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Hitting the headlines
"The media industry's projected revenue growth will touch Rs.76,000 crore by 2012. Nearly 60 percent of this growth will come from the broadcast media"
Chand Narayan, Head, Human Resources, TV18.

Starting Salary : Rs.80,000 — Rs.1.80 lakh p.a.
" Most media schools are too general in their approach. They need to provide specialised training to bridge the gap"
Sanjay Salil, Director, Mediaguru
When Sanjay Salil, director of broadcast media consultancy Mediaguru, says that there is no dearth of opportunities for talented youngsters in the media sector, you'd like to believe him. For, he's just finished recruiting about 200 people in Kerala for media house Malayalam Manorama's upcoming news channel. Going by his statistics, at least another seven national news channels are expected to hit the small screen in the next five years. They will add to the crowded news TV market where 20 national news channels and countless regional news channels are already jostling for eyeballs.
That is not all. His company is also advising several big media houses on setting up radio stations. "The private radio sector alone will require at least 8,000 people in the next one year," he says. His calculation is based on the 283 frequencies that have been allotted by the government to private operators for setting up radio stations. on an average, a radio station will require about 30 people, Midiagrur estimates. A national news channel, on the other hand hires approximately 400 people while the manpower requirement at the regional level is about 200.
In short, the media sector— be it television, radio or print—is booming.
Consider the numbers that Chand Narayan, head of human resources at Television Eighteen(TV18), a broadcast company operating a clutch of business and general news channels, throws up. A CII-KPMG study, he says, expects media industry's projected revenue growth to touch Rs.66,600 crore by 2012. " Nearly 60 per cent of
this growth will come from the broadcast media," he adds.
Clearly, the mind-boggling growth story creates a huge occasion for youngsters to jump into the media industry. Broadly speaking, both print and electronic media journalism offer a host of desk and field jobs.
In print, these include reporting and photography and desk jobs such as editing and graphic designing. Field reporters usually cover events or develop specialisation in subject like defense, politics, sports, culture and business news. At the desk, sub-editors and copy editors give stories their final shape and make them presentable with

headlines and captions. Newspapers and magazines also require senior editors and commentators who write the edit pieces and columns on issues of interest.

Television, on the other hand, needs reporter, anchors, producers, cameramen, video editors, graphics designers, programming experts, sound recordists and engineers. Both media require people in ad sale, marketing and distribution as well.
Considering that both TV and print require vast editorial resources, manpower shortage in area is already palpable. "You have no idea how acute the shortage is," exclaims Sunil Kumar, placement consultant operating in the media sector. In editorials, desk roles (copy writing, copy editing) are apparently facing the biggest shortage. Points out TV18's Narayan: "Most of the current requirement is broadcast media is being met by hiring from the print. Given that print is also growing, though at a lower rate than broadcast, it is going to create a serious problem of retention of talent in print."

Media organisations also need people in the technology, finance, accounts, administration and HR departments. Says Narayan: "These functions are unlikely to face any major scarcity issues as skill-sets are more generic in nature and talent can be accessed from a bigger and more mature pool. The existing professionals in broadcast media will, of course, command a higher premium."
Today, there are countless media schools offering programmes in Print and Broadcast journalism and advertising and public relations. One can pursue a bachelors degree or a postgraduate degree in journalism or mass communication. Additional course work, specialised training or internship enhances one's opportunities in the field. There are a number of universities and institutes offering courses in journalism. The minimum eligibility for a bachelors degree in journalism is 10+2. In most cases, the age limit for admission is 25 years.

Interestingly, no two media experts agree on whether media academies and institutes prepare personnel for the industry. The argument is that the ability to write or produce news in inborn. "The issue is debatable. But certainly institutes can spot talent during admission and individual skill can be honed," believes Ajay C. Upadhyay, director Jagran Institute of Management & Mass Communication. Like most present day media schools, Jagran offers one-year programme in print and TV journalism, advertisng and public relations and management.
Sanjay Salil, however, feels that the academies are not producing the right candidates for media jobs. "Most schools are too general in their approach. They need to provide specialised, work specific training to bridge the gap," he says. Upadhyay does not agree. He says the schools are academic institutes that offer students an overview of journalism to place things in context. "Besides, we'd rather look ahead of the industry's current requirements as the contours of media are growing. Technology dictates content these days," he says.

Clearly, media is a profession for youngsters with a keen news sense, great communication skills, both oral and written, and above all, confidence. Any one with the right attributes could make a successful career in media which has become an extremely rewarding profession over the years. However, the gap between salaries in regional and national media, print or TV, remains. While trainees in regional news channels earn about Rs.6000, those in national channels make up to Rs. 17,000. The print media salaries are lower, though the gap is narrowing thanks to increased competition from new publications as well as the threat from TV.

At the senior level, salaries in news channels very between Rs. 1 lakh and Rs.1.75 lakh. Anchors earn anywhere between Rs.50,000 and Rs.80,000. The jump in salaries is a function of demand and supply.
Says TV18's Narayan: "In media, especially broadcast, content is king. Organisations that compromise on the quality of talent are likely to do badly in the viewership stakes and hence financially too. There is no substitute for topnotch talent."

However, besides remuneration, candidates must look at the credentials of the company they are applying to. The company must have a decent track record in terms of financial performance and must have a stable senior management team. "It should be able to adapt itself to change quickly whether in terms of launching new channels, leveraging technology or responding to changing viewers needs".

Where to Study
Indian Institute of Mass Communication
JNU New Campus, New Delhi- 110067
Phone: 011 6171360
Website: www.iimc.nic.in

Symbiosis Institute of Mass Communication
4, Senapati Bapat Road, Pune- 410004
Phone: 020 5670391
Website: www.simc.edu

Lay Shri Ram College
Lajpat Nagar-IV, New Delhi- 110024
Phone: 011 26434459
Website: www.lsrcollege.org

Film and Television Institute of India
Law College Road, Pune- 411004
Phone: 020 25431817
Website : www.ftiindia.com

MCRC, Jmia Milia Islamia
Maulana Mohammand Ali Johar Marg,
New Delhi- 110025
Website: www.jmi.nic.in

AJK Mass Communication Research Centre
Jamia Millia Islamia, Jamia Nagar,
New Delhi-110025
Phone: 011 26987285
website: http://jmi.nic.in

Asian College of Journalism
Kasturi Centre, 124, Wallajash Road,
Chennai - 600002
Phone: 044 28418254
website: www.asianmedia.org

Jagran Institute of Management & Mass Communication
F33, Sector 6, Noida- 201301
Phone: 0120 3947584
E-mail : hunnc@pixelgalaxystudio.com

Manipal Institue of Communcation
Old Tile Factory Road, Press Corner,'
Manipal- 576104
Phone ; 0820 2571201
website: manipal.edu/mic/index.htm

Amity School of Communication
Amity Campus, Sector-44,
Noida- 201303
Website: www.amity.edu/asco/

New Delhi YMCA, Centre for Mass Media
1, Jai Singh Road, New Delhi- 110001
Phone: 001 23361915


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