I do have a traditional Pay-Tv subscription, but I spend more time on my phone, where I get personalized content with tolerable advertisement breaks. In fact, Millennials and Generation Z are more dependent on digital platforms rather than traditional media portals like TV, Radio and Print for their news and entertainment options. Titled ‘India’s Digital Future: Mass of Niches’, KPMG India’s 11th edition of its Media and Entertainment (M&E) report says that the digital market is poised to become the second largest segment in India after TV, and also attract the maximum advertising spend by FY’22.
Evolving technologies are presenting opportunities for companies in the media and entertainment industry to achieve greater operational efficiencies. However, the big question today is, are our media and mass communication institutions ready to prepare the future workforce who can survive in this digital revolution? Today, media educators cannot teach about the contemporary media without taking account of the role of the internet, computer games and the convergence between ‘old’ and ‘new’ media. As there are new objects of study in the media and entertainment education field, it requires new conceptual frameworks and methods of analysis that go beyond those that have been developed in relation to older media.
Celebrating the success of new-age institutions in this sector, we have come up with a list of ‘10 Must-Watch Media & Mass Communication institutions in India’ in this issue. On the cover, we feature, Sharda University’s School of Media, Film and Entertainment, which goes beyond regional and cultural barriers with an educational model that is sustainable, replicable and scalable, and empowers students with a future that is driven by knowledge, practice, entrepreneurial skills, socially responsible principles and moral values.
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