A plethora of opportunities awaits management graduates in Mass Communication

The mass media sector is poised for rapid growth in the coming years. According to the latest report by Ernst & Young, the buoyant Indian Media & Entertainment industry is all set to be an INR 2.23 trillion industry (US$30.6 billion) by 2023. It is expected that the sector is going to witness a growth of 13.7% Compounded Annual Growth Rate (CAGR). Digital media is one of the fastest growing segments and indicators show that OTT is going to be the new norm. Social media is inarguably the new protagonist. However, television, print and the outdoor outdoors all have their niche and are going to thrive. 

In today’s interconnected world, courses in mass communication & journalism are a prime field for 21st century employment. The mass media sector offers millions of jobs in India. The sector is among the most promising ones in the country and is poised to offer even more exciting opportunities in the coming times.

What does it mean for aspiring management graduates? While a whole new world of opportunities awaits them, the requirement is for a highly specialised breed of management professionals in Mass–Communication. The industry needs trained professionals who know the nuances of Content Management and Revenue Management, as well as those who know how to monetise content and media platforms. Just like specialist managers in Marketing, HR, Finance, et al, we need managers who know how to navigate different kinds of organisations in the media and entertainment industry.    

In tune with the times, progressive Media Education institutes have launched full-time Management programmes in Media/Mass Communication. So, while the one-year P.G Diploma programmes shape up professionals for the industry, a 2-year Management Programme in Mass Communication is meant to create specialists in the domain of Management - Mass Communications. 

What does it mean for aspiring management graduates? While a whole new world of opportunities awaits them, the requirement is for a highly specialised breed of management professionals in Mass–Communication.

A full-time two-year programme, PGDM – Mass Communication/ Media, is a rigorous, industry-led course that develops students for careers in the media and entertainment industry. In such courses, the curriculum is more responsive to industry needs and provides the students with skills for leadership and in-depth knowledge of the industry to meet the demands of the changing global and Indian media environment. A Management programme in Mass Communication encompasses specialisation fields such as Branding, Advertising & PR, TV & Digital, OTT Management, Media and Entertainment, Sports Marketing & Management, Film Making & Marketing, among others. 

A well-designed Media Management programme is crafted by top media professionals from the industry. Further, students are trained in the context of the application of their knowledge to Marketing, Business Economics, Financial Management, Artificial Intelligence (I.A), Data Analytics, Organization Behaviour, Strategic Communication, Media Management, Operations, and of course, Functions of Media Organisations, apart from the much in demand Mar-Tech dynamics. All of these are meant to put them on par with other Management graduates, albeit with their unique specialisation in the dynamics of the Business of Media.  

Such a course opens the doors for diverse avenues and opportunities including OTT Platform Management (Netflix, Amazon, Sony, Hotstar, and others), Television Channels, Radio Stations, Print & Digital Firms, Marketing, Brand Management & Communication Companies, Advertising and PR Companies, Event and Entertainment Companies, Film Production and Distribution Companies, Online Entertainment, Celebrity Management Companies, Theme Parks / Experience Zones, Sports Marketing, Theatre Production, and Production Houses to name a few. 

After completion of an industry recognized and industry oriented management programme in the Media, a student may draw a salary which is at par with leading MBA graduates. With 3 to 5 years of experience, they can easily expect to draw 12-15 lakhs per annum and even more, with excellent incremental growth and enhanced earnings ahead. Moreover, the sky is the limit for those who venture into entrepreneurial avenues in the media and allied industries. Academics and Media Consultancies are other plausible career options.    

About the author

Sajal Mukherjee is Director-Apeejay Institute of Mass Communication Dwarka Delhi (AIMC). He is also the Course Director for the two years Full-time PGDM in Mass Communication & Journalism offered by AIMC.    

Note: The views expressed in this article are solely author’s own and do not reflect/represent those of Shiksha