ROLE OF P.C.I.

I am surprising that every daily news paper is establishing that it is a highest circulating paper.I have no problem,but it is confusing.Another question regarding which is a regulatory authority for news paper?Press council of India is a regulatory authority.What are it's duties,up to what extent,how much it is effective?ARE YOU BOUND TO FOLLOW ITS INSTRUCTIONS?Answer is in no.I am giving you an example.I have lodged a complaint against a leading news paper regarding  violation of drugs and magic remedies act 1954 (objectionable advertisements)on 10/09/09. In its reply p c i has given a reply that show cause notice is being issued  to the respondent-editor simultaneously.As when written statement of the respondent-editor is received, the same will be forwarded to you for information/counter comments wide p c i letter no14/661/09-10-p c i dated 19.04.10.Now think that I have lodged the complaint on 10.09.09 and received the reply wide letter dated 19.04. 10. The reply of the editor of the news paper is not received by p c i ,and news paper is still violating the act and since 10.09 09 onwards it is publishing obscenity and vulgarity and heading provocative advertisements as well as GOVT OF M.P.issued a circular in the month of Feb 2008 that all collectors ,deputy collectors, S.P. and Dy S P  are authorized for the prosecution against the violation of the  act.As per my knowledge none has done any actions against them.I HAVE LODGED THE COMPLAINTS AGAINST 20 MANUFACTURERS AND ADVERTISERS SINCE 8 MONTHS. No actions  taken by the competent authorities. I have also requested to the state govt that they are busy officials and it is a secondary job for them,so authorized District Ayurved Officers and DIVISIONAL OFFICER AYURVED OF  division and district level.The notification issued by Govt of Andhra Pradesh under the provision of the act empowering all its drug inspectors to exercise  powers under this section is applicable to entire state of A.P.as per the decision of SUPREME COURT in  Bharat Damodar Kale vs State of A.P.[2003]11 ILD 644(SC).