mediation - presentation on mass media studies & production
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mediation mass media studies & production
© Ampat Varghese Varghese 2013
the big picture
the new technologies
© E&Y
the ecosystem
© E&Y
the ecosystem
© E&Y
technology is driving change
© E&Y
emerging markets
© E&Y
media via apps
© E&Y
four dimensions of value
© E&Y
what about mother india in 2013? The digital transformation of the industry has finally entered the implementation phase.
Digitisation of cable in India was rolled out. Phase 1 is now largely complete in Mumbai and Delhi and progressing in Kolkata. Phase 2 is now underway. FDI in cable and DTH will bring in significant interest from foreign strategic investors and private equity players in these sectors.
Films saw robust growth of close to 21 per cent on the back of content that addressed various consumer segments. The digitisation of theatres is close to 80 per cent and projected to be nearly complete in 18-24 months – improving access for audiences and the economics for the business as a whole. Also, macro factors will enable the film industry in India to continue with its robust growth for years to come – rapid urbanization, headroom for multiplex growth and increasing sophistication in production and marketing will continue to drive revenue at near 11 per cent for the next several years. We are not far from achieving our next benchmark – the INR 10 billion box-office film
730 million TV Viewers
181 million Press
159 million Radio listeners
176 million Internet users
Significant potential to grow reach
in a country of one billion
© KPMG/FICCI
what about mother india in 2013? Radio too, is set for the – roll out of new licenses in 294 cities as announced
by the Finance Minister in his Union Budget speech of 2013 – a positive step
that can accelerate the sector’s growth.
Print continues to grow in India unlike in most countries. It has become more
competitive and vibrant over the last few years. And the industry is finally
acknowledging that challenges to its business model, though not immediate,
will emerge eventually. English markets will be challenged by the emergence
of the digital ecosystem first followed by regional markets. However, for the
foreseeable future, growth will continue at 9-10 percent CAGR.
The industry is estimated to achieve
a growth rate of 11.8
per cent in 2013 to touch INR 917
billion. The sector is
projected to grow at a healthy CAGR
of 15.2 per cent to
reach INR 1661 billion by 2017
© KPMG/FICCI
what about mother india in 2013? New media also emerged as a growth driver in 2012 – we saw the impact of
new media revenue for music companies reach critical mass, Youtube
became a significant revenue driver, the App economy in India began to take
off and OTT models are being experimented for TV.
2013 will be the year in which the promise of wireless broadband starts to find
fulfillment. There is a renewed push on 3G and limited launches of 4G
services – which are likely to go wider this year. This should provide content
companies a whole new platform on which to reach, entertain and – engage
its audience of a billion.
There is a dearth of formal training in most
creative disciplines of filmmaking such as
writing, editing, sound, production design,
visual effects and so on. We have no dearth
of talented individuals who are forced to
learn completely on the job due to the lack of
any structured training facilities for them to
avail of. Siddharth Kapur, MD, Disney UTV
© KPMG/FICCI
urgent need of the hour!
Video consumption as we know it
will be transformed by Gen C.
Content creators will need to start
catering to not just creation but
curation, connection and building
communities around their content.
© KPMG/FICCI
questions of approach Pedagogy – child-leading, gurukula system, top-down, rigid,
lecture mode, rote learning, non-autonomous, authoritarian,
culturally-fixed, content/theory driven, external motivation
Andragogy – man-leading, driven by need/reason to know,
problem-centred, internal motivation, experiential, relevance
and readiness
Heutagogy – self-determined, self-directed, experimental,
non-linear, learning how to learn, driven by discover and
inventiveness, innovative
3 contentions The base/foundation laid for Mass Media Studies and
Production is inadequate.
The syllabus is traditional and behind the times by at least 25
years. It is not contemporary, cutting-edge and future-looking
as demonstrated by the focus on five principal mass media -
Film, TV, Print, Radio and Internet.
The pedagogy is not suited for Mass Media Studies and
Production.
new foundation
SCIENCE TECHNOLOGY ENGINEERING ART MATHS
3 domains There are 3 domains that need to intersect/converge at the
foundation-level.
1. Art/Design
2. Science & Digital Technology (software and hardware)
3. Culture/Humanities
NOTE: This convergence cannot be brought about through the present syllabus which is based on the traditional notion of silos.
the present syllabus Introduction to the comprehensive understanding of the five principal mass
media viz. Film, TV, Print, Radio and Internet.
Introduction to the Evolution of Mass Media
To understand how the content of mass media shapes our thoughts, vision, ethics and action.
Analysis of the ways in which content is created in media
To understand creative and technical processes involved in filmmaking, television production, newsprint, radio and the internet.
Introduction to the organization of media and entertainment industries - the financial and commercial part
To delineate the roles and responsibilities of creative, technical and administrative people in media
To familiarize with the career options in media and entertainment industry
To analyze the vital importance of mass media in the functioning of a secular, liberal, democracies like India
To understand the Convergence of mass media as the futuristic trend opening up more and more exciting career and creative opportunities
the art/design advantage creative/imaginative
research/ethnography-driven
heuristic/functional
process-driven
iterative
multi-disciplinary
non-linear
integrative
innovative
socio-culturally responsive/responsible
5 key aspects heuristic – learning by doing
research – learning to contextualise
iterative/process-driven – learning through multiple POVs/
production – learning to make/prototype
management – learning to market/distribute
(re)designing the curriculum basics of visual culture/visual rhetoric/visual skillsets
research processes and methodologies
the real-world project/the studio project
science, technology, digital process/technical inputs
exploration/experimentation/iteration
innovation/testing/implementation
media mix/audience/market
we need hybrids not specialists the specialist can work only within an assigned silo
the hybrid can work across disciplines/platforms
the specialist finds it hard to collaborate
the hybrid’s lifeline is the collaborative process
the specialist fears to transgress boundaries
the hybrid specializes in transgressing boundaries
after +2, what & where SILO NON-SILO
Uni departments of Journalism/Comm National Institute of Design, Ahmedabad
Asian School of Journalism, Chennai Srishti, Bangalore
IIJNM, Bangalore FTII, Pune
Mudra Institute of Communication, Abad Flame, Pune
Xavier Institute of Comm, Mumbai MIT Maeer Institute of Design, Pune
IIMC, New Delhi DSK, Pune
Symbiosis Institute of Comm, Pune CEPT, Ahmedabad
Manorama School of Comm, Kottayam Uni departments in Film, Advt, Animation
labs, workshops, projects, seminars textbook learning is a NO-NO in the field of mass media.
textbook learning is only a fractional supplement.
textbook learning is increasingly replaced by SEMINARS.
textbook learning must relate to deep theory/critical thinking.
textbook learning must be replaced by learning by doing.
learning by doing happens in labs, workshops and projects.
the teacher conundrum shortage of teachers trained in visual skills and technology
shortage of teacher training systems
shortage of mass media professionals involved in teaching
lack of labs/studio spaces in schools because of costs
lack of will/ drive to move from 18th century to 21st century
lack of will/drive to move from lectures to practice
what should a student go out with? A LEARNING PORTFOLIO - a purposeful collection of student work that
exhibits a student’s effort, progress, achievements and competencies gained during a course or time in school. It provides a richer picture of learning through an efficient, dynamic and integrated process.
The portfolio demonstrates the student’s capacity to be:
Actively reflecting on collegiate experiences;
Identifying linkages between curricular and co-curricular involvement;
Integrating learning across experiences;
Evaluating aspects of experiences as they relate to academic, personal and professional identities; and
Communicating the integration of learning to various audiences.
thank you!
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