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Media is considered the forth pillar of any modern day state as it plays a very vital in creating and shaping of public opinion and building a society. This research focuses on the role of media in the upbringing of the young generation. The study comprises of few practical definitions and kinds of media. The research highlights the means and methods in which media influences the character building of little kids. The research brings to lights the positive and negative impacts of media on the character building of young kids.