Well, it's that time of year on the Jewish calendar ? the Ten Days of Repentance between Rosh Hashanah, the start of the Jewish New Year, and Yom Kippur, the holy Day of Atonement.

It is a time for reflection and for introspection, for looking in the mirror and tackling our flaws and our faults head-on and making amends.

It is a special opportunity, a chance to improve ourselves and our society ? so in the spirit of these exceptional days, here is some unsolicited advice for a central institution in our lives that desperately needs a dose of repentance ? and just who might that be? Well, of course, it is none other than?. the media....

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Michael Freund served as Deputy Director of Communications & Policy Planning in the Israeli Prime Minister's Office under former premier Binyamin Netanyahu. He is Founder and Chairman of Shavei Israel (www.shavei.org), which reaches out and assists "lost Jews" seeking to return to the Jewish people.