ISLAMABAD: To improve the ethical standards of journalism in Pakistan, more collaboration and interaction between academia and media industry needs to be created. This would enable institutionalization of new knowledge generation at academia and better use of research at the media industry level. This was consensus of the interactive session held here at the National University of Modern Languages (NUML), Islamabad on Thursday. Industry experts, media professionals and academicians like Syed Asim Raza, Puruesh Chaudhery, Akram Malik, Salman Haider Sheikh and Dr. Anwar Nasim attended the seminar along with a large number of students, scholars and faculty from the Mass Communication department. Pakistan ranks at 98 among 140 countries in the world on academia-industry collaboration measured by the Global Competitiveness Report 2015-2016 of the World Economic Forum. The participants concluded that strong academia and media industry collaboration is the only way to improve the ethical standards for the media industry. Speaking on the occasion, Prof Dr Anwar Nasim, President Pakistan Academy of Sciences said, “Individuals can play key role in socio-economic development of any nation, these are abbreviated as Non-Governmental Individuals”. He further said, “The youth of the country must decide what they want to thrive in; they should then ensure that their maximum potential is utilized so they can make their mark on the society and their respective field both in their personal and professional lives.”