Sunday, July 25, 2010

Contact Us

UTPAL AMARENDRA CHOWDHURY
(Convener – Director)
SARVAakar VISIONinfinit
Patel Wadi Studio No.1, Jogeshwari (West),
Mumbai-400 102. India
e-mail
utpalda66@gmail.com
Contact: 99206 238252

Friday, July 2, 2010

"Rehersal - an Actors Workshop" made by UTPAL AMARENDRA CHOWDHURY

FILM, TV & DIGITAL PRODUCTIONS SYLLABUS

SYLLABUS FOR ONE YEAR PG DIPLOMA ON FILM, TV & DIGITAL PRODUCTIONS PREPAIED FOR MEDIA INSTITUTIONS BY:
Utpal Amarendra Chowdhury (Convener-Director)
http://www.utpalchowdhury.blogspot.com/, utpalda66@gmail.com
Sarvaakar Visioninfinit, Ph.: 09920623825,

FEATURES AT A GLANCE FOR ISB & M SCHOOL OF COMMUNICATION’S -“AN ADVANCED DIPLOMA ON: TELEVISOIN PRODUCTION & DIGITAL FILM MAKING”.
What : An Advanced Diploma On - Television Production & Digital film making.
when : The Academic year of 2010-2011 (1st August, 2010 to 31st July, 2011)
For whom : Film & TV enthusiastic people who want to join the industry as a professional. students of Various Departments of Mass Communication - Production & Media Studies. All men & women in pursuit of Creative Art, Film & TV viewers who have got an urge to know the basics of Film-TV & Digital Video Production as an art and want to develop their mental framework for "Understanding Cinema" and join the industry as a professional.
Age : No bar.
Minimum Qualification : + 2 and Above.
medium of instruction : English (Spoken Hindi can be added.)
Facilities : Industry Professionals are regular Guest Faculties other than Core Faculties. The Course is Practical, Intensive & Demonstration Oriented and are based on Audio - Visual materials. All the sessions are Interactive & Participatory. A Well equipped Studio & Library exist for students. Study Tours and Student Exchange Programmes and on-Job Trainings etc. are arranged.
Study materials : To be supplied by the Institute.
Duration : One Academic Year (2010 - 2011).
This Course is divided in 4 Trimesters. 1st & 2nd Trimesters are common for all the participating Students, where as the 3rd Trimester is for specialization on any 3 under-mentioned subjects. In the last, i.e. the 4th Trimester the participating students will be sent form on-job Training in the film & TV Production House / Industry.
1. DISCIPLINES / SPECIALIZATION OFFERED :
(a) Direction & Screenplay.
(b) Camera & Lighting.
(c) Editing & Sound Recording
2. No. OF STUDENTS TO BE ADMITTED :
30 students per yea, Subject to maximum of 10 Students per discipline / Spelization.
3. ASSESSMENT PARAMETERS
(a) Attendance (minimum 80%)
(b) Class Room Practical’s.
(c) Written tests / Class tests/ Viva Voce and other assignments.
(d) Student’s Exercises & Projects.
(e) Study Tours & ON JOB TRAINING ASSESMENTS.
4. VACATION SCHEDULE :
(a) Government Holidays.
(b) Summer & Winter Vacations (Short Period with Project works).
(c) Prominent Festivals.
(d) Project & Exam. Preparation Periods.
5. The Course is divided in 4 Trimesters (3 months period each)
1st Trimester
Basic Theory & Practical on Television Production & Digital Film Making.
2nd Trimester
Advanced Theory & Practical on Television Production & Digital Film making
Practical Digital Film Making :...my First Project (a documentary film in Digital format.)
Study Tours
3rd Trimester
Specialization period. Each participating student has to specialize in any one area.
1) Screenplay & Direction
2) Camera & Light or
3) Editing & Sound
N.B. : My First Diploma film in Digital format.
4th Trimester
On Job Training in any Film & TV Production House / Industry.
FEE : Rs. 1,20,000/-
Rupees One Lacks and Twenty Thousand only
(Course fee - Rs. 1,00,000/- + Regd. Fee - Rs. 20,000/-)
Location : ISB&M School of Communication
(PUNE, KOLKATA, NOIDA & BANGLORE)
Hostel : Paying Guest Accommodation are available for Boys & Girls separately near the Institute Campus.
*** CONTENTS OF THE COURSE :
(a) Lectures (Theory).
(b) Practical’s / Lab visits.
(c) Workshops / Industry Visits.
(d) Exercise / Projects.
(e) Film Screening Sessions.
(f) Interaction with Professionals.

AN Introduction to
isb&m advanced diploma on : Televesion Production & digital film making
In this programme, students are thoroughly immersed in the full spectrum experience of developing and producing Tv Programme & Digital Film Making. The Programme introduces students to picture creation, fusing theory instruction with project assignments and complete productions. Students learn the language of picture production, explore fundamental techniques and learn some of inputs in acting, videography, directing, editing, producing, screenplay writing and sound. Students learn theoretical concepts in class from a faculty comprised of working professionals but more specifically through production experiences with core faculty as seasoned mentors.

Additionally, in ISB&M School of Communication multiple screening facilities, students regularly watch cinema from around the world, analyse and discuss the same and learn fundamental concepts in Film Appreciation, Music Appreciation, International Art, Literature & Culture, and Production Design. Students apply these skills through developing and producing their own films. They develop the crucial filmmaking team skills necessary for industry success.
In the programme, students make 2 film projects on Digital Video format (in Group / Team-work) :
1. My First Project (2nd Trimester)
2. My Diploma film (3rd Trimester)
COURSE CONTENTS IN BRIEF
Modules :
A group of well designed modules have been included in the programme, each with a definite course objective, enabling the students from the outset, to learn every crucial aspect of Film Production & Digital Filmmaking.
Direction
Objective of the Module :
This module provides students with a working knowledge of the director's responsibilities on a TV & Digital Film production. Completion of this course enhances opportunities for students to qualify for entry-level professional industry positions and as a director in the Film, TV & Digital Video industries.
Description :
The Direction module, from the script to the screen stage, focuses on artistic and technical knowledge, while giving students the opportunity to develop their creative talent through production experience. During lectures, students learn the basic techniques of direction, including acting, directing actors, composition, script analysis, pre-production, casting and theory. Emphasis is placed on the co-operation and interaction of various disciplines and the director's ability to communicate his/her ideas, to balance the oftentimes differing demands of writer, producer and actor, and to work collaboratively. The module explores visual storytelling strategies, the grammar of Film, TV & Digital Video, aesthetics, characterization, shot breakdown and storyboarding techniques.
Screenplay Writing
Objective of the Module :
This module aims at developing communication strategies through various creative English/Hindi composition genres and forms. Completion of this course enhances a student's possibility for advancement of writing skills, script reading and evaluation skills.
Description :
This module trains students to understand story structuring, character development, interplay and entwining of characters and their lives. Through a series of writing projects, students learn to incorporate common literary devices and narrative structures into their creative endeavors.
Digital Videography
Objective of the Module :
This module provides students with a working knowledge of the operation of a HD / HDV / SDV / Mini DV camera. Completion of this course enhances opportunities for students to qualify for entry-level, professional industry positions as a cameraman in Film, TV & Digital Video industries.
Description :
This module introduces students to the Art and Operation of digital video cameras. Students learn the use of terminology, camera structure and camera operation. Subjects covered include composition, lenses, basic lighting, operation, filters and exposure for all outdoor conditions.
Editing
Objective of the Module :
Completion of this module equips the students with the elementary technical and aesthetic aspects of editing. Completion of this course enhances opportunities for students to quality for entry-level professional industry positions and as an editor in Film, TV and Digital Video industries.
Description :
In this module, students understand the technical challenges and conceptual attributes of the editing process working through non-linear and of course linear systems. They learn to operate the Final Cut Pro, as they simultaneously develop their skills in conceptual understanding and artistic strategies necessary to transform raw footage into emotionally powerful and meaningful stories.
Sound recording & design
Objective of the Module :
Completion of this module provides students with a fundamental understanding of supporting visuals with appropriate sound elements.
Description :
This module makes a critical analysis of the sound component of films. Students are given topical Inputs on the Arts, Science & Technology aspects for recording sound and designing it for Film, TV & Digital Video Production. Basic skills of location recording, track laying and mixing are learnt, covering the different stages of principal photography and post-production.
Music Appreciation
Objective of the Module :
This module develops the student's music and film sensibilities and further enhances aesthetical values of their perception of story-telling along with valuable tools and skills for creating film soundtracks.
Description :
The Music Appreciation module is designed to develop the ability of the students to recognize the sound and appearance of individual instruments, families of instruments, and their varied roles in ensemble settings from a vast canvas of the music and cinema of the world. Special emphasis will be placed on exploring the emotional quality of the Film, TV & Digital Video experience brought about by the music it carries.
Film appreciation
Objective of the Module :
This module educates students in the historical aspect of Indian cinema and the growth process that evolved. Completion of this module enables students to gain insight into the diverse cultural contributions of key historical groups and periods and learn how they have influenced module tastes, trends and attitudes.
Description :
The Film Appreciation module examines the art of appreciating the contribution of the different facets in creating a Film, TV & Digital Video Production . The microanalysis of different role plays, craft and techniques applied to the process of making a film provide a greater understanding of the medium and its intricacies. Students would be provoked to understand their own personal responses, questioning their notion of personal 'taste' and going beyond it in order to derive pleasure and learn from the vast resources of world cinema.
The course focuses on the development in technologies that led to the emergence of moving images, its commercialization and the revolution that followed. The early phase of silent cinema, followed by integration of sound, development of colour and growth of new technologies up to digital cinema are covered. The influences of early Europe on films and evolution of Indian cinema including Hindi and regional cinema along with its pioneers are covered through the course.
International Art literature & culture
Objective of the Module :
Students gain insight into the diverse cultural contributions of key historical groups and periods and learn how they have influenced module tastes, trends and attitudes. The familiarization to artistes with great works shall develop the students' artistic expression. Completion of this module enables students to make more informed comparative and critical assessments of art, culture and social issues.
Description :
The module is a presentation and study of Liberal Art, Fine Art and Literature from across the globe. Students are introduced to the language of arts in various media while examining the purpose of art. It investigates the work of key artistes in the field of painting and literature in various historical periods emphasizing how and what art communicates about the culture from which it is produced.
Producing
Objective of the Module :
This module gives students a fundamental understanding of the professional world of Filmmaking, Television Production & Digital Video Production. Completion of this course enhances opportunities for students to qualify for entry-level, professional industry positions as production executives and other positions related to the production and post production functions.
Description :
The module examines the entire Film, TV & Digital Video production process from scripting to post-production in the digital film medium. Students become familiar with each of the positions involved in a professional Film, TV & Digital Video production. They are given the ability to successfully analyze problems and to develop solutions related to scheduling and budgeting resources. This module given them elementary skills of Scheduling & Budgeting their projects on professional software that is industry friendly.
Production Design & Art Design
Objective of the Module :
Completion of this module educates students in the proper methods of creating a coherent visual concept for a film or television production.
Description :
The module focuses on the production designer and his/her crew within the art department. It introduces the principles of production design and how they apply to a Film, TV & Digital Video. The overall ambience and visual appearance of a Film, TV & Digital Video is explored through the fundamentals of design. The student will become familiar with the production design process used to create interiors and exteriors. Students will also get an overview of the different elements of design such as make up, hair dressing, wardrobe and costume that contribute to the visual appearance of a film.
3. INTEGRATED (1st & 2nd TRIMESTER)
Theory & Practical- Common to all disciplines. My first project in group during 2nd Trimester (10mints. duration)
4. SPECIALIZATION (3rd TRIMESTER)
(a) Theory, Practical & Workshop - Specific to individual disciplines.
(b) Common Exercises/ Projects - Common for all disciplines according to their specialization - Diplomea Film of 10 mints. in group (HDV format).
PREAMBLE
THE POLICY
The domain of cinema revolves around the objective of how to communicate with picture and sound in a manner that is creative. Film for the last hundred years has in fact been effectively doing so. The aim of ISB & M School of Communication is to accord its students with appropriate skills and techniques to master the hardware and software of the film and video industry, so that they may reach professional standards in their respective fields to gain employment in the above industry.
ADMISSION AND SPECIALISATION
Students will be admitted for the One-year Advanced Diploma course after going through an interview. This screening process should be able to test the applicants’ aptitude and earnestness to explore and express through the audio-visual medium. The students will be required to mention their area of specialization before joining the course. However, students’ performance in the common integrated course will be instrumental in further pursuing their respective areas of specialization. Change of specialization will not be considered in any circumstances.
ATTENDANCE & ASSESSMENT
As per Academic By- Laws.
TEACHING
As a premier institute of our country, the tenets of the teaching philosophy in ISB & M School of Communication would be based upon addressing the need to groom the students as independent, thinking individuals who are able to give form to their inner conflicts by creative means. To achieve this, basic classroom teaching and discussion are of prime importance. These classes will be followed up with intensive practical exercises, collaborative projects with other departments and workshops with outside professionals. Further, every attempt will be made to keep the students abreast with the latest trends and developments in the media and technology.
In addition to the normal classroom lectures, practical, there will be Student Projects/ Exercises, which will be of a similar pattern for every term. Such projects will comprise of assessment oriented practical activities, essentially production based to facilitate the students to gain practical exposure in the fields of products, location research, set construction etc. that are connected to the making of a film. The thrust of the projects will be to develop the quality of independent approach and learn from their own initiative and performance. Modest budgets will be allocated, if necessary for specific projects against sundry expense, set construction etc. The students will be taught the importance of affecting economy in production.
TIME TABLE
The Course is perceived as a full-time residential course. Weekly academic routines will be displayed by the end of the previous week; it will be obligatory for the students to attend all the theory and practical classes. Attending the General Screenings and the Film Study screenings is mandatory for students during the Integrated Course. From time to time professional filmmakers and technicians will be invited to present their works to the students and faculty. Informal discussions will follow these sessions.
SCHEME OF ASSESSMENTS / FINAL EXAM. JULY,2011 (LAST WEEK)
1. Direction & Screenplay (Theory) 50 + 50 Marks
2. Camera & Lighting (Theory) 50 + 50 Marks
3. Editing & Sound Designing (Theory) 50 + 50 Marks
4. Film Analysis & History (Theory) 50 + 50 Marks
5. Practical (50 marks to each modules) 200 marks
6. My First Film & My Diploma Film 50+100 Marks
7. On Job Training Report 100 marks
8. Yearly Internal Activities 100 marks
9. Viva & final Interview before panning out 50 marks.
Total = 1000 marks.

(a) Pan mark - 40 - D grade
(b) Below 50 Marks - 3rd division - C grade
(c) Below 60 marks - 2nd division - B grade
(d) Below 70 marks - 1st division - A grade
(e) 70 marks - distinction - A+ grade.
============================================
SYLLABUS
1ST & 2ND TRIMESTER (3MONTHS AUG’10 TO OCT’10 & NOV’10 TO JAN’10)
COURSE CONTENT FOR TV & DIGITAL FILM PRODUCTION
DIRECTION & SCREENPLAY WRITING
THEORY CONTENTS :
1. Direction Theory :
Role of the contemporary Director, Screen Grammar, Spatial Connections, Temporal Connections, Shot Construction, Basic Mise-en-scene, Acting Fundamentals, Importance of Sound, Major Film Theories.
2. Screenplay Writing :
Basic Screenplay Writing, Screenplay Formats, Narrative Structure, Three Act Structure, Hero’s Journey, Myth and Archetypes
3. Film History & Analysis:
(a) Excerpts from Indian, European, Russian, American, and other silent film classics will be shown in class followed by Interactive discussions, which will be focused on “modes of production” of silent films.
(b) The advent of “Sound” in cinema and the birth of the “Talkies” : Interactive discussion on the impact of sound in Film Industry and changes it produced.
(c) A brief look on the following major movements in cinema, Russian Social Realism, German Expressionism, French Realism, Post war Italian Neo-Realism, French New wave and Regional Indian Cinema, Film Analysis : Textual analysis of one documentary and one fiction feature will be done in the film analysis classes.
(d) Production Basics : Pre-Production, Production, Post-Production
(e) Music Appreciation
(f) Art History And Visual Perception :

PRACTICAL CONTENTS :
1st Module : Constructing Images with visual and sound components. Writing observation notes within campus.
2nd Module : Actuality trip, Writing field notes
3rd Module : Field trip with digital video camera.
4th Module : Three-shot exercise in ‘real time’ Demonstration
5th Module : Demonstration in DV time compression/expansion
6th Module : Shooting the DV film
7th Module : Developing the continuity screenplay.

COURSE CONTENT :
VIDEOGRAPHY
THEORY CONTENTS
BASIC POTOGRAPHY :
1. Natural light and its properties. Shadows and its properties
2. Eye its response to light Perception of light
3. Pinhole camera - its principle.
4. Optics - preliminary Introduction.
5. Prism - its basic properties.
6. Simple lens - Advanced optics (Aberrations - their types & their remedies)
7. Mirrors
8. Compound lens - their properties.
9. Aperture, Shutter - their mechanisms & application.
10. Image making tool - camera.
11. Types of cameras.
12. Photometry.
13. Meters Incident light meters, reflected light meters, spot meters, centre weighted meters, matrix metering.
14. Advanced Image controlling techniques - Application of filters.
15. Basic concepts of exposure.
16. Basic Principle of video image formation & Television technology, Image & exposure control systems, different formats.

VIDEOGRAPHY THEORY
1. Introduction to Digital Camera principle, different parts and their function.
2. Introduction to Light Meters (Incident & Reflected - principle, usages.
3. Introduction to Focusing Screen, Formats View Finders.
4. Introduction to Colour theory and practice.
5. Checking of a Digital Camera and accessories before a shoot, and preparation for a shooting unit.
6. Advance theory and practice of video Image formation & Television technology, Image, exposure control systems.

PRACTICAL CONTENTS
1st MODULE
1. Visual training, i.e. to how to see with a dummy frame of 4:3 ratio. Students to submit observation reports as sectionals.
2. Demonstration and discussion through basic photo techniques : focus/shake/ over-under normal exposure/ subject movement/camera panning / portrait focus/zone of focus/in camera meter/camera level/ head space etc.
Demonstration of simple SLR camera - basic functions/controls & Digital Still & Video Camera.
3. Students to shoot simple composition with classical approach; to keep record of technical detail and basic compositional aspect with reference to the respective frame no.
4. Each student to select 10 frames from their own construct positive prepared by the department. Mount the frames, prepare the Digital Video Programme for projection & discussion.
5. Demonstration of Developing.
2nd MODULE
1. Shoot with Digital Video camera in reference of Depth of field, Image size, Perspective, tensing - technical shooting.
2. Completed DV to be presented for discussion.
3. Use of filters, lensing.
4. Prepare project and then analysis as per previous module.
5. Demonstration of electronic Camera and usage.
6. Practice Shoot with electronic Cameras.

COURSE CONTENT :
EDITING
THEORY :
The Evolution and History of Editing
Lumiere Brothers - Georges Melies - Edwin S. Porter - D. W. Griffith - Constructive Ediing Kuleshov and Pudovkin-Organic Composition and Montage - Dialectical Symbiosis - Different Forms of Montage Elsenstein to Dovzenkho.
CONTINULTY IN EDITING : Various Devices & Transitional Dimensions of Editing. Elements of Continulty 180-Degree Rule, Spatial, Temporal, Rhythmic and Narrative Continuity. Exceptions to 180-Degree System. Dimension & function of film sound, Parallel Action, Timing, Pace, Rhythm.
Introduction to Edit Room Practices : Use of Editing Equipment, Editing procedure - from Rushes to Fine Cut Technique of Film Cutting Room, Production Techniques, Editor’s responsibility, Introduction to various gauges and processed films.
TELEVISION / VIDEO / DIGITAL MEDIA
Development of TV Technology, Video Signal, Transmission of Video Data, Vedio Recording Principles, Video Quality and Resolution, Tape Formats other medium, Basic Introduction to the Two Systems of Editing - Linear and Non-linear/Analogue & Digital. Computer Fundamentals, Use of Computer in Programme Making for Film & TV.
Transmission System (PAL/NTSC/SECAM). Off line/ On line Editing.
Basic steps of film post-production in DNLE system.
PRACTICAL :
DIGITAL FILM
Introduction to Cutting Room and the Equipment Used, Film materials, Handling of Editing Room Equipment.
(Silent Continuity Rushes - 16mm/video-are to be given to each student as continuity exercise).
Editing of 16 mm Continuity with Sound-Synchronization and Sound Overlap (One Exercise).
TELEVISION / VIDEO / DIGITAL MEDIA
Editing of Silent Continuity in Video cut to cut only, Editing of simple dialogue Sequences on DNLE.
Editing of silent DV exercise.

COURSE CONTENT :
SOUND DESIGNING
THEORY :
SOUND RECORDING BASICS
Script to Screen, Basic Principle of Sound, Acoustic, Psychoacoustics, Basic Magnetic Recording Method, Recording Chain, Digital Recording Method, Concept of P.C. Based Recording, Microphones & Loudspeakers, Film, TV & Digital Video Track Analysis, Pilot Synchronization, Different Film, TV & Digital Video Formats.
PRACTICAL :
Introduction of Nagra, Microphones, Audio Studios, DSM etc.
Recording on Nagra E/Nagra 4.2, Transfer on Stripe, Introduction of Lapel & Gun Mic on Boom Rod, Demo. of Multitrack Recording. Dubbing & Mixing.
Recdording and Mixing on Digital Audio Workstation, Track laying on Digital Audio Workstation.
Departmental Audio Project.
Demo of multitrack recording, Dubbing & Mixing.

COURSE OUT-LINE IN SHORT TO BE ADDED IN TELEVISION PRODUCTION
(a) An introduction to Television History & Early experiments.
(b) Television Programmes Genres - soap opera, Talk Show, News, Sports, Reality Show, Discovery, Geography, Animals etc. and the Story of Indian Television.
(c) Television Lighting & Floor Management.
(d) Broadcast Reporting & Shooting - News idea & planning.
(e) Writing to video, Influence of Cinema on TV & Video Cinema in TV.
(f) Various Video formats – Low band, High Band, U-Matic, Beta, Digital etc.
(g) TV Visual Story telling for Television & Video for Social & Political Education.
(h) Interviewing, News Stories, Packaged News & News Documentary and Ethics of Television.
(i) Preparation for successful Anchors and Co-coordinators for Television.
(j) Cable Television - Satellite Television : Impact.
(k) Television Programme & New Transmission.
*** Multi-Camera Television Production & on-line Editing.

TELEVISION PRODUCTION : IDEA TO SCREEN
Selection of the programme topic :
Developing programme briefs (Objectives, Contents, Duration etc), Researching the topic, Programme Resources, Style and format, structuring the programme, Storyboard and Script Designing, Script Layout.
Video Recording and Editing :
What is editing? Rules of editing, Editing sound; U-Matic, Beta & VHS, Types of editing, Cut to cut, A/B roll, Assembly and insert editing.
Media Research Methodology :
Writing support materials, Designing Evaluation Tools and Techniques, Evolution and field testing of programme, Preview and Analysis of programme.

BASICS OF CAMERA, LIGHTS AND SOUND
Camera :
(a) Video Camera, Types of Video Camera
(b) Different types of shots, camera movements, Tilt, Track, Crane movement etc.
(c) Lenses : Different types of lenses and their application
Lighting :
(a) Lights and Lighting
(b) Basic of lighting, Techniques.
(c) Different types of lights used in videography
(d) Use of filters & reflectors.
Sound :
(a) What is sound? Unit of sound, voicing
(b) Types of microphones, use of audio mixers for recording & editing of sound.

TELEVISION PRODUCTION LAB
Focuses on a production of TV proramme from conceptualization through post-production editing familiarizes with:
Ø Story treatment
Ø Scripts,
Ø Storyboards,
Ø Budgets,
Ø Floor plan, sets, make-up costume, jewelry, lights, audio, graphic rehearsals,
Ø Shooting schedules
Ø Post-Production editing

PHOTOGRAPHIC EQUIPMENT
Cameras - types - formats - lens - their types and functions - film - types and functions - accessories.
Camera and Photo :
Shots - focus - shutter - speed - selection of subject - different types of photographs - action - photo editing - procedure - pictures for newspapers and magazines - developing photographers’ manual and computerised photography.
Photographing people:
Portrait and still, wildlife; environment; sports; landscape; industrial disasters; photography for advertising; conflicts-war-political and social photography.
COURSE OUT-LINE IN SHORT TO BE ADDED DURING 2ND TRIMESTAR FOR DIGITAL FILM MAKING.
vPART 1
SOME IMPORTANT POINTS ON FILM, TELEVISION, DIGITAL MEDIUM AND FILM & TV ACTING FOR FILM ASPIRANTS:
Chapter - 1
(a) Indian & International Film History & Film Theory
Chapter -2
(a) Cinematic Time & Space (b) Audio & Visual Rhythm (c) Camera Eye- Lenses & Aperture (d) Camera Distances -Movements viewpoints (e) Crossing the line (f) Continuity (g) Understanding Basics of Script Writing (h) Film-Video-Digital Format (i) PRE-PRODUCTION Plans.
Chapter - 3
(a) The PRODUCTION Stage (b) Understanding Lighting & colour (c) The Shooting Process (d) Composing a frame (e) Taking a shot (f) Before the Camera Job - ACTING (Audition).
Chapter - 4
(a) How films are made (b) How to analyze a Film (c) Film & TV Programme reviewing (d) Digital Cinema Here & now (e) Understanding the Era of Web Cinema (f) Future of Media in Convergence Era (g) The Era of Independent Film Makers.
Chapter - 5
Practical classes with video camera in details. (b) Practical classes with still camera in details.
vPART 2
Chapter-1
SOME IMPORTANT POINTS ON ACTING FOR FILM ASPIRANTS:
(a) Observation (b) Imagination (c) Sense Memory (d) Emotional memory (e) Diction, Voice & Speech (f) No Hamming (g) Listening (Action & Reaction) (h) Photogenic Appearance of Physical Fitness (i) The Five Most Important Factors for the Improvisation - 1. What are you doing? (Purpose) 2. Why are you doing? (Reason) 3. With whom you are doing? (Relationship) 4. When are you doing (timing) 5. Where are you doing a scene? (Place) (j) Pause - Modulation - Expression & MANY MORE IMPORTANT POINTS ON FILM & TV ACTING.

3rd TRIMESTER (SPECIALIZATION) Feb, 2011 to April, 2011.
Course Content:
Direction & Screenplay Writing.
Break up, course content, teaching method & assessment for 10-week theory and practical
1. Direction :
The construction of cinematic time and space, temporal and spacial articulation in shots, ways one shot relates to another shot.
Understanding the content/sub-text of a scene, Reasons for Breaking down a scene into shots.
Mis-en-scene, Construction of meaning by using set, props, colour, costume, look of the actors, nature of sounds, composition, movement, acting and choreography.
The evolution of the long take Director’s style.
Non-Fiction films: Brief history, types of documentary, technique, ethics, various available funding and pitching. Advertising and Promotional films.
Method of Teaching : Class room lectures illustrated by screening of film & video clips.
Method of assessment : 2 written projects.
2 Screenplay Writing :
Film Narrative, The principles of story design, Substance of story, premise and controlling idea, the Inciting Incident, act design, scene analysis, effective dialogue writing, composition, crisis, climax, resolution.
Adapting a story for film screenplay.
Teaching Method : Classroom lectures
Method of assessment : 2 written projects
1. Scene Break down of a selected feature film
2. An hour-long screenplay adapted from a story.
3. Film Theory :
Aim and contents
v To study primary texts from classical and modern film theories.
v In what cultural and social contexts are the texts written?
v To which philosophical traditions and discussions have the texts contributed?
Method of teaching :
Study materials will be provided to the students, so that the students are familiar with the texts before coming to the class, and the classes will be interactive in nature based on the leading questions given below.
v What are the vision and key concepts, which the texts are based on and how are they related to one another?
v To what extent do these visions and key concepts still make since if we relate them to, contemporary discussion about film and to contemporary film practice?
Method of assessment:
Written Project.
Sound Design :
Course content
To see is to understand, we say “I See” when we understand, a picture is surely worth a thousand words, sound however actively shapes out interpretation of the visual, sound directs our attention (a biological survival Imperative)
What is “natural Sound”?
Virtually always manufactured rather than captured at the moment of filming.
Selective as the Lens : The difference between the ear & a microphone.
Has a source of emanation but surrounds the listener.
Creates the continuity necessary in a disjointed medium of rapidly changing images - sutures
We do not automatically identify a sound with its source.
Hearing requires a greater event duration than vision for recognition.
Naturalism means producing the desired effects (Walter Murch).
Design theory & concepts.
Sound track analysis.
Terminology for analysis
Building the track
v What do we want the audience to hear ..... feel
v What size space
v Natural, staged or artificial location/state of mind
v Mood
v Color and shape of elements in the frame
v Context : what are we trying to preserve, imply or invent
v What individual elements are required to build the larger gestalt/sound event?
Method of Teaching : Class Room lectures illustrated by film clips.
Method of assessment : Written Project :
1. Sound track and back ground scoring analysis of a given film, TV & Video production.
5. Art Direction :
The representation of space affects the reading of a film, Depth, Proximity, size and proportions of the places and objects in a film can be manipulated through camera placement and lenses, lighting, decor, effectively determining mood or relationships between elements in the dietetic world.
Method of teaching:
4 Two hour long sessions illustrated by film clips.
Followed by week long practical classes (5 days, 3 hours in the second half of the day) where each student has to draw a ground plan set to scale with elevation of an imaginary set with images of the props.
Method of Assessment :
1. Written Project : The ground plan and album of props images.
6. Music :
Composing for films.
The key function of music in films:
Creating a more convincing atmosphere of space and time, Underlining psychological refinements -- the unspoken thoughts of a character, or the unseen implications of a situation, Serving as a kind of neutral background filler, Building a sense of continuity, and Underpinning the theatrical build-up of a scene, and rounding it off with a sense of finality.
Composing Process
Understanding the environment film composers must work within. The role played by these figures the producer, director, editor, executive producer, orchestrator/arranger and in some cases the music editor and the music supervisor.
The basic process
Meeting filmmakers, reading script, screening the film
Spotting the Film, TV & Video Productions.
Planning budgets and recording schedules
Conceptualizing
Working out timings / Synchronization
Composing
Orchestrating
Recording
Dubbing
Method of teaching :
Classroom lectures illustrated with film clips and studio demonstration of music recording and mixing
Method of assessment : Part of Sound Design written project.
7 Productions :
The Indian production system
Economics of the Indian film Industry, Sources of financing, Co productions/collaboration: Indo European film encounters, Distribution and exhibition, legal aspects and trade regulations, Censorship In Indian cinema, Shooting in India, National film policy : Import and export, Indian television Practical Training : Learning to use “Movie Magic” budgeting software
Modes of Teaching : Classroom lectures.
Production Assignment : After the completion of the studio project and documentary each Direction student will have to submit a detailed list of expenses incurred under the various budgetary heads. Total production cost up to the first married print.
Course Content :
Videography
Theory
1. Appreciation of other visual art forms.
2. Photometry Compound Lens - Details Aberration-corrections, Colour correction/ coating, Mirrors, Image
3. Sensitometer in details.
4. Emulsion manufacturing, granularity and spectral response.
5. Different lighting approaches- application & usage.
6. Advanced colour control practice- Filters, light control and colour temperature.
7. Colour emulsion control practice filters light control & colour temperature.
8. Colour Processing and Printing, Usage of Analysers, Liquid-gate printing and other types of printing system.
9. Application of electronic technology in cinema (Basics), Tele-cine Transfer
10. Projection theory and practice.
11. Appreciation of other visual art forms.
12. Understanding Screenplay from cinematographer’s point of view.
PRACTICALS
Basic Studio Lighting for Videography
1. Introduction to different types of light-unit, electrical connections and light control unit.
Demonstration of Various types of Film Video & Digital Camera.
Basic studio Lighting input. A student will learn to handle different situation in lighting in indoor and with artificial light.
A student will learn to handle different situation in lighting in both outdoor and indoor and with natural light and artificial light and with colour film stock.
Visiting a colour film procession laboratory.
Students continue Intensive practice outdoor/Indoor lighting.
Electronic videography DV-HDV-SDV-MiniDV.
(a) Understanding basic Digital Video concepts. Emphasis on formats & Resolutions
(b) Understanding single camera applications, ENG, Interview setups,
(c) Understanding the application of DV Image measuring tools like Waveform Monitor & Vectroscope.
(d) Documentary workshop which involves exploring & understanding different kinds of documentary approach which includes practical and shooting within the workshop.
Colour Videography :
(a) Working with different colour backgrounds, understanding the concept fo colour contrast.
(b) Working the luminaries having different colour temperature. Light Filtrations, Camea Filtrations for Image manipulation.
(c) Understanding to interpret different emulsions. A student will learn to handle different situation in lighting essentially studio based with artificial light and with colour film stock.
(d) Visiting colour film processing laboratory to understand colour processing and grading.
Mise-en-scene Workshop
(a) This will explore along with the cinematographer expert the visualization of narrative with emphasis on Aspect ratios, shot designing, Lighting, Artist/ Character & Camera Movements.
(b) Emphasis on Set Designing and cinematographer’s participation in the process
(c) Execution of the conceived script/ narrative
(d) Also explore location lighting practices, indoor-outdoor matching, Exterior night lighting with the cinematographer.
Make up & Costume workshop
Combined with Direction department
Extensive Ad./Promo workshop
Followed by practice
Extensive Practicals (Film, TV & DV)
(a) Studio based lighting practical with different lighting Fixtures, creating different lighting situations. Day & Night, staging shots with varied camera movements.
(b) Location lighting practical with emphasis on indoor-outdoor Machine & Exterior Night lighting with camera movements.
(c) Practice on DV oriented towards Documentary shoot.

Course Content :
Editing
Theory
Film
Classical Hollywood Narrative in Sound Era, Editing norms.
Preview and analysis of selected films.
Editing Dialogue Sequences, Sound design and Structure - how sound Influences edit decisions.
Creative treatment of sound in Editorial construction.
Preferences to National & International Eminent Film maker’s Creation.
Shot to shot analysis of selected sequence of chosen directors.
Style and treatment In Documentary Reportage, Personal/Imaginative Documentary. The Documentary and the use of Sound. Sound Montage. Cinema Verity and Different genre of Documentary
SELECTED DOCUMENTARY DIRECTORS - CONTEMPORARY WORLD CINEMA
Shot to shot analysis of selected sequence of chosen directors.
Editing Musical Sequences/ Playback, Music Video/ RR Marking on work prints. Preparation for Negative
Cutting- Editor’s Final Responsibilities.

VIDEO & DIGITAL MEDIA
Video Signal, Theme Code & CIL
Understanding analogue video, Video Signal, Time Code, CIL.
Evolution of digital theory, Various Aspects of DNLE System, different standard / digital formats - DV, DVCAM/DVC PRO, DIGI BETA, HDTV, Digitization, Output from DNLE System, SDV, Mini DV etc.
Sampling, Picture quality, (Digital and Analogue), Resolution Compression, Storage devices. Component/composite video. Aspect Ratios and conversion. Audio equalization, Audio design Post production, Understanding of Surround Sound Audio Monitoring System. Track Laying, Mixing, Editing Film on Video. Tele-cine process. Basics of animation and motion graphics. On line & off line editing - FCP & Avid.
Practical
Film
Dialogue Sequences. Creative application of sound.
Editing Musical Sequence. Editing documentary (video), Developing news stories.

Video & Digital Media.
Online Editing Video a material with DVE (Special effects generator)
Understanding the Installation of a Video Editing Suite
DNLE- understanding/practice of editing software.
Audio-Postproduction, Track-Laying, Playback Exercise.
Practices-Basics of animation and motion graphics.

Course Content:
Sound Recording
Theory
(a) Content
Basic Principle of Sound:
Simple Harmonic Motion, Beat, Resonance, Fourier Series
Audio Electronics :
Understanding the specifications of the ‘Audio equipment’ (e.g. impedance, dynamic range, harmonic distortion etc.)
Relation between metering & listening audio :
dBu, dBm, dBv, dB SPL.
Music Theory & Music listening :
Structure of Indian Song, Chromatic Scale, Save Notation, Octave, Harmonics, Third Harmonic Distortion.
Magnetic Recording Theory :
Magnetization Curve, Hysteresis Loop, Biasing, Heads, Transport, Record/Replay Equalization.
Loud Speaker and it’s placement :
Components of Loud Speaker, Cross Over Network, Active & Passive Speaker.
Microphone :
Directivity & Frequency response, Type of Microphone, use of Microphone, Principle of Cordless Microphone.
Acoustic :
Sound Reflection, Diffraction, Absorption, RT, Stationary Wave, Hass Effect.
Psychoacoustics :
Human Hearing Response.
Processors :
DSP (Reverb, Delay, Chorus, Flange Etc.) Dynamics (Noise Gate, Compressor - Limiter, Expander).
Film Track Analysis :
Multi-channel format
Digital Recording Theory :
Basics of Binary Number System, Gates, Sampling Frequency, Quantization, Aliasing, PCM, Mp3, Dithering, Clock For Digital Audio Synchronization.
Optical Recording Theory :
Basics of variable Area & Variable Density Recording
C.D. Technology :
Elementary C.D. & DVD recording technology.
Synchronization :
Time Code, Chase & Bi-phase Synchronization, RS 422 Synchronization, Concept of 24 & 25 Frames Synchronization.
Practical :
Sync. Recording, Out Door Recording
Music Recording & Mixing
Dubbing
Song Editing
Familiarization of Electronics Component, Half & Full Wave Rectification, Amplifier, Oscillator
Track Laying
Foley Recording
B.G. Recording
Use of Processor
Mono Re-Recording for Film, 500 Feet per Student Optical Sound Transfer
Surround Track laying & Mixing on Surround Digital Audio Workstation
Song Recording & song mixing.

Sunday, June 27, 2010

VISION 2020 : FUTURE OF MEDIA IN CONVERGENCE ERA

Utpal Amarendar Chowdhury
Convener-Director (SARVAakar VISIONinfinit, Mumbai)
www.utpalchowdhury.blogspot.com
e-mail: utpalda66@gmail.com

…special thanks & regard's to Prof. Ujjwal K. Chowdhury (Former Director SIMC, Executive Director ISB&M,Pune) for his guidance, advice & supports.

TABLE OF CONTANTS
1. Media Convergence and its challenges

2. Market and technology convergence

3. Convergence of Understanding, Practicing and Innovating

4. Convergence of Creativity/Design with Technology and Business Sense

5. Convergence of Classroom (Brick & Mortar)
with Internet (Click & Portal) and
Learning by Doing (Experiential)

6. Convergence in media consumption & media buying

7. Convergence in media ownership

8. Convergence in the interests of dual markets

9. Media education: need for a paradigm shift
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1. Media Convergence and its challenges

What is convergence media?
Media convergence is a theory in communications where every mass medium eventually merges to the point where they are indistinguishable to each other due to the advent of new communication technologies.

According to the theory of media convergence, very soon, there will be no more need for having a television and a computer separate from each other, since both would be able to do the job of the other, ultimately making both extinct and creating a new medium from the synthesis.

Challenges in convergence
While the industry at large is excited about media convergence, it also has its share of concerns. The most unanimous one being lack of adequate bandwidth. The bandwidth cost is too high and has to be brought down drastically. In Korea, there are half-a-million subscribers who receive 11 channels live on their mobiles. Only when there is enough bandwidth, can the business be ramped up.
The other challenge is educating consumers to use the various new media. The industry will not grow unless the consumer is educated
Apart from reaching consumers at various touch points through convergence of media, companies are also looking at it as a media to cater to individual needs of a consumer. And, for this, the need of the hour is to generate adequate content. Content availability has not kept pace with the changing consumers. Content generators have to generate enough to cater to individual tastes.
Another perspective to the challenges is the industry one – where companies need to be more and more competitive in their marketing and product strategies. For this, they need to constantly innovate newer products and therefore, reallocate more and more resources to research and development. As more companies compete, the gestation period for newer products is decreasing with each product life cycle. For example. Gordon Moore, the founder of Intel observed that in 18 months, the number of transistors on a microprocessor chip doubled with half the size.
Finally, the lack of multi skilled professionals in the newer arenas of business make it difficult for the company’s old guard to let go of draconian practices. This ultimately leads to turf wars over domain control.

2. Market and technology convergence
By plotting time against portability and interactivity and at the same time of selected parameters that might be called the benchmark of technology progress namely moving image, computing, voice communication and games, we can get a historical perspective as well as deduce where the combined technologies are headed. As shown in the chart below, the big three factors of technology (storage, bandwidth and processing power) are all increasing up and to the right.
However, in this case of mapping, the word convergence is never intended to suggest replacement (ie: everything is moving to one entity, point). All of the elements on the charts are still in existence and apart from VHS and DVD will be around for a good while. We also see ‘divergence’ of media forms as it morphs across a sea of devices that continue to grow, layer upon layer.

Chart One – Simply the axes of Interactivity (level of choice and engagement) on the x and Portability (personalisation, ownership) on the y.



Chart Two – The addition of a subtle chronology rainbow of the last 100 years of media or so. It is surprising when you see the next few charts how the introduction of key devices map exceedingly well against this timeline. The never ending rush to portability and interaction/communication.


Chart Three – This is a quite specific ‘moving image’ continuum mapped across the grid. Starting from the one to few cinema in the 20s, from one to many broadcast TV in the 40s, going through the capture and playback VHS and CD/DVD in 60s and 80s through to portable Personal Video Recorders iPods and other media players 2000 onwards. Part metaphoric also for other linear forms as radio/audio follow the same path.

Chart Four – A simple chronology of computing, from the desktop of the 70s through to the portable journey of laptops, PDA’s and connected devices of the last few years

Chart Five – Without looking too deeply into VoIP this contains only two elements. The moderately portable landline telephone (meaning you can make calls from phone boxes, cafes, various rooms in house) to the ultra portable true mobile really introduced in the late 80s.
Chart Six– The basic evolution of early games consoles and set-tops rooted to the TV then the portable journey to today’s portable games units, from Sony and Nintendo for example.
All technology makers and marketers would like to know what the next ‘?’ will be. In the portable domain will we always have separate phone and serious gaming device? We are already seeing the merging of the phone, organiser and media player (4GB phones are already in the market) – given you can dock these portable devices to the larger screen, carry all your content and that they can receive high definition TV, do we need fixed devices at all?

The C3S-D Model
This model of convergence centers around the process of digitalization. The three important Cs are Computer, Communication and Consumer. These three produce data, audio and video. With the help of Security, data encryption ensures integrity and accessibility of data. The combination of functionalities results in newer technologies like interactive TV, IP telephony and digital multimedia.

3. Convergence of Understanding, Practicing and Innovating

Increasingly, one can observe a definitive trend in the convergence of understanding, practicing and innovating in the competitive market place where each participant is eying the largest chunk of the market pie. Understanding the needs of the consumer has taken on a new importance with extreme segmentation and fragmentation in the marketplace. Identifying this need and innovating a new product or a service to fill this gap in the need has gained prime importance, more so akin to a rasion d’etre for the companies. From high value-high involvement products like home loans and automobiles to low value-low involvement products like detergent powders and toothpastes to soft drinks, companies are increasingly spending big money to understand the patterns and motivations of the consumer for selecting, purchasing and using a certain brand. Even more important, the brand associations that the consumer makes about a certain brand can make or break the brand equity of a company’s product and the difference between success and failure of the product in the market. A constant drive to innovate and come out with better products is reflected in the ever-increasing amounts of R&D spends of the companies. For example, high technology products like Nokia’s mobile handsets are made based on a constant feedback on usage and understanding of mobile phones by the customers leading to higher levels of innovation and user-friendliness in the next handset made by Nokia.

A new concept on the horizon is co-creating value. This happens between consumer and manufacturer. The manufacturer actively seeks the cooperation of the consumer for creating newer products. For example, Id software, one of the biggest and most popular game manufacturers, roped in the maker of what they believed to be the best fan site of their highly popular game DOOM. For the new DOOM III game, they made him a consultant for level design and game play.

4. Convergence of Creativity/Design
with Technology and Business Sense

It wasn’t a long time ago when even the top copy smiths of advertising like Neil French used to write copy for ads and fit them in typesets for printing. Nowadays even a copywriter in a small agency in a small town will type out the copy quickly on the computer and the graphic designer will fit it into the ad’s layout and send out the soft copy to the newspaper for printing. Technology innovation from typewriters to computers has made this shift possible. A school student with a typical Pentium desktop computer, has at his disposal, more computing power than NASA had when it send the first man on the moon. The great enabler in this case, technology, is progressing with such rapid pace that the latest, most cutting-edge technology is rendered almost outdated with a few months of its release. Creative visualizers using advanced software like Adobe Photoshop and CorelDraw are daily creating breathtaking graphical masterpieces that would have taken a Leonardo da Vinci months, if not years, to create. Convergence in the technological standards like image formats (jpegs, gifs, etc.), audio-video formats (mpeg, avid, etc.), audio formats (mp3, wma, etc.), and so on, combined with Interpol ability and compatibility to use, share and transfer this data (USB, flash drives, DVDs and other optical storage) has created a powerful technology-design combo that professionals across the world are using in physical form as well as virtual form (cyberspace – internet). Add to this, the keen entrepreneurial mind of a businessman and you have technology monoliths like the Times Group and others like AOL-Warner, Sony and Apple amongst many others who dominate the commercial landscape. Convergence is changing the way people live their lives on a daily basis.

5. Convergence of Classroom (Brick & Mortar) with Internet (Click & Portal) and
Learning by Doing (Experiential):
Experiential Brick and Portal

Traditional classroom model has been in an evolutionary phase ever since technology innovations have made networking possible. Satellite communications like VSAT have enabled hundreds of thousands of students across the world to virtually attend lectures. University Grants Commission (UGC) has empowered students in India because of this education and technology convergence. In professional courses, the emphasis has always been on practical knowledge rather than just theoretical inputs. The value addition to the professional skills development is far more when students are exposed to theories and their practical applications. Added to this is the new dimension of internet learning. Numerous universities, colleges and institutes, especially in Western Europe and North America are now offering degree courses through the internet. This dissolves all cultural, geographical and social barriers for people who cannot afford the time and/or money to attend full time courses in foreign countries. The effective combination of these three models of learning- traditional classrooms, internet and practical experiences, have become necessary for students of today to become successful professionals of tomorrow.

6. Convergence in media consumption & media buying

There was a time when you had simple choices to make – like choosing one newspaper from the 3 or 4 available, one radio station, one television station that broadcasted only in the evenings, couple of magazines from half a dozen available and so on. As the market kept segmenting and fragmenting, we now have thousands of radio stations to choose from with World Space, Star TV itself telecasts more than half a dozen channels round the clock, there are more than a couple of dozen newspapers to choose from, hundreds of magazines to choose from and the story does not end there. With the advent of newer technologies, we now have newer channels of communications like mobile, internet and direct-to-home television along with exponential storage capabilities on optical media like CDs and DVDs. Today, a typical consumer is bombarded with more than 1,000 messages per day. Marketers are finding newer ways and means to target the consumers. Innovative ways are tried almost every year and their success means the success of the product in the market. Another example of convergence in media consumption is the way in which consumers actively hunt for information. 3G mobile handsets are equipped for high speed internet connections and the user opts to use it in a variety of ways; like checking the online navigation to watch out for traffic jams, weather forecasts, locating the nearest fuel station, hospital or even a restaurant, everything is possible with the mobile handset. It also backs up as a personal information manager (PIM), a music player, camera and portable gaming device. As mentioned earlier, there has been an explosion in the media available today. But there has also been an ownership consolidation taking place in the process. At the top of the pyramid, there are five group companies – WPP, Omnicom, Publicis, Dentsu and Viacom. More and more media houses are establishing or consolidating their presence across a broad spectrum of media channels. For example, the Bennett Coleman & Co. in India were traditionally a print medium company with the Times of India being their flagship brand. Now they are present in radio with Radio Mirchi, television with Times Now and Zoom, events with 360 degrees, internet with indiatimes.com, mobile with 8888 and other such ventures. Combined, they hold a large audience in print, audio-visual and cyber media. This is also advantageous for the marketer as it makes it reasonable and easier for them to implement a complete integrated marketing communications plan across all platforms. This convergence in media consumption and media buying requires professionals with multifaceted skills to understand and manage such media companies.

7. Convergence in media ownership

A massive diversification of media, thanks to the Internet, materialized by millions of websites, fora, blogs and wikis is taking place. That evolution, often labeled citizen journalism or citizen media, makes it possible for practically everybody to be a media creator, owner and actor, instead of a passive user.
Some of the largest media conglomerates include:

• American Media Inc.
• Bell Globe media
• Bertelsmann
• CanWest Global
• NBC Universal
• Hearst Corporation
• Lagardère Media
• Liberty Media
• News Corporation
• Group PRISA
• Rogers Communications
• Sony
• Time Warner
• The Times Group (distinct from Times Newspapers of News Corporation)
• Viacom (owned by National Amusements)
• CBS Corp (also owned by National Amusements)
• The Walt Disney Company

8. Convergence in the interests of dual markets

As more and more companies across industries look at multiple media platforms, especially the digital media, it is also emerging as a revenue-earning model for most of them. Says Kaizad Pardiwala, Vice-President, Ogilvy One (Mumbai), "Indian Idol got more than 55 million votes via SMS between November 2004 and March 2005. At Rs 3 per SMS, that is Rs 16.5 crore. The telecom companies made Rs 11.5 crore and Sony about Rs 5 crore. Also, e-commerce is growing rapidly in India and a host of companies are setting up online shops across portals. In fact, e-commerce, which shows an approximately 100 per cent growth year on year from 2003-2006, is estimated to grow by approximately 95 per cent in 2007."

There has also been a shift in terms of media’s target consumers. Traditionally, the primary market was the target of media companies. The primary market included television viewers, radio listeners, website surfers, newspaper and magazine readers. While the secondary market includes the marketers, the competing companies and other media as well. There has been a convergence in these two groups as now they both are targeted equally by the media companies.

9. Media education: need for a paradigm shift

The world today is in the midst of one of the most dramatic technological revolutions in history. It is effecting changes in everything ranging from the ways we work, communicate commerce and spend our leisure time. The technological revolution which is underway centers on computer, information, communication, and multimedia technologies and may be seen to be the beginnings of a knowledge or information society. In such a society education has a central role in every aspect of life. The proliferation of communication-information technologies poses tremendous challenges. It compels educators to rethink their basic tenets and to deploy the media in creative and productive ways. It forces them to restructure ways of learning-teaching to respond constructively and progressively to the technological and social changes that we are now experiencing.

As a consequence of information super highway and communication technologies the media and communication education have undergone almost unbelievable changes. The old lines between disciplines are becoming obsolete. The work of professional communicators is undergoing dramatic change. Resultantly there are likely to be very few belonging to one discipline who might be conversant with all forms of media in the days to come. With such metamorphosis of the professions underway it is a real challenge to prepare students for successful professional careers in the era of convergence and connectivity of the variety of media.

In an era characterized by convergence of technologies the need for skilled media professionals who understand the foundation, both ethical and practical, from which they need to work, becomes even more critical. But without adequate training in new media skills the goal will remain unachievable. This crisis in media requires to be addressed in the class room where young professionals are molded and sculpted. But to meet the needs of the fast growing media industry an ongoing training is vital to ensure that those working in the field too grow and develop. This entails broadening, updating and upgrading the core component of the media education at various levels.

Media education in particular is all about practice and more practice. More you practice, the better you become. For example, the best way to teach print media is to make the students write in newspapers and/or for websites. And if their interest is radio or television, then they need to get practical experience in these areas. This may be achieved either by working at community radio stations or by being involved in producing television documentaries that may or may not be broadcast on television.

It is a fallacy to assume that educational institutions are soley responsible for the education of media professionals. Any mass communication graduate, no matter how well trained, is at best only at the beginning of a process of development and need be further taken within the work place. One cannot expect graduates entrants in the profession to be fully skilled when they begin to work. Their development as media professionals needs to be seen as an ongoing one. Though they are launched in institutions of mass communications but eventually find their fulfillment in media organizations. The emergence of a high-tech media professional and a good journalist is indeed only a matter of time and entails much work experience and maturation.

What media students today need is nothing short of a leading-edge education suited to the needs of networked globalized industry. This would involve greater accent on fundamental concepts, values and skills needed to prepare them for communication careers commensurate with unprecedented changes. They need be fully equipped to understand the whole of communication scenario, be able to solve problems and imbibe the ethical and legal implication of media and communication which will let them be comfortable with innovation and working in concert with their peers. The object of the new media education is to prepare students for leadership roles in their professions and in their communities.

With a view to achieving the object of quality media education, the institute of Mass Communications are in dire need of to reconfiguring and updating their curriculum to produce graduates who are prepared for future leadership roles in the media and communication industries and who are able to communicate across disciplines and in multiple media formats. This for providing students with strong core content in critical thinking, research and analysis, information gathering, writing, graphics and design, and law and ethics and the latest media technology and skills.

The new media industries today the world over are at a crossroads. Media organizations are hard-pressed to comply with the highest industrial standards while portraying the essence of a changing society. In context of fast changing societies, media workers who are wanting in lacking adequate skills, and as a result the challenges they pose for media education and training, is not something new. Currently educators and communication professionals are seen to be busy discussing the ethical, economic and enduring issues on mass communication education both globally and locally in universities. Scholars from around the world are increasingly researching on issues such as the changing multicultural society, the popularity of “infotainment” genres, the convergence of media technologies and the effects of internationalization.

A radical approach to curriculum design, aims to equip students with more than just skills in one discipline, but rather grooming media professionals that are critically reflective, multi skilled, technically proficient and processing of a broad theoretical and contextual framework. For example, in journalism, the core media component does not only focus on journalism (print and broadcast) but also on cultural studies, film studies, media theory, public relations, advertising, scriptwriting and video production.

Most educators are aware of the responsibility they bear and the challenges they face, and most understand that change will take time. It means re-examining what we are doing in our programmes, consulting with industry, finding a balance between theory and practice, broadening what we expose our students to and finding innovative ways to overcome the language barriers we face. And Journalism trainers need to be sensitive to the barrier that language creates, while still ensuring that graduates possess the skills and competencies needed to be good journalists.

Admittedly, today the core knowledge required by media professionals is undergoing rapid changes reflective of media convergence and the increasing prominence of multimedia. Media students and reporters are seen to be deficient in having a conceptual map of the nature, scope and range of their field of study a well as their industry. One of the reasons for this is that concentration on traditional ideas about journalism is impacting strongly on the journalism industry. It is putting an added accent on the need for classrooms and newsrooms to reflect the social and cultural diversity of modern-day societies, along with simultaneously meeting the diverse needs within societies. Hence the urgent need for a detailed investigation into the context and direction of media education and training in the new millennium.

Mark Deuze (2002) of the Amsterdam School of Communication Research hold that the media education should be about “keeping the best practices of teaching context and practical skills course on the one hand, and including cultural and critical reflective didactics on the other”. Students must not only be made to learn how to write; but also be taught how to think or rather how to reflect critically, analyze, interpret and move beyond basic reportage to the heart of journalism as watchdog.

Even the existing Advertising and Public Relations sequences, while retaining their specialized foci, need grow around the concept of “integrated communication,” the strategically converged use of advertising, public relations and marketing concepts and tools.

Several neo-conservative status quoits believe that the more sophisticated and complex technology becomes, the more time it takes to learn how to use it. On the contrary, technology is becoming easier and easier to use. For example, many video cameras today can be used in totally automatic mode (where the shooter only has to worry about shot size and composition and not iris/focus/white balance, etc.) and this means, in a teaching/learning environment, one can worry less about the fine points about what the ‘buttons’ do and more about what the pictures say and how they work to tell a story. Further, new digital editing programmes are often incredibly easy to learn at a basic level. More and more, journalists are expected to be able to ‘do’ the technology as well as the journalism. Twenty years ago, reporters didn’t need to know the first thing about how a camera works, whereas today more and more reporters are being asked to do basic editing and even their own shooting. For example, there is CBC’s VJ (video journalist) phenomenon where reporters do everything.

The journalism program in order to be successful must be forward looking, competitive and state of the art. It would world require to build on and extend its extensive relationships with local, regional and national media companies and associations for the education and training of journalism students and faculty as well as media related industry professionals.

The board of studies of communications departments need include media and communication professionals with high reputations. Their expertise need be tapped for advice relating to curriculum and other professionally related matters, including how the course can acquire and maintain the latest technology in its facilities and how it can best upgrade the current facilities like computer labs and production studios. This updating and upgrading of expertise and facilities is the very pre-requisite of the new media education program aiming at excellence. It can achieve its object only by providing opportunities for faculty professional development to keep faculty expertise current as communication fields evolve thereby enhancing its resources for internal and external communication. This will help enable to build a national reputation an image.

The media education departments must offer to their students fully computerized reporting and editing classes, and create totally digital classroom and laboratory systems. They must orient themselves to revise their journalism curriculum and always be ready to undergo continual adjustments in response to changes in the profession. Far from print and broadcast sequences running separate as is the case today, students in the two sequences need to plan news coverage together, work together in the labs. Tomorrow, it is quite likely that the sequences might disappear and students will be required to work seamlessly on stories for print, electronic media and the Internet – or whatever systems will exist in the future.

Today, to be able to meet the challenge of the Information Age, it is important to understand how the mass media influence societies and how crucial it is for young people beginning their careers in the Information Age to be able researchers and clear writers. Combined with this grounding in the liberal arts there is the need to evolve a highly professional perspective. While concerning themselves with popular culture and communications theory, the mass communication students need emphasize the professional competencies of information gathering, analysis and writing. Unless the faculty have substantial experience in the newsroom and regularly return to it and need be active members of professional organizations, proper grooming and training of the students in the new information communication technologies will remain a distant dream.

A major trend in the news media today is convergence. While there are several models, it is not certain which will ultimately prevail. But the department’s students have to be so equipped by training and field work that they become prospective leaders in the evolving field. Mass communication programs in Universities must respond to this technological revolution by increasing their focus on the computer applications the industry is using. But woefully this is not what is happening even in the departments equipped with excellent facilities. There too owing to the apathetic mindset and outdated curriculum the focus of all media education classes continues to be on the concepts and principles, not on the technologies or equipment the industries and markets. Any forward looking media education curriculum must include courses in multi-media, graphics, advertising, management and business journalism and public relations. This will well position the students for excellent jobs upon graduation.

Mandatory Modules – these include the subjects that are necessary for any media person to be well versed in. Media deals with people and it becomes essential for the communicators to understand the society as a whole and not only the strata of society that they belong to. A country like India with varied cultures, policies and political upheavals it becomes very difficult for a media person to do justice to his/her job unless there is a high level of comprehension of the above mentioned areas. Thus it is suggested that the following subject be an essential part of the curriculum in media schools to enable the future of media excel in their respective media fields.
People and Cultures of India
Economic and Political Profile of India
Communication Studies
Professional Communication Skills
Media Research Methods
Broadcast Technology
Media Management
Current Affairs
Computer Applications
Use of communication technology
Media business

General Management Modules - Management is not restricted to business schools anymore. A good sense of business is vital for any career. The fact remains that at some point of ones career they will have a say in the Management of the organization or in some cases be the entrepreneur of an agency, without a strong grounding in the management related subjects its becomes difficult for the individual to understand the nuances of running an organization. Management is not just restricted to running an organization understanding the Economy, finances, the needs of customers and the behaviour of sub-ordinates can be facilitated by a brief insight into management.

Principles of Management
Marketing Management
Brand Management
Consumer Behavior
Culture Studies
Indian Business Environment
Human Resource Management
Finance Management
Managerial Economics
Media Marketing
Media Finance

Journalism modules – the boundaries of journalism is widening it is no more restricted to print and television. Various new fields and avenues are opening out to the Journalists today. Internet is becoming a much sought after Media thus technical know-how and cyber media have become essential. The reporters need to be more updated with international news than before as the global trends are undergoing radical changes. Knowledge on technology and filmmaking will prove useful in case of most reporting situations for the journalists. Thus a journalist who is well versed with the above mentioned is fully equipped to handle any situation on his/her own without waiting for assistance from an outside source, giving them an edge over the not so well trained ones. Thus convergence in training can prove to be valuable in the long run.
Print Publication: Planning and Production
News Reporting
Editing & Feature Writing,
Layout & Design
Publishing Technology
News Paper Production and Printing
Photojournalism
Design Technology
Current Affairs & General Awareness
Media Laws & Ethics
Media Management & Organizations
Development Communication
Geopolitics
Global Media
International Relations
Political Communication
Television News Production
Journalism in Hindi
Voice Modulation
Documentary Filmmaking
Broadcast Technologies
Photo Journalism
Cyber Media Content & Design
Special interest journalism - politics, business, sports, entertainment, crime, science & technology, art, culture and travel

Audio & Visual Communication modules include:
Basics of Photography
Genres of Still Photography
Creative and Commercial Photography
Camera and Lighting
Audio Visual Production
Post Production
Production Management and Scripting
Post Production Technology
Design Technology
Screenplay Writing
Direction
Audiography
Radio Production
Voice Modulation
Film Scheduling and Budgeting
Music and Film Appreciation
Scenic Design
Film Aesthetics
Television & Cinema Production Compared
Radio Production (for information, for entertainment)
Radio station management
Television channel management

Advertising Modules – This arena of media is the most dynamic and practice oriented. It is an inter-disciplinary field and thus requires subjects varying from management to graphic designing. Advertising has no water-tight compartments in terms of departments thus is common for shifts in specializations within the organization. It becomes vital in advertising to understand each department’s functioning as the whole process of advertising involves interdependence of activities. The subjects below cover the areas of advertising essential for a trainee to understand before venturing into the industry.
Advertising Management
Media Planning & Buying
Account Planning
Creative Planning & Strategy
Marketing and Market Research
Statistics & SPSS
Rural, Services and Integrated Marketing Communications
Allied Communication Tools
Design Technology
Advertising Research and Market Research
Copy strategies
Graphics Design
Commercial Photography
Advertising Research
International Advertising
Copywriting
Campaign Planning & Workshop

Public Relations, Events & Corporate Communication Modules – Public relations is opening its doors to include new specializations everyday. The areas of specialization cover the whole spectrum of fields, from politics to sports, from finance to celebrities, public relations is finding new avenues everyday. Events have also become a crucial media of communication. It is termed as experiential media and is being used as part of marketing strategies and not just as promotional activities. The subjects mentioned would give a trainee specializing in media a sound foundation for what the industry holds in the future
Public Relations
Event Management & Production
Corporate Communications
Corporate Identity & Culture
Brand Management Strategies
Brand Launch and Promotion
Market Research & Statistics
Rural Marketing Communications
Campaign Planning & Workshop
Integrated Marketing Communications
Allied Communication Tools
Services Marketing and Communications
Design Technology
Political Marketing
Public Relations Research
Event Management and Marketing
Agency PR versus Corporate PR
Internet Marketing
Reputation Management
Customer Relationship Management
VISION 2020 : FUTURE OF MEDIA IN CONVERGENCE ERA

Utpal Amarendar Chowdhury
Convener-Director (SARVAakar VISIONinfinit, Mumbai)
www.utpalchowdhury.blogspot.com

…special thanks to Prof. Ujjwal K. Chowdhury (Former Director SIMC, Executive Director ISB&M,Pune) for his guidance, advice & supports. (ukc64@gmail.com)

Table of Contents

1. Media Convergence and its challenges

2. Market and technology convergence

3. Convergence of Understanding, Practicing and Innovating

4. Convergence of Creativity/Design with Technology and Business Sense

5. Convergence of Classroom (Brick & Mortar)
with Internet (Click & Portal) and
Learning by Doing (Experiential)

6. Convergence in media consumption & media buying

7. Convergence in media ownership

8. Convergence in the interests of dual markets

9. Media education: need for a paradigm shift

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1. Media Convergence and its challenges


What is convergence media?

Media convergence is a theory in communications where every mass medium eventually merges to the point where they are indistinguishable to each other due to the advent of new communication technologies.

According to the theory of media convergence, very soon, there will be no more need for having a television and a computer separate from each other, since both would be able to do the job of the other, ultimately making both extinct and creating a new medium from the synthesis.

Challenges in convergence

While the industry at large is excited about media convergence, it also has its share of concerns. The most unanimous one being lack of adequate bandwidth. The bandwidth cost is too high and has to be brought down drastically. In Korea, there are half-a-million subscribers who receive 11 channels live on their mobiles. Only when there is enough bandwidth, can the business be ramped up.
The other challenge is educating consumers to use the various new media. The industry will not grow unless the consumer is educated
Apart from reaching consumers at various touch points through convergence of media, companies are also looking at it as a media to cater to individual needs of a consumer. And, for this, the need of the hour is to generate adequate content. Content availability has not kept pace with the changing consumers. Content generators have to generate enough to cater to individual tastes.
Another perspective to the challenges is the industry one – where companies need to be more and more competitive in their marketing and product strategies. For this, they need to constantly innovate newer products and therefore, reallocate more and more resources to research and development. As more companies compete, the gestation period for newer products is decreasing with each product life cycle. For example. Gordon Moore, the founder of Intel observed that in 18 months, the number of transistors on a microprocessor chip doubled with half the size.
Finally, the lack of multi skilled professionals in the newer arenas of business make it difficult for the company’s old guard to let go of draconian practices. This ultimately leads to turf wars over domain control.

2. Market and technology convergence

By plotting time against portability and interactivity and at the same time of selected parameters that might be called the benchmark of technology progress namely moving image, computing, voice communication and games, we can get a historical perspective as well as deduce where the combined technologies are headed. As shown in the chart below, the big three factors of technology (storage, bandwidth and processing power) are all increasing up and to the right.
However, in this case of mapping, the word convergence is never intended to suggest replacement (ie: everything is moving to one entity, point). All of the elements on the charts are still in existence and apart from VHS and DVD will be around for a good while. We also see ‘divergence’ of media forms as it morphs across a sea of devices that continue to grow, layer upon layer.
Chart One – Simply the axes of Interactivity (level of choice and engagement) on the x and Portability (personalisation, ownership) on the y.

Chart Two – The addition of a subtle chronology rainbow of the last 100 years of media or so. It is surprising when you see the next few charts how the introduction of key devices map exceedingly well against this timeline. The never ending rush to portability and interaction/communication.

Chart Three – This is a quite specific ‘moving image’ continuum mapped across the grid. Starting from the one to few cinema in the 20s, from one to many broadcast TV in the 40s, going through the capture and playback VHS and CD/DVD in 60s and 80s through to portable Personal Video Recorders iPods and other media players 2000 onwards. Part metaphoric also for other linear forms as radio/audio follow the same path.

Chart Four – A simple chronology of computing, from the desktop of the 70s through to the portable journey of laptops, PDA’s and connected devices of the last few years
Chart Five – Without looking too deeply into VoIP this contains only two elements. The moderately portable landline telephone (meaning you can make calls from phone boxes, cafes, various rooms in house) to the ultra portable true mobile really introduced in the late 80s.
Chart Six– The basic evolution of early games consoles and set-tops rooted to the TV then the portable journey to today’s portable games units, from Sony and Nintendo for example.

All technology makers and marketers would like to know what the next ‘?’ will be. In the portable domain will we always have separate phone and serious gaming device? We are already seeing the merging of the phone, organiser and media player (4GB phones are already in the market) – given you can dock these portable devices to the larger screen, carry all your content and that they can receive high definition TV, do we need fixed devices at all?
The C3S-D Model

This model of convergence centers around the process of digitalization. The three important Cs are Computer, Communication and Consumer. These three produce data, audio and video. With the help of Security, data encryption ensures integrity and accessibility of data. The combination of functionalities results in newer technologies like interactive TV, IP telephony and digital multimedia.















3. Convergence of Understanding, Practicing and Innovating

Increasingly, one can observe a definitive trend in the convergence of understanding, practicing and innovating in the competitive market place where each participant is eying the largest chunk of the market pie. Understanding the needs of the consumer has taken on a new importance with extreme segmentation and fragmentation in the marketplace. Identifying this need and innovating a new product or a service to fill this gap in the need has gained prime importance, more so akin to a rasion d’etre for the companies. From high value-high involvement products like home loans and automobiles to low value-low involvement products like detergent powders and toothpastes to soft drinks, companies are increasingly spending big money to understand the patterns and motivations of the consumer for selecting, purchasing and using a certain brand. Even more important, the brand associations that the consumer makes about a certain brand can make or break the brand equity of a company’s product and the difference between success and failure of the product in the market. A constant drive to innovate and come out with better products is reflected in the ever-increasing amounts of R&D spends of the companies. For example, high technology products like Nokia’s mobile handsets are made based on a constant feedback on usage and understanding of mobile phones by the customers leading to higher levels of innovation and user-friendliness in the next handset made by Nokia.

A new concept on the horizon is co-creating value. This happens between consumer and manufacturer. The manufacturer actively seeks the cooperation of the consumer for creating newer products. For example, Id software, one of the biggest and most popular game manufacturers, roped in the maker of what they believed to be the best fan site of their highly popular game DOOM. For the new DOOM III game, they made him a consultant for level design and game play.













4. Convergence of Creativity/Design
with Technology and Business Sense

It wasn’t a long time ago when even the top copy smiths of advertising like Neil French used to write copy for ads and fit them in typesets for printing. Nowadays even a copywriter in a small agency in a small town will type out the copy quickly on the computer and the graphic designer will fit it into the ad’s layout and send out the soft copy to the newspaper for printing. Technology innovation from typewriters to computers has made this shift possible. A school student with a typical Pentium desktop computer, has at his disposal, more computing power than NASA had when it send the first man on the moon. The great enabler in this case, technology, is progressing with such rapid pace that the latest, most cutting-edge technology is rendered almost outdated with a few months of its release. Creative visualizers using advanced software like Adobe Photoshop and CorelDraw are daily creating breathtaking graphical masterpieces that would have taken a Leonardo da Vinci months, if not years, to create. Convergence in the technological standards like image formats (jpegs, gifs, etc.), audio-video formats (mpeg, avid, etc.), audio formats (mp3, wma, etc.), and so on, combined with Interpol ability and compatibility to use, share and transfer this data (USB, flash drives, DVDs and other optical storage) has created a powerful technology-design combo that professionals across the world are using in physical form as well as virtual form (cyberspace – internet). Add to this, the keen entrepreneurial mind of a businessman and you have technology monoliths like the Times Group and others like AOL-Warner, Sony and Apple amongst many others who dominate the commercial landscape. Convergence is changing the way people live their lives on a daily basis.















5. Convergence of Classroom (Brick & Mortar) with Internet (Click & Portal) and
Learning by Doing (Experiential):
Experiential Brick and Portal

Traditional classroom model has been in an evolutionary phase ever since technology innovations have made networking possible. Satellite communications like VSAT have enabled hundreds of thousands of students across the world to virtually attend lectures. University Grants Commission (UGC) has empowered students in India because of this education and technology convergence. In professional courses, the emphasis has always been on practical knowledge rather than just theoretical inputs. The value addition to the professional skills development is far more when students are exposed to theories and their practical applications. Added to this is the new dimension of internet learning. Numerous universities, colleges and institutes, especially in Western Europe and North America are now offering degree courses through the internet. This dissolves all cultural, geographical and social barriers for people who cannot afford the time and/or money to attend full time courses in foreign countries. The effective combination of these three models of learning- traditional classrooms, internet and practical experiences, have become necessary for students of today to become successful professionals of tomorrow.























6. Convergence in media consumption & media buying

There was a time when you had simple choices to make – like choosing one newspaper from the 3 or 4 available, one radio station, one television station that broadcasted only in the evenings, couple of magazines from half a dozen available and so on. As the market kept segmenting and fragmenting, we now have thousands of radio stations to choose from with World Space, Star TV itself telecasts more than half a dozen channels round the clock, there are more than a couple of dozen newspapers to choose from, hundreds of magazines to choose from and the story does not end there. With the advent of newer technologies, we now have newer channels of communications like mobile, internet and direct-to-home television along with exponential storage capabilities on optical media like CDs and DVDs. Today, a typical consumer is bombarded with more than 1,000 messages per day. Marketers are finding newer ways and means to target the consumers. Innovative ways are tried almost every year and their success means the success of the product in the market. Another example of convergence in media consumption is the way in which consumers actively hunt for information. 3G mobile handsets are equipped for high speed internet connections and the user opts to use it in a variety of ways; like checking the online navigation to watch out for traffic jams, weather forecasts, locating the nearest fuel station, hospital or even a restaurant, everything is possible with the mobile handset. It also backs up as a personal information manager (PIM), a music player, camera and portable gaming device. As mentioned earlier, there has been an explosion in the media available today. But there has also been an ownership consolidation taking place in the process. At the top of the pyramid, there are five group companies – WPP, Omnicom, Publicis, Dentsu and Viacom. More and more media houses are establishing or consolidating their presence across a broad spectrum of media channels. For example, the Bennett Coleman & Co. in India were traditionally a print medium company with the Times of India being their flagship brand. Now they are present in radio with Radio Mirchi, television with Times Now and Zoom, events with 360 degrees, internet with indiatimes.com, mobile with 8888 and other such ventures. Combined, they hold a large audience in print, audio-visual and cyber media. This is also advantageous for the marketer as it makes it reasonable and easier for them to implement a complete integrated marketing communications plan across all platforms. This convergence in media consumption and media buying requires professionals with multifaceted skills to understand and manage such media companies.













































7. Convergence in media ownership

A massive diversification of media, thanks to the Internet, materialized by millions of websites, fora, blogs and wikis is taking place. That evolution, often labeled citizen journalism or citizen media, makes it possible for practically everybody to be a media creator, owner and actor, instead of a passive user.
Some of the largest media conglomerates include:

• American Media Inc.
• Bell Globe media
• Bertelsmann
• CanWest Global
• NBC Universal
• Hearst Corporation
• Lagardère Media
• Liberty Media
• News Corporation
• Group PRISA
• Rogers Communications
• Sony
• Time Warner
• The Times Group (distinct from Times Newspapers of News Corporation)
• Viacom (owned by National Amusements)
• CBS Corp (also owned by National Amusements)
• The Walt Disney Company





















8. Convergence in the interests of dual markets

As more and more companies across industries look at multiple media platforms, especially the digital media, it is also emerging as a revenue-earning model for most of them. Says Kaizad Pardiwala, Vice-President, Ogilvy One (Mumbai), "Indian Idol got more than 55 million votes via SMS between November 2004 and March 2005. At Rs 3 per SMS, that is Rs 16.5 crore. The telecom companies made Rs 11.5 crore and Sony about Rs 5 crore. Also, e-commerce is growing rapidly in India and a host of companies are setting up online shops across portals. In fact, e-commerce, which shows an approximately 100 per cent growth year on year from 2003-2006, is estimated to grow by approximately 95 per cent in 2007."

There has also been a shift in terms of media’s target consumers. Traditionally, the primary market was the target of media companies. The primary market included television viewers, radio listeners, website surfers, newspaper and magazine readers. While the secondary market includes the marketers, the competing companies and other media as well. There has been a convergence in these two groups as now they both are targeted equally by the media companies.
























9. Media education: need for a paradigm shift

The world today is in the midst of one of the most dramatic technological revolutions in history. It is effecting changes in everything ranging from the ways we work, communicate commerce and spend our leisure time. The technological revolution which is underway centers on computer, information, communication, and multimedia technologies and may be seen to be the beginnings of a knowledge or information society. In such a society education has a central role in every aspect of life. The proliferation of communication-information technologies poses tremendous challenges. It compels educators to rethink their basic tenets and to deploy the media in creative and productive ways. It forces them to restructure ways of learning-teaching to respond constructively and progressively to the technological and social changes that we are now experiencing.

As a consequence of information super highway and communication technologies the media and communication education have undergone almost unbelievable changes. The old lines between disciplines are becoming obsolete. The work of professional communicators is undergoing dramatic change. Resultantly there are likely to be very few belonging to one discipline who might be conversant with all forms of media in the days to come. With such metamorphosis of the professions underway it is a real challenge to prepare students for successful professional careers in the era of convergence and connectivity of the variety of media.

In an era characterized by convergence of technologies the need for skilled media professionals who understand the foundation, both ethical and practical, from which they need to work, becomes even more critical. But without adequate training in new media skills the goal will remain unachievable. This crisis in media requires to be addressed in the class room where young professionals are molded and sculpted. But to meet the needs of the fast growing media industry an ongoing training is vital to ensure that those working in the field too grow and develop. This entails broadening, updating and upgrading the core component of the media education at various levels.


Media education in particular is all about practice and more practice. More you practice, the better you become. For example, the best way to teach print media is to make the students write in newspapers and/or for websites. And if their interest is radio or television, then they need to get practical experience in these areas. This may be achieved either by working at community radio stations or by being involved in producing television documentaries that may or may not be broadcast on television.

It is a fallacy to assume that educational institutions are soley responsible for the education of media professionals. Any mass communication graduate, no matter how well trained, is at best only at the beginning of a process of development and need be further taken within the work place. One cannot expect graduates entrants in the profession to be fully skilled when they begin to work. Their development as media professionals needs to be seen as an ongoing one. Though they are launched in institutions of mass communications but eventually find their fulfillment in media organizations. The emergence of a high-tech media professional and a good journalist is indeed only a matter of time and entails much work experience and maturation.

What media students today need is nothing short of a leading-edge education suited to the needs of networked globalized industry. This would involve greater accent on fundamental concepts, values and skills needed to prepare them for communication careers commensurate with unprecedented changes. They need be fully equipped to understand the whole of communication scenario, be able to solve problems and imbibe the ethical and legal implication of media and communication which will let them be comfortable with innovation and working in concert with their peers. The object of the new media education is to prepare students for leadership roles in their professions and in their communities.

With a view to achieving the object of quality media education, the institute of Mass Communications are in dire need of to reconfiguring and updating their curriculum to produce graduates who are prepared for future leadership roles in the media and communication industries and who are able to communicate across disciplines and in multiple media formats. This for providing students with strong core content in critical thinking, research and analysis, information gathering, writing, graphics and design, and law and ethics and the latest media technology and skills.

The new media industries today the world over are at a crossroads. Media organizations are hard-pressed to comply with the highest industrial standards while portraying the essence of a changing society. In context of fast changing societies, media workers who are wanting in lacking adequate skills, and as a result the challenges they pose for media education and training, is not something new. Currently educators and communication professionals are seen to be busy discussing the ethical, economic and enduring issues on mass communication education both globally and locally in universities. Scholars from around the world are increasingly researching on issues such as the changing multicultural society, the popularity of “infotainment” genres, the convergence of media technologies and the effects of internationalization.

A radical approach to curriculum design, aims to equip students with more than just skills in one discipline, but rather grooming media professionals that are critically reflective, multi skilled, technically proficient and processing of a broad theoretical and contextual framework. For example, in journalism, the core media component does not only focus on journalism (print and broadcast) but also on cultural studies, film studies, media theory, public relations, advertising, scriptwriting and video production.

Most educators are aware of the responsibility they bear and the challenges they face, and most understand that change will take time. It means re-examining what we are doing in our programmes, consulting with industry, finding a balance between theory and practice, broadening what we expose our students to and finding innovative ways to overcome the language barriers we face. And Journalism trainers need to be sensitive to the barrier that language creates, while still ensuring that graduates possess the skills and competencies needed to be good journalists.

Admittedly, today the core knowledge required by media professionals is undergoing rapid changes reflective of media convergence and the increasing prominence of multimedia. Media students and reporters are seen to be deficient in having a conceptual map of the nature, scope and range of their field of study a well as their industry. One of the reasons for this is that concentration on traditional ideas about journalism is impacting strongly on the journalism industry. It is putting an added accent on the need for classrooms and newsrooms to reflect the social and cultural diversity of modern-day societies, along with simultaneously meeting the diverse needs within societies. Hence the urgent need for a detailed investigation into the context and direction of media education and training in the new millennium.

Mark Deuze (2002) of the Amsterdam School of Communication Research hold that the media education should be about “keeping the best practices of teaching context and practical skills course on the one hand, and including cultural and critical reflective didactics on the other”. Students must not only be made to learn how to write; but also be taught how to think or rather how to reflect critically, analyze, interpret and move beyond basic reportage to the heart of journalism as watchdog.

Even the existing Advertising and Public Relations sequences, while retaining their specialized foci, need grow around the concept of “integrated communication,” the strategically converged use of advertising, public relations and marketing concepts and tools.

Several neo-conservative status quoits believe that the more sophisticated and complex technology becomes, the more time it takes to learn how to use it. On the contrary, technology is becoming easier and easier to use. For example, many video cameras today can be used in totally automatic mode (where the shooter only has to worry about shot size and composition and not iris/focus/white balance, etc.) and this means, in a teaching/learning environment, one can worry less about the fine points about what the ‘buttons’ do and more about what the pictures say and how they work to tell a story. Further, new digital editing programmes are often incredibly easy to learn at a basic level. More and more, journalists are expected to be able to ‘do’ the technology as well as the journalism. Twenty years ago, reporters didn’t need to know the first thing about how a camera works, whereas today more and more reporters are being asked to do basic editing and even their own shooting. For example, there is CBC’s VJ (video journalist) phenomenon where reporters do everything.

The journalism program in order to be successful must be forward looking, competitive and state of the art. It would world require to build on and extend its extensive relationships with local, regional and national media companies and associations for the education and training of journalism students and faculty as well as media related industry professionals.

The board of studies of communications departments need include media and communication professionals with high reputations. Their expertise need be tapped for advice relating to curriculum and other professionally related matters, including how the course can acquire and maintain the latest technology in its facilities and how it can best upgrade the current facilities like computer labs and production studios. This updating and upgrading of expertise and facilities is the very pre-requisite of the new media education program aiming at excellence. It can achieve its object only by providing opportunities for faculty professional development to keep faculty expertise current as communication fields evolve thereby enhancing its resources for internal and external communication. This will help enable to build a national reputation an image.

The media education departments must offer to their students fully computerized reporting and editing classes, and create totally digital classroom and laboratory systems. They must orient themselves to revise their journalism curriculum and always be ready to undergo continual adjustments in response to changes in the profession. Far from print and broadcast sequences running separate as is the case today, students in the two sequences need to plan news coverage together, work together in the labs. Tomorrow, it is quite likely that the sequences might disappear and students will be required to work seamlessly on stories for print, electronic media and the Internet – or whatever systems will exist in the future.

Today, to be able to meet the challenge of the Information Age, it is important to understand how the mass media influence societies and how crucial it is for young people beginning their careers in the Information Age to be able researchers and clear writers. Combined with this grounding in the liberal arts there is the need to evolve a highly professional perspective. While concerning themselves with popular culture and communications theory, the mass communication students need emphasize the professional competencies of information gathering, analysis and writing. Unless the faculty have substantial experience in the newsroom and regularly return to it and need be active members of professional organizations, proper grooming and training of the students in the new information communication technologies will remain a distant dream.

A major trend in the news media today is convergence. While there are several models, it is not certain which will ultimately prevail. But the department’s students have to be so equipped by training and field work that they become prospective leaders in the evolving field. Mass communication programs in Universities must respond to this technological revolution by increasing their focus on the computer applications the industry is using. But woefully this is not what is happening even in the departments equipped with excellent facilities. There too owing to the apathetic mindset and outdated curriculum the focus of all media education classes continues to be on the concepts and principles, not on the technologies or equipment the industries and markets. Any forward looking media education curriculum must include courses in multi-media, graphics, advertising, management and business journalism and public relations. This will well position the students for excellent jobs upon graduation.



Mandatory Modules – these include the subjects that are necessary for any media person to be well versed in. Media deals with people and it becomes essential for the communicators to understand the society as a whole and not only the strata of society that they belong to. A country like India with varied cultures, policies and political upheavals it becomes very difficult for a media person to do justice to his/her job unless there is a high level of comprehension of the above mentioned areas. Thus it is suggested that the following subject be an essential part of the curriculum in media schools to enable the future of media excel in their respective media fields.
People and Cultures of India
Economic and Political Profile of India
Communication Studies
Professional Communication Skills
Media Research Methods
Broadcast Technology
Media Management
Current Affairs
Computer Applications
Use of communication technology
Media business

General Management Modules - Management is not restricted to business schools anymore. A good sense of business is vital for any career. The fact remains that at some point of ones career they will have a say in the Management of the organization or in some cases be the entrepreneur of an agency, without a strong grounding in the management related subjects its becomes difficult for the individual to understand the nuances of running an organization. Management is not just restricted to running an organization understanding the Economy, finances, the needs of customers and the behaviour of sub-ordinates can be facilitated by a brief insight into management.
Principles of Management
Marketing Management
Brand Management
Consumer Behavior
Culture Studies
Indian Business Environment
Human Resource Management
Finance Management
Managerial Economics
Media Marketing
Media Finance


Journalism modules – the boundaries of journalism is widening it is no more restricted to print and television. Various new fields and avenues are opening out to the Journalists today. Internet is becoming a much sought after Media thus technical know-how and cyber media have become essential. The reporters need to be more updated with international news than before as the global trends are undergoing radical changes. Knowledge on technology and filmmaking will prove useful in case of most reporting situations for the journalists. Thus a journalist who is well versed with the above mentioned is fully equipped to handle any situation on his/her own without waiting for assistance from an outside source, giving them an edge over the not so well trained ones. Thus convergence in training can prove to be valuable in the long run.
Print Publication: Planning and Production
News Reporting
Editing & Feature Writing,
Layout & Design
Publishing Technology
News Paper Production and Printing
Photojournalism
Design Technology
Current Affairs & General Awareness
Media Laws & Ethics
Media Management & Organizations
Development Communication
Geopolitics
Global Media
International Relations
Political Communication
Television News Production
Journalism in Hindi
Voice Modulation
Documentary Filmmaking
Broadcast Technologies
Photo Journalism
Cyber Media Content & Design
Special interest journalism - politics, business, sports, entertainment, crime, science & technology, art, culture and travel

Audio & Visual Communication modules include:
Basics of Photography
Genres of Still Photography
Creative and Commercial Photography
Camera and Lighting
Audio Visual Production
Post Production
Production Management and Scripting
Post Production Technology
Design Technology
Screenplay Writing
Direction
Audiography
Radio Production
Voice Modulation
Film Scheduling and Budgeting
Music and Film Appreciation
Scenic Design
Film Aesthetics
Television & Cinema Production Compared
Radio Production (for information, for entertainment)
Radio station management
Television channel management

Advertising Modules – This arena of media is the most dynamic and practice oriented. It is an inter-disciplinary field and thus requires subjects varying from management to graphic designing. Advertising has no water-tight compartments in terms of departments thus is common for shifts in specializations within the organization. It becomes vital in advertising to understand each department’s functioning as the whole process of advertising involves interdependence of activities. The subjects below cover the areas of advertising essential for a trainee to understand before venturing into the industry.
Advertising Management
Media Planning & Buying
Account Planning
Creative Planning & Strategy
Marketing and Market Research
Statistics & SPSS
Rural, Services and Integrated Marketing Communications
Allied Communication Tools
Design Technology
Advertising Research and Market Research
Copy strategies
Graphics Design
Commercial Photography
Advertising Research
International Advertising
Copywriting
Campaign Planning & Workshop

Public Relations, Events & Corporate Communication Modules – Public relations is opening its doors to include new specializations everyday. The areas of specialization cover the whole spectrum of fields, from politics to sports, from finance to celebrities, public relations is finding new avenues everyday. Events have also become a crucial media of communication. It is termed as experiential media and is being used as part of marketing strategies and not just as promotional activities. The subjects mentioned would give a trainee specializing in media a sound foundation for what the industry holds in the future
Public Relations
Event Management & Production
Corporate Communications
Corporate Identity & Culture
Brand Management Strategies
Brand Launch and Promotion
Market Research & Statistics
Rural Marketing Communications
Campaign Planning & Workshop
Integrated Marketing Communications
Allied Communication Tools
Services Marketing and Communications
Design Technology
Political Marketing
Public Relations Research
Event Management and Marketing
Agency PR versus Corporate PR
Internet Marketing
Reputation Management
Customer Relationship Management