This is a presentation about TWO of the PG Programmes at SNDTWU Juhu campus in Mumbai and how PG education is essential for careers in media. This was presented on March 13-14 at SNDT Ghatkopar and Matunga.

1. Role of Post Graduate Education
for Careers in Media
Mira K Desai, PhD
Associate Professor and I/C Head
University Department of Extension Education

2. 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

3. 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

4. Communication, Media, Entertainment:
Sectors
• Print: Newspapers, Magazines
• Broadcast & Cable TV
• Radio
• Publishing
• Movies
• Mobile and Telecom sectors
• Event Management
• Gaming, Music and Animation

5. Communication & Media: Allied Sectors
• Acting
• Advertising
• Journalism
• Sales and Marketing
• Public Relations
• Management
• Telecommunication
& Engineering
• Art
• Beauty industry
• Computers
• Design
• Finance
• Fitness
• Food
• Transport

6. Media Sector
Mass Media:
Print: Newspapers &
Magazines, Radio, TV
Films
Other Media:
Publishing: Books
Mobile & Telecom
Internet
Outdoors & Events
Advertising
Acting
Journalism
Public relations
Tele Com Engineering
Beauty & Make Up
Art & Design
Computer engineering
Fitness
Food
Transport

7. 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

8. Media Education/Training: Stakeholders
Training
institutes
Students
Media
Professionals
Society
MARKET:
Media industry
STATE
Regulators

9. 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

10. Formal Media Education:
Process or Product…?!
JOB
Curriculum
Evaluation
Objectives
TRAINING
Create/Test
Quality of Outgoing
Professionals
Degree
Teacher
Class room
Students

11. Broadcast India 2007
Industry
Another
Industry

12. Training Requirements in Media &
Entertainment Industry
Technical Content Logistics
• Marketing
• Distribution
• Servicing
 Creative
 Execution
 Assistance
Planning
Strategizing
Scheduling
Research

13. IGNOU 2009
Formal Training in Media: Present Avenues
Technical Content Logistics
• Marketing
• Distribution
• Servicing
 Creative
 Execution
 Assistance
Planning
Strategizing
Scheduling
Research

14. 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’

15. 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

16. Trends in last
decade
Ownership
Co-existence
of big and small
Distribution
Digitisation &
Last mile,
Globalisation
Consumption
Multiple access points,
Lack of loyalty
Indian
M&EI

17. 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

19. 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

24. 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

25. THANK U for UR TIME & PATIENCE…
drmiradesai@gmail.com
sndtmedia@hotmail.com