The media plays a vital role in creating awareness, mobilizing people and making development participatory through advocacy and by transforming knowledge, skills and techniques to the people. Newspapers are an important form of mass media, which plays a significant role in health promotion and is crucial for social development. The media can make a difference by advocating the importance of good nutrition and its benefits, reaching out and empowering families to prevent causes of under nutrition like diarrhoea, malaria, poor infant feeding practices and poor hygiene practices. The major objective of this paper was to examine how media as a development partner and acts as a change agent. It also assesses the involvement of media in development activities through different strategic engagement of media in Rajasthan. It finds out challenges and suggests measures for the efficiency of the media as a sustainable partner. The media consequently has to be seen as an important partner in the development paradigm, with its own views and agenda, rather than a delivery mechanism for scientific messages.