Another significant factor to consider is how the media "spins" events. In reporting, the tone, description, and amount of coverage all form a single narrative that can be controlled and manipulated by media figures, be it from a governmental source or by their backers. In either case, a higher power is causing the story being told to conform to some set of standards, often differing from an objective truth or report.
In the U.S., both of the major political parties accuse the other of manipulating the media to report things in their own favor. The truth of these accusations depends mostly on an individual's personal beliefs.
The role of a spin media, then, is to cause the media narrative to conform to a certain set of standards and rules; objective reporting becomes secondary to the spin itself.
I think that there has to be some further discussion behind "controversial" matters. In many democratic systems, the role of the media is critical in keeping the public aware of what those in the position of power are doing with their authority. In this, the media is part of the promises and possibilities of an open society. At the same time, I believe that the media's scrutiny of people's lives might be something that needs some level of curtailing. In a society that is craving salacious gossip and "the next big thing," there might be a rush for the media that could endure some level of limitation. In a 24 hour news cycle as well as constant replaying in the world of the internet and the blogosphere, I think that the media might deem something as newsworthy of even "controversial," but could actually be the opposite.
Yet, if the question is dealing with political matters of issues of social concern, I think that the media does have a responsibility to allow the people the opportunity to know what is happening and the impact it has on them. In the end, I would qualify the term "controversial."
Media is regarded as a forth pillar in democratic country, after Legislative, Executive and Judiciary, it is the Media which is for the people, by the people and of the people. Media is responsible for exposing the real face, of a person, object or system. Controversial subjects is the first choice of media because of TRP and rapport. Media presents a particular controversial object, from different angles, so that the readers can form his own view by basing it on his own judgement, rather than being manipulated by other. The unbiased picture of an object, just basing the story on the fact in "Inverted pyramid" style both saves the time of the audience and gives them chance to form their own opinion.
There are many issues, where Media played a crucial role in controversial subject, either by making the truth known, by there hidden camera operation (sting operation) or by having press conferance with general people to take their opinion.