media education in india

Media Education in India: curricula vs skills gap

Media Education in India:curricula vs skills gapDr. Ankuran DuttaAssociate Professor, Bhupen Hazarika School of Mass Communication, KKHSOUManaging Trustee, Dr. Anamika Ray Memorial Trust&Dr. Surbhi DahiyaAssociate Professor, Indian Institute of Mass Communication

November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa1

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this presentation is dedicated to Dr Anamika Ray

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Skilling India . Today, the world and India need a skilled workforce. If we have to promote the development of our country then our mission has to be `skill development and `skilled India. Millions and millions of Indian youth should acquire the skills which could contribute towards making India a modern country. I also want to create a pool of young people who are able to create jobs and the ones who are not capable of creating jobs and do not have the opportunities, they must be in a position to face their counterparts in any corner of the world while keeping their heads high by virtue of their hard work and their dexterity of hands and win the hearts of people around the world through their skills. We want to go for the capacity building of such young people. My brothers and sisters, having taken a resolve to enhance the skill development at a highly rapid pace, I want to accomplish this

November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa3Shri Narendra Modi, The Prime Minister of IndiaIndependence Day Speech, 2014

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Skilled workforce in IndiaNovember 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa4

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Skilling India mechanismNational Skill Development and Entrepreneurship policy (2015) Sector Skills Councils (SSC) are industry-led bodies which are working towards increasing the efficiency and expanding the outreach of workforce involved in various sectors of our economy. SSCs have been responsible for the evolution of NOS and QPs for various job roles. Each job role is to be defined as per the notification of NSQFThe SSCs have the responsibility to make sure that people who are trained to NOS or QP are employed by the employers in their sector. NOS specify the standard of performance an individual must achieve when carrying out a function in the workplace, together with the knowledge and understanding they need to meet that standard consistently.


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PPP in Skilling media professionalsMESC is an important body set up under the National Skills Development Mission, GoI under the aegis of NSDC and promoted by FICCI. The Media & Entertainment Industry is projected to grow to INR 1457 billion by 2016. Therefore it becomes imperative to have skilled workforce catering to the growing needs of the industry across various subsectors in terms of quality and quantity.According to Planning Commission of India, the contribution of Indias media and entertainment sector grew from 1.40% to 1.70% from 2010 to 2013.The contribution of Indian media and entertainment sector to employment which was 9.30% would rise up to 14% in the year 2017.

November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa6Source: http://www.mescindia.org/

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Contribution of the sectorNovember 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa7

Source: Report of the Working Group on Employment, 12th Five Year Plan

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M&E Sector


Source- NSDC- KPMG Report Human Resource and Skill Requirements in the Media and Entertainment Sector 2013-17 and 2017-2022

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M&E Sub-Sector


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Workforce Demand in M&EThe total current employment in the Media and Entertainment industry is estimated at 4.6 lakh and is projected to grow at a CAGR of 13% to 7.5 lakh by 2017


Source: MESC Skills gap Study conducted by E&Y

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Workforce Demand in M&ENovember 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa11

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Media educationMedia education in India is anchored in two dominant systems of media industry and education sector, while the education sector in India is much evolved and is overseen by Ministry of Human Resource and Development (MHRD), the media industry per se is not yet very organized.November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa12Source: Support research and innovation in Media institutions in India and United Kingdom

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Qualification Packs and NOSTill now 28 new job roles in the sector has been approved while 51 job roles have been defined as per NOS. Each NOS defines one key function in a job role. The approved job roles-Executive Producer, Line Producer, Location Manager, Production Assistant, Animator, Modeler, Ringing Artist, Texturing Artist, Line Action Director, Sound Manager, Sound Assistant, Art Director, Character Designer, Layout Designer, Compositor, Lining Artist, Colour Key Artist, Clean-up Artist, Story Board Artist, Editor, Script Editor, Script Writer, Script Researcher, Sound Designer, Animation Director, Sound Engineer and Colourist.


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NOS in progress First category (NOS in public view)Hair dresser, Make-up artist, Prosthetics, VFX rendering/lighting artist, Vfx roto and Paint Artist, Vfx Editor and Coordinator. Second category (NOS under industry validation)Sales director, Sales manager, Sales executive, Sales Coordinator, Traffic Coordinator, Advertising operations coordinator, Account Director, Account Executive and Voice over artist. Third categoryEditor-in-Chief, Desk Editor, Correspondent, Correspondent- TV and Radio, Senior Correspondent, Assignment Editor, Director of Photography, Camera operator, Assistant Cameraman, Broadcast Operations Director, Broadcast Operations Engineer, Broadcast Operations Manager, Ingest Executive, MCR Engineer, OB Engineer, Lighting Director, Gaffer, Lighting Technician, Marketing Head, Marketing Manager, Marketing Executive.November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa14

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Producing journalists?The Indian media industry is expected to grow at a rate of 18.4% per year with a size of INR 918 billion. There is a sizable shortage of trained professionals that possess the relevant skills for jobs within each sector.About 80% of media professionals (sampled) opine that though the fresh graduates come with good technical skills but they lacked general awareness and writing abilityFresh media graduates need to be spoon fed in the initial one year and most of them rely on search engines like Google and thats why they are called Google journalists of the organization, opined a media person.

November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa15FICCI-KPMG Report(2015).Making India the Global Entertainment Superpower. Retrievedfrom https://www.kpmg.com/IN/en/Press%20Release/Frames-2015-Information-Note-KPMG-in-India.pdf

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findingsMedia sector is suffering from a huge skill gap, especially in the vernacular mediaMedia education is not up to the demand of the industryPractical aspect of media education is appreciated more in the industry than the theoretical understanding of the subject.There is a need for opening up of more media institutions in the country and integrate skill development in the curriculum.Media sector is expanding rapidly according to all the studies and reports that have come out in the recent years and the demand for skilled workforce is increasing.There is a need for training the trainers themselves so that skills gap in various sectors of the economy could be effectively bridged.Most of the new entrants in the field lack good command over language both orally and literally.India is lagging behind both developed and developing economies as there is a huge overall skills gap in the economy.Skills gap directly affect the condition of economy in our country.


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Producing skilled workforce in Media and Entertainment sector is the need of the hour.The issues facing media education relate to theory versus practice and the quality of faculty.Media education in India is facing many problems including diversity of media courses taught in the country. Curriculum should be updated regularly to keep pace with the need of the industry. A new model curriculum needs to be written, keeping in mind the changes in the industry. Skills and technical know-how should also be integrated.Industry professionals feel that the new entrants are not skill oriented and not fully equipped for the present job roles reflecting a disconnect between industry and academia.The most important skill that senior academicians and industry professionals emphasized was on General Awareness, writing skills and language fluency.There should be formal and regular interface between academics and industry.An accrediting body should be created that should look into the challenges and problems of media education.Research done by Department and media institutes is very thin and does not connect to the requirements of the industry.Due to lot of disparity in terms of course content, content delivery, teaching and training of students in universities, departments, colleges and institutes, there is a need for standardization of journalism/ media education.November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa17

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RecommendationsCreating a demand for skilling in consonance with the demand of the industry and connecting the supply of skilled media professionals with the media industry.As a public perception, skill sector is considered to be lower than mainstream academics. To bridge the skills gap, skill certification should be equated with mainstream education.Policy makers should recognise the fact that mainstream education has to have a skill integration programme attached to it. Unless there is a backward integration of skills into mainstream education Mainstream education and skill education should acknowledge training in mother tongue. MESC should promote formal skill development through a PPP model. Rope in private players to invest in infrastructure and equipment. MESC should create training capacities through credible media institutes.


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To promote the interest and awareness levels of students, M&E courses should be introduced at the secondary school level.Vocational training should be made aspirational for youth and comparable in standards with mainstream education, so that employers can understand the value of skilled manpower.Incentives should be given to students who successfully complete their skill certification.Skilling should be in line with changes in digitization, new technologies and convergence in the media industry.Emphasis should be on training part in every curriculum. It should be cautioned that though theoretical understanding of the subject is very necessary all the media institutions should not teach an outdated syllabus. Train the trainers is important as many a times it is seen that those who are in-charge of training people are themselves cut off from the rapidly changing demands of the industry.November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa19

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The youngsters should be encouraged to keep working within the industry along with their education to get a sense of what is needed of them in the market when they go out to work on a full time basis. Skill development must match up with the global and national standards and people should be trained to be skilled in their jobs but they should also be multi-skilled because a multi-skilled person is the requirement of this age.Flagship and niche programmes should be started at different levels to meet the demands of the media industry.Create an online data for aggregating demand and supply of skills to help align efforts towards bridging the existing skills gap.Employers, industry professionals and academicians should join hands in creating curriculum that meets the demand of the industry and establish national standards.Recognise the value of on-the-job training, by making apprenticeships in actual work environments an integral part of all skill development trainings and mainstream education.


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AcknowledgementCommonwealth Educational Media Centre for Asia, New Delhi

[email protected] 91-9910115696November 2, 2015 DR anamika ray memorial trust, 2015; cc-by-sa21

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