One way to fight back against the media is to support campaign to end direct to consumer advertising. I don’t have a figure at hand, but I wouldn’t be surprised if the amount of advertising revenue on mainstream media from big Pharma constitutes 15-20% of the advertising pie. Even the AMA is proposing and end to direct to consumer ads on TV. Australia and the US are the only counties that permit this. Another way to push back is to create and enforce stricter rules regarding board of directors. All the major news outlets save CBS have at least one board member who sits on the board of a major pharmaceutical company. So when it comes time to run a story, or debut a new miracle drug, media board members, whether consciously or not are making decisions that have to do with content and news, that directly impact an area of their lives in which they have a vested interest. This is a conflict of interest plain and simple. We need to strategize some campaigns around this. I think Ralph Nader and Pro Publica and the AMA are possible partners. Anyone?