Smart manoeuvres

Usha Albuquerque

Not many have missed the news buzz around Prime Minister Modi’s media blitz in the US recently. Every TV channel, newspaper and social media too, focused on the spectacular success of the visit. From the speech at the UN, the meeting with Indian CEOs and the Townhall gathering at Facebook headquarters, we have all the information worth knowing.

What is not so well known is that it was the perfect example of media management at work. The Prime Minister’s media plan supported by a committed grassroots network energised the highly vocal NRI community in the US with amazing results.

Wide scope

This is just one area of work in media management. The growth of the media and communications industry in recent years has fueled the greatest social and cultural change since the Industrial Revolution. Today, media covers practically all activities and can be programmed to serve both a consumer awareness and a financial and economic purpose. With technological convergence, a rise in direct-to-consumer marketing and distribution, and a globalised demand for goods and services, media and communications professionals have to face the diverse challenges of the digital age.

Media is a very broad term and the media industry currently ranges from radio, television, film, music, multimedia and publishing to fine arts, gallery and arts administration, museum administration, education, public relations, journalism, e-commerce, theatre, dance and opera.

Media managers need to study and analyse the trends, needs, and opportunities in the varied fields of media. A media manager requires to develop a solid understanding of the structure of media, its regulation, its impact on the audience, and of the forces shaping the communications revolution.

Work profile

Media Managers handle the complete campaign planning, and marketing strategies to build businesses and brands. Media managers manage campaigns on all media platforms: digital, press, broadcast (TV and radio), cinema, direct marketing and ambient media. They apply organisational theory and management principles to the handling of suppliers, competitors, employees, and consumers. This may involve market research and design, special events and sales promotion, public relations and publicity for media related products and services.

Much of the work involves developing effective media content and implementing a marketing plan to promote the respective media ventures, and where required creating a comprehensive business plan. As is understood nowadays, journalists not only have to report stories but also write to attract sales.

Getting in

Media Management is a good career for students who have a background in mass communication. But even those with no media background, but with a keen interest and willingness to work in the field, can find challenging careers in this field. Students with a business background, or MBA in marketing and experience in media also do well in this field.

There are some mass communication institutes that offer programmes in media management. Such courses are mostly available at post-graduation level, and are open to students from any discipline.

As the work covers all areas of media — print, TV, radio, or new media, the educational programmes bring insight and knowledge of the media with theoretical and practical classes. Often the classes draw upon visiting media leaders, projects with media companies and current case analyses from basics of a media plan to marketing and strategy formulation and implementation. Many of the faculty are professionals from the media world who share their knowledge and experiences helping students ease into what could be a dynamic career.

As media is interpreted to include print and newspaper businesses as well, most courses cover this area as well.

There are no separate courses for newspaper business management, although some traditional publishing courses offered by institutes abroad do include the business and marketing side of the field. A two-year master’s degree programme in publishing would cover many aspects of the publishing field, from business strategy and Internet law to and marketing and branding. Some of the universities offering PG courses in publishing abroad, include University College London; City University, London; London College of Communications; University of Kent; and in the US, George Washington University, New York University; Drexel University, and several others.

Job prospects

Those with training in media management can work with television channels and FM Radio Stations, newspaper and publishing companies, film and entertainment companies, and DTH firms as well as with advertising and media marketing and planning organisations. Public relations and corporate communications also take on media specialists. With the advent of media portals, Twitter, LinkedIn, Facebook and other social media sites, there are job openings in new media as well. Positions can range anywhere from inbound marketing specialist to digital media specialist, media strategist and marketing analyst to social networking or social media specialist, and largely in the area of business development. In fact, in this media savvy world where a media story can make or break an individual or an organisation, professional expertise in managing the media cannot be over emphasized. Even political parties are understanding the importance of media, and are training their leaders in media management.

With India being the third largest cable television market worldwide, and the Indian cinema the largest in the world in terms of production of films, and a growth anticipated at 9-10 per cent according to a FICCI-KPMG study, there are huge opportunities in the media sector.

Added to that is the projection of the music and audio segment of the entertainment industry which with digitalisation has been anticipated to grow further, and the radio industry projected to develop at 18 per cent in the next couple of years.

The publishing media has also established tremendous growth owing to increasing literacy rate and technological transformation in the country making India the second biggest newspaper market globally.

As the Indian film, media and entertainment industry goes international and becomes increasingly corporatised, with offices and business interests abroad and a growing number of international co-productions there will be increase in opportunities for graduates of media management.

Moreover, starting salaries are good, with career growth linked to achievement.

Normally careers in media management tend to attract highly motivated individuals who communicate well with other people, can accept broad responsibilities easily and with little supervision, are willing to do some traveling, and thrive on constant change. So, if you have what it takes to make a success in this highly competitive field, media management can lead you into a challenging new career.

— The writer is Director. Careers Smart Pvt Ltd, New Delhi

Institute watch

Some institutes offering courses in Media Management

• Tata Institute of Social Sciences, Mumbai — MA in Media and Cultural Studies
• Mudra Institute of Communications, Ahmedabad — PG diploma in Management Communications
• Whistling Woods International School of Media & Communications, Mumbai — MBA in Media & Entertainment; PG Programme in Media & Communication
• Welingkar Institute of Management development & Research, Mumbai — PG programme in Media & Entertainment management
• KC Collge of Management Studies, Mumbai — MBA in Media & Entertainment
• Annapurna International School of Film & Media, Hyderabad
• Symbiosis Institute of Media & Communication — MBA in Communication Management
• Apeejay Institute of Media & Communication — PG diploma in Advertising & Marketing Communication.