The media industry is growing rapidly, Dr Sreeram Gopalkrishnan tells students why is it a good option
In today’s dynamic scenario is it enough for a student of media and communication to be a good communicator? The simple answer would be no but a more discerning one would be to ask how complex is the challenge to communicate in a dynamically evolving world.
Today a journalist has to be able to keep up with the incredible speed with which readers access news. In the age of big data, it is imperative that aspiring journalists know how to leverage data to break the news, tell stories in a more meaningful way. In fact, Data journalism enables you to engage your readers through effective infographics and tools that are not just visually appealing but also targeted.
Similarly, if you are crafting solutions in the marketing communications sphere you would need to wear an innovator’s hat and not only think-out-of-the-box but also think from an interconnected way. How are customers using the product? Increasingly design thinking is a new way to approach this problem. A methodology used by designers to solve complex problems, and find desirable solutions for clients, it draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be-and to create desired outcomes that benefit the end user.
In the information, communication and entertainment sector new revenue streams are being produced by digital content consumption, convergence of tech platforms and direct to customer relationships. Creating stories and communicating them effectively is driving talent.
What about the future? The media and entertainment industry (according to a report by EY and FICCI) is poised to cross $33.6 billion by 2021 at a CAGR of 11.6 per cent. India has the second highest number of internet users after China with 570 million Internet subscribers growing at 13 per cent annually. Advertising growth has outpaced subscription growth and is expected to comprise 52 per cent of the total pie by 2021 and regional advertising outpaced national advertising on the back of national brands spending more to develop non-metro markets. There has been a robust growth in digital news with over 200 million people consuming news online. Owing to the explosion of digital technology and social media, the growth is promising in animation, graphic design, 3D designs and gaming.
While the technology-driven media market explodes, the question arises whether there are enough skilled professionals to fulfil the demand for resources, or smart policymakers to take advantage of the massive opportunities that are being presented to us. It means that our education system has to keep pace with the changing requirements of the global media space. Thinking is the bedrock of innovation and education must be able to channel young people’s energies towards this.
The writer is Officiating Director, Symbiosis Centre for Media and Communication (SCMC), Pune
