"There is more to media & entertainment than the current scope"

The M&E industry has to fight the perceptions about being just a mode of communication, say media experts at the IMPACT Careers 360 Conference

e4m by Abhinav Mohapatra
Updated: Jul 2, 2013 7:59 AM
"There is more to media & entertainment than the current scope"

While media and entertainment is a burgeoning industry, industry experts wonder whether enough is being done to prepare the new generation that enters this industry.

The panel discussion on ‘Is There More to Media and Entertainment than Media and Entertainment’ saw experts discuss the perceptions about this industry and the ground realities. The session was moderated by Roshan Abbas, Managing Director, Encompass Events, and the speakers included Brian Tellis, Founder Fountain Head, Promotions and Events; Aswani Deshpande, Founder-Director, Head Communication Design, Elephant Design; Satish Jha, Chairman, ECCO Electronics; Pradeep Dwivedi, Chief Sales and Marketing Officer, Dainik Bhaskar Group; Shamshir Rai Luthra, Founder, Talking Rich New Media; and Gaurav Bakshi, Actor/ Anchor.

Satish Jha noted that the way to learn on paper is different from the screen. The emergence of media and entertainment, and the convergence of entertainment has transformed itself into the screen, so there is a change in perspective and knowledge. Gaurav Bakshi exemplified his experiences to share that there is little support for talent and mentoring in the current crop of institutions and added that job offers are not conventional anymore. Brian Tellis agreed on the fact that there is lack of support and added that there is nothing close to ‘training’ people. “When you say that you are an event manager, you are first given a run-through and then taken as a conman,” he added.

Meanwhile, speaking on how institutes are instilling the spirit of entrepreneurship in students and how M-Schools need to fill in the need-gaps, Aswani Deshpande cited the example of NID, which has a programme on entrepreneurship. According to Pradeep Dwivedi, pursuing one’s passion is the basic thing that helps; “nobody is prepared for the career path and learns the skills as one grows”, he noted. On a similar note, Jha said, “You are not appointed as an assistant editor because you went to school, but because you can ideate. How good a player can become is not taught in schools, one should keep learning because technology is changing.”

The panellists agreed that ideation and an individual’s learning and skill were the way forward. Deshpande felt that today the industry needs design managers. According to her, “There are many who are designers, but nobody to manage the designers.”

Commenting on the perceptions about the media and entertainment industry, Dwivedi observed that people tend to think that in a newspaper business, one needs to have editorial, design and sales skills, but he maintained that there is much more than these three aspects. “When it comes to marketing, it is the person at the last mile who can pitch and sell through activations and experiential. Therefore, one needs that kind of training as well,” he stressed.

The panellists concluded that one needs to answer the question of ‘scope’ in the industry. Roshan Abbas summed it up by saying, “We need to communicate in the right manner about how the communication industry works, that will solve most of the issues.”

The speakers were sharing their views at the IMPACT Careers 360 Conference on Future of Talent in Media and Mass Communication Industry, presented by Zee Entertainment and Vasudhava Kutumbakam, powered by Alchemist, which also unveiled India’s Best M-School Rankings 2013, a first by the exchange4media Group.

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