
The entry of cable and satellite television in the year 1992 altered the media education landscape in India for once and all. Prior to the advent of cable and satellite television, there were few media education institutes in India. Indian Institute of Mass Communication (IIMC), New Delhi apart from training Indian Information Officers and Army Office, offered Post-Graduate Diplomas in Advertising and Public Relations and Journalism. The Mass Communication Research Centre (MCRC), Jamia Millia University, New Delhi offered masters degree and Pune-based Film and Television Institute (FTI) offered diplomas in different aspects of film-making.
As cable and satellite television entered the country in unregulated market so as media education. Since then, there has been a spate of media schools promising students and career-seekers in media nothing less than the sky. Well-known media houses entered into media education. The Daily Pioneer launched Pioneer Media School in New Delhi. The Hindu group started Asian College of Journalism in Chennai. Malayalam Manorama started a media school in Kottayam. The India Today group started a course in television production in New Delhi.
The Express Group, publisher of The Indian Express, is soon going to launch The Express Institute of Media Studies. Other media schools associated with major newspapers include the Times Centre for Media Studies owned by The Times of India. 9.9 Mediaworx is planning to re-launch the School of Convergence. There is also report about the launch of a Knight Foundation and the MacArthur foundation media school in the New Delhi suburb of Noida.
In a first in the country, Jawaharlal Nehru University (JNU) is all set to start a Media Research Centre. The proposal for the media research centre is a part of the INR 650 crore Plans which has been submitted to the Planning Commission for its approval. B.B. Bhattacharya, Vice-Chancellor of the varsity, says, "The media plays a significant role in deciding the future of the country. But there's absolutely no opportunity here to study why the media behaves and reacts to issues the way it does". It sounds so appropriate. For once, serious media academics will probably find some space.
As we know most of the central, state and deemed to be universities offer under-graduate and post-graduate degree courses in mass communication. There are plenty of other universities offering media education in distance education mode. In the middle of the big-wigs, there are small players. Critics call such media institutes as education malls or shops but I prefer to call them education kiosks. Students with high marks get into government run universities. If quality is not assured, at least these students complete their education at affordable fees. But large chunk of the students are left attended at the mercy of the private players.
There are some serious media educators in the country. With decades of experience in media education, they are struggling to run their own modest media schools. But they have lost all hopes. The visibilities of such media schools are lost in the advertising clutter. Big players with deep pocket is the new mantra. But can money really buy quality education?
The story doesn’t end here. Let me cite two contradictory reports. According to MediaKhabar.com, Indian entertainment and media industry is to grow by 10.5% cumulatively over 2009-13 to reach INR 929 Billion. On the other hand, according to a report by Kotak Institutional Equities cited in the Contentsutra.com, deficient rainfall this monsoon season and the resultant slump in demand in sectors will adversely impact earnings of media firms and may have a disproportionately negative impact on media stocks.
On the top of it, numbers of students pass out every year are three to four times more than the media jobs available. Students seriously interested in pursuing career in media simply do not know what to do and where to go? Look at the state of Indian media and journalism. Indian broadcast journalism has touched its lowest common denominator. There is confusion. There is chaos. What really went wrong and what can be done? From its inception, the government chose to remain ignorant. Media education in India was and is free for all. There is no regulatory mechanism in check quality media education.
For those aspire for quality media education must raise voice and demand for it. Students and parents must demand for relevant, contemporary and sound curriculum, quality teaching by full-time faculty members and top-grade professionals as permanent staffers, state of the art infra-structure and equipment, industry interface and industry placements. There is no point waiting for a media education policy… It may happen. It may not. For last seventeen years or so, no one has bothered. It’s a time to take a call as time is running out…The ultimate looser is not alone those who seek a career in media but media in India as whole.