but does not necessarily erase all traditional values.