PKF feels that the existing media in this age of globalisation and commercialization is providing nothing for the weaker and deprived sections of the society. In such a situation PKF is working to integrate communication more effectively in the development process.

One of the major objectives of the Aadhar Alternative media is to train (especially tribal and deprived sections) in theatre, print, creative media and journalism, so that our youth become self reliable and find employment oppourtunities for themselves. This will help them to address the issues of the society from where they come because they hardly get any chance of expression in the existing media.