The B-school fad has apparently crept into the domain of mass communication as is evident from the communication training institutes of various hues that are coming up, particularly in places that see high media activity. The emerging institutes believe there is a hard-felt need for well-trained media professionals in the industry which traditional institutes are apparently failing to provide. Of course, the established institutes take a view that the upcoming institutes reflect a fad that is reminiscent of the mushrooming of B-schools in the 1990s.
In Delhi, seasoned advertising professional Sajal Mukherjee has recently set up an institute called Futursitix Media & Communication Centre that will cater to the emerging needs of the industry at the entry-level positions. exchange4media.com had reported earlier on this.
Mukherjee said today that the institute will offer post-graduate diploma courses in media and marketing besides extending refresher courses for professionals in the industry. “The vacuum in the industry for good professionals needs to be filled,” he said.
Mukherjee is assisted by advertising professional Vivek Dev Sharma who was responsible for developing the prototype at MICA for this venture.
Meantime, Hindi print media major Dainik Jagran is all set to kickstart its Jagran Institute Of Management and Journalism In July 2004. Ajay Upadhayay, Director of the institute, said the programme will include post-graduate level courses in print, broadcast and advertising. “Hands-on experience will be given to the students,” he said, adding that the institute “will produce the right kind of professionals”.
Namrata Suri, Director, New Institute of Advertising, too is of the belief that traditional methods of training in communications have given way to more modern methods which newer institutes specialise in.
But Atul Tandan, Director, Mudra Institute of Communications, Ahmedabad (MICA), likened the new trend of upcoming communications schools to the mushrooming of B-schools in the country sometime ago. Taking a cue from the B-school trend, he said that only leading schools like MICA, Symbiosis, IIMC, Asian School Of Journalism, Department of Mass Communication, Panjab University, and MCRC, Jamia Milia Islamia would produce quality professionals for the industry.
Supporting Tandan’s view was Archana R Singh, Lecturer, Department of Mass Communication, Panjab University, Chandigarh, who said that a basic level of maturity is required to understand communication. Graduates with sound knowledge undertaking communication courses from recognised universities do a good job, she said, adding, “Private institutes may provide short-term fill-ups but serious professionals need good training.”
Well, the debate rages on. But the aspirants for mass communication education and assignments will benefit from a wider choice of subjects, methods and opportunities as newer institutes dot the domain.