He also said that as Communication and Information Technology Minister he is against excessive use of provisions in the IT Act to curb the freedom of social media.
Inaugurating national consultation on Media Law organised jointly by the Law Commission and the National Law University, Delhi, the minister said he personally feels that self regulation by the media was the best way to go about functioning.
He said the media will have to take care of issues like paid news, fake sting operations which are used to further vested interests and trail by media.
Prasad said for the NDA government, the independence of media is "non negotiable" and those in the political class should realise that media has a right to criticise, condemn and even advice.
Terming the trend of paid news as "sickening", he asked the media to "correct" the malice.
On the issue of right to privacy, he said the media has not yet found a "bridge" between its rights and a person's right to privacy.