Skill Subject: Mass Media Studies

This course aims at grooming the natural talent of students and exposing them to ever-changing skills needed in the media and entertainment industry with hands-on experience. The course is designed to provide fundamental information on analysis of film, TV (including News), print articles, understanding of the pipeline multiple products of the media & Entertainment industry (TV show / segment, film, article, ad film, etc.), concept of assembly line, animation, roles people play, skills & specializations, the creative process, aesthetics, design, framing, composition, writing, ideation and finally technology usage in the media & entertainment industry.

In the last two decades changes of phenomenal proportion have occurred in the field of Mass Media Studies. Mass Media has taken a quantum leap forward in terms of scale content and convergence. The media experience is an important part of globalization and civil society. The media has become an indispensable part of life at the national and local level. It has become an important factor in shaping young minds.

Part B: Vocational Skills

• Unit 1: Selling / Marketing / Exhibiting A Product through Advertising
• Unit 2: Introduction to the Production Process
• Unit 3: New Media
• Unit 4: Creative Contributions of the Key People

Unit 1: Selling / Marketing / Exhibiting A Product through Advertising

Chapter 1: Advertising concept & process

• 1. Product
• 2. specifications
• 3. Targeting
• 4. buyers

Chapter 2: Functions of Advertising

• 1. Promotion of product
• 2. Drive sales
• 3. Build a brand identity
• 4. Increase the buzz

Chapter 3: Types of advertising

• 1. Print-newspapers, magazines, brochures, fliers, posters
• 2. O OH-billboards, kiosks, trade shows events
• 3. Broadcast advertising - Radio, TV, digital Internet + mobile
• 4. In film' promos
• 5. Celebrity endorsements
• 6. Cross promotions
• 7. Merchandise
• 8. Games (Mobile and computer)
• 9. Covert advertising

Chapter 4: Forms of Advertising

• 1. Product Advertising
• 2. Institutional Advertising (Corporate)
• 3. Social Service - PSA Advocacy Advertising
• 4. Comparative Advertising Cooperative Advertising Direct Mail.
• 5. A Point-of-Purchase Advertising.
• 6. Informational Advertising.

Unit 2: Introduction to the Production Process

Chapter 1: Film

• 1. Pre- shooting stage.
• 2. Shooting Stage.
• 3. Post-shooting Stage.

Chapter 2: TV

• 1. Pre- shooting stage.
• 2. Shooting Stage.
• 3. Post-shooting Stage,

Chapter 3: Print

• 1. Planning, writing, editing, designing.

Chapter 4. Radio

• 1. Planning, recording, editing, transmission.

Chapter 5. Internet

• 1. Planning, Creating and delivering.

Unit 3: New Media

Chapter 1: Convergence and the New Possibilities of Communication

Earlier models of communication

• 1. Internet as the meeting point of all the mass media.
• 2. Broadcasting
• 3. Mass communication model of a few transmitting to a vast number of receivers.
• 4. Gigantic organization.
• 5. Huge technical infra-structure
• 6. Large scale revenue.

The changed paradigm due to the Internet.

• 7. Empowering an individual to post data on the Internet.
• 8. Information, message in one medium triggering off activity in the others.
• 9. Many sources of the same information.
• 10. Distribution of the information between individuals on an unprecedented global scale.
• 11. Rapidity of opinion generation on a local, national and global scale.
• 12. The socio-political implications of the new information order.
• 13. The strengthening of democracy.
• 14. Emerging trends in Mass Communication.

Unit 4: Creative Contributions of the Key People

Chapter 1: Film

• 1. Contributions made by Writer, Director, Producer, Actor, Cinematographer, Audiographer, Editor, Art Director, Music composer.

Chapter 2: TV

• 1. Contributions made by Writer, Director, Producer, Actor, Cinematographer, Audiographer, Editor, Art Director, Music composer.

Chapter 3: Print

• 1. Contributions made by Reporter, Sub-editor, Editor.

Chapter 4: Radio

• 1. Contributions made by artist, speaker, interviewer, recordist, programme producer, station director.

Chapter 5: Internet

• 1. Contributions made by writer, conceptualizer, editor, designer.