Role of Post Graduate Education for Careers in Media

Mira K Desai, PhDAssociate Professor and I/C Head

University Department of Extension Education

INDIA…Mera bharat mahan

• 2nd most populated country in the world• 7th largest in terms of geographical area• 6th nation to have gone in outer space• 10th to have self-sufficiency in agriculture

production• 10th largest telecom network in terms of number

of phones• 6th in the list of mega-biodiversity countries

Present INDIA is….

• Rural (72 %), Labour force in Agriculture (60%)• Young (65 % below 30 years of age)• Better literate (increase in absolute numbers)• Highly populated (density of 324/S.km.)• Population growth rate is going down• ‘Model of multicultural diversity’ (UNDP Human

Development Report 2004) • Land full of contradictions yet united by policy

framework

Communication, Media, Entertainment: Sectors

• Print: Newspapers, Magazines• Broadcast & Cable TV• Radio• Publishing• Movies • Mobile and Telecom sectors • Event Management• Gaming, Music and Animation

Communication & Media: Allied Sectors

• Acting• Advertising• Journalism• Sales and Marketing• Public Relations• Management• Telecommunication

& Engineering

• Art• Beauty industry• Computers• Design• Finance• Fitness• Food• Transport

Media Sector

Mass Media:Print: Newspapers & Magazines, Radio, TV

Films

Other Media:Publishing: BooksMobile & Telecom

InternetOutdoors & Events

AdvertisingActing

JournalismPublic relations

Tele Com Engineering

Beauty & Make UpArt & Design

Computer engineeringFitnessFood

Transport

Today….media in India…• Public service broadcasting by Doordarshan and

All India Radio• Educational broadcasting by IGNOU• 800 Television channels• 300 FM radio and 100 community radio stations• RNI registered no of newspapers, as on 31st

March, 2008: 69,483• 1132 features produced in 2007 (total of

US+China+Japan in 2008)• Emerging markets of mobiles & Internet

Media Education/Training: Stakeholders

Traininginstitutes

Students \Media

ProfessionalsSociety

MARKET:Media industry

STATE Regulators

Making of Media Professional

• Learning by doing/experience• Informal Mentoring by seniors• Courses run by Individual expert• Traditional-Open-Professional universities • Institutes of National Importance • Deemed-to-be universities• Training institutes of media houses • Private/Commercial Institutes

Formal Media Education: Process or Product…?!

JOB

Curriculum

Evaluation

Objectives

TRAINING

Create/Test Quality of Outgoing

Professionals

Degree

TeacherClass room

Students

Broadcast India 2007

Industry

Another Industry

Training Requirements in Media & Entertainment Industry

Technical Content Logistics

• Marketing• Distribution• Servicing

Creative Execution Assistance

Planning

StrategizingSchedulingResearch

IGNOU 2009

Formal Training in Media: Present Avenues

Technical Content Logistics

• Marketing• Distribution• Servicing

Creative Execution Assistance

Planning

StrategizingSchedulingResearch

Challenges in Training for Media

• Diversity of Language/cultures/markets• Understanding/balancing rural-urban

markets• Segmenting Audience tastes/groups• Lack of ‘holistically’ trained personnel• Increasing role of ‘technology’

HR requirement versus Media Training Institutes

• Severe imbalance in demand-supply• Shortage of ‘Specialists’ versus lack of

‘Generalists’• Privatization leading to lack of training

and emphasis on placement• Direct impact on the Quality of media

and Representation of the society

Trends in last decade

OwnershipCo-existence

of big and small

DistributionDigitisation &

Last mile, Globalisation

ConsumptionMultiple access points, Lack of loyalty

Indian M&EI

Post Graduate Diploma in Communication & Media at SNDTWU

• Started in 1994 under ‘Home Science’• Only word of mouth publicity• 16th year of university education• Reasonably priced- 8,000 to 44,000• Holistic course- Alumni of 170+ • Great alumni record even one NRI student

Master of Science in Extension Education at SNDTWU

• Started in 1982• Two-years full time programme• Subjects like Socio-economic environment of

India, Community Development, Gender, Communication, Media Production, etc.

• Weekly field work with NGOs for first year• Scope for development as well as media

sectors in terms of professional careers

UG degree will quickly get you job but PG degree will

give you PROFESSION

Time that you spend in studying and money you

spend for the programme gives you quick returns

THANK U for UR TIME & PATIENCE…

drmiradesai@gmail.comsndtmedia@hotmail.com