I am a keen watcher of the local electronic media. I believe this is the real media which caters to my issues and concerns. While doing a comparative analysis of the local electronic media of Kashmir I am afraid there is very little to boast about. Let us have take on the channel which is claimed to be the best by its administrators among the local 24×7 channels. While doing such they forget to remember the golden quotes. 'They don't live in iron curtains', 'public hain sub janti hain'. Take the promos of the channel, featuring Amir Khan and Co of Rang de Basanti as brand ambassadors of the brand. One wonders though whether Amir Khan knows that his services are being utilized as an eyewash and audience is being fooled in such a manner that they think it's Aamir Khan acting it out for the very channel. How happier would be the producer of the film Rang de basanti whose piece of art is being done and dusted somewhere far away from his stretch of imagination. If this is not enough the other channel telecasts Dr Shahid's programme "The end of time". What the channel administrates though never forget is to superimpose their own logo over the ARY. No need of watching ARY now for our own channel delivers the videsi brand in desi bottles. This is sheer dishonesty. And reminds me of the creative mastery of Jaspal Bhatti who though entertains viewers with his own humorous recipe but the title reads "Misdirection by Jaspal Bhatti".