Futuristix Media Communication Centre (FMCC), a Delhi-based advertising, media and journalism institute, and AIDIAS, a Kolkata-based business development consultancy company, have signed an MoU to jointly offer customised training to media marketing teams of different media houses.
Sajal Mukherjee, Founder and Director, FMCC, said, “FMCC is a talent incubation centre in the media industry and we are collaborating with AIDIAS with the purpose of roping in the best talent.”
Commenting on the association, Deepak Pramanik, founder of AIDIAS, said, “The media space is today becoming extremely crowded and competitive. Earlier, choices were few and decision making was easier. Today, New Age media is competing equally with traditional media for the share of the ad pie. Moreover, advertisers have become more demanding and expect greater accountability from their media planners and buyers for every rupee being spent on their behalf. The poor media buyer is also hounded by the representatives of continually increasing number of media houses. Under these circumstances, a well-trained team can help the advertiser and the media buyer to extract greater value for every advertising rupee spent on different media.”
Pramanik has been on the panel of experts at FMCC for several years and has worked with FMCC closely on the programme that the institute has delivered at the workshop conducted for the Jung Group in Karachi in Pakistan, as well as the marketing workshop conducted by FMCC for Prabhat Khabar at Ranchi.
Pramanik rued the fact that training was akin to receiving a lip service in the media houses. “You cannot expect a jamboree during the annual sales conferences or executive development programmes, as they are often called, to be training. Those are essentially sales conferences. Neither can a series of lectures by eminent media experts be construed as training. At the most, these lectures can qualify as workshops. Training has to address the exact needs of the team as desired by the media buyers or advertisers,” he pointed out.
To elaborate further, Pramanik cited the example of the training conducted by AIDIAS for the media marketing team of Mint, the financial daily introduced by Hindustan Times in collaboration with The Wall Street Journal. “Since AIDIAS also has the capabilities of high quality market research, our experienced researchers spoke to media buyers and advertisers in Delhi, Mumbai and Kolkata to ascertain their expectations from the team which would launch Mint. The entire programme was designed on the basis of the findings.”
He added, “FMCC has already developed several tools for classroom training as a part of the curriculum. Our actual media marketing experience at AIDIAS along with the core strength of strategising for business development, when coupled with the expertise of the team at FMCC, will make a formidable impact in enhancing the performance of any media marketing team. In these programmes, we will not only make participants familiar with the tools, but also the application of the same in real life situation for achieving higher revenues for their brands.”
FMCC, which was set up in August 2004, is an educational institution founded by professionals from the media and communication sectors. It is the only advertising and media communication institute in Delhi that trains students on industry used databases and applications like TAM, aMAP and IRS; has a curriculum that has been designed by working professionals with a blend of academics and professional practice, and well-grounded in Indian culture. The institution conducts customised training and executive development programmes regularly for media industry professionals.