S.Y.B.M.M Semester IV

1. MASS MEDIA RESEARCH

• Introduction to Research Concepts
  • Scientific research and its basic principles, empiricism, verifiability, generalization
    • Quantitative vs. qualitative idea
  • Role of research in the media
    • Commercial vs. academic research
    • Administrative v. cultural research
    • Research related to media institutions, media message and media audiences
  • Research Approaches or designs
    • Experiment
    • Survey
    • Case study
    • Comparison
    • Longitudinal research
    • Observational study
    • Content analysis
  • Data collection techniques
    • Questionnaire
    • Interview
    • Schedule
    • Different types of observation techniques
  • Sampling techniques
  • Measurement and scaling
  • Basic statistical technique – deviation, correlation analysis
• Introduction to Mass Media Research
  • Research in media messages – content analysis and semiotic analysis
• Content Analysis
  • Definition and uses
  • Quantitative and qualitative approach
  • Steps in content analysis
  • Devising means of a quantification system
  • Limitations of content analysis
• Introduction to Semiology
• Research in media audience and the ‘effects’ debate
  • Magic bullet to limited effects
  • Users and gratification model
  • Cultivation analysis
  • Audience reception

2. UNDERSTANDING CINEMA

• A discussion of early narrative cinema
• A discussion of Soviet cinema
• Lecture with clips on Hollywood studio system
• Discussion and screening of early Indian cinema and the development of studio system in India
• A discussion of Italian neorealism
• A discussion of parallel cinema movement
• A discussion of Hate’s films
• A discussion of Japanese cinema
• A screening of Kurosawa’s films
• A discussion of classical narrative technique
• A discussion of East
• European comic-political cinema
• A discussion on the Star system and the Hindi formula film
• A discussion on independent film-making in Hollywood
• A discussion of Indian global cinema
• Screening of Mohsen makhmalbaf or Abbas Kiarostamis recent films along with the discussion of contemporary cinema
• A visit to a shoot in film city
• Lecture demonstration on technical aspects of the film

3. ORGANISATIONAL BEHAVIOUR

• The Organizational Environment Model
  • Organization environments
  • Organization as systems
  • Formal organization : design and structure
  • Division of labor and task independence
  • Specialization of work
  • Distribution of authority
• Organizational Culture
  • Sources of organizational culture
  • Types of organizational culture
  • Manifestation of organizational culture
  • Managing organization culture
  • Organizational sub-culture
• Organizational Socialization
  • Learning how to adapt to work
  • Early socialization influences
  • Preliminary work socialization
  • Organizational socialization
  • Work force diversity, gender, ethnic, and community issues
• Motivation

a) Motivation results model

b) Theories of motivation

• • Need theories
    • Two factor theory
    • Job design approach
    • Achievement power theory
  • Process theories
    • Reinforcement theory
    • Expectancy theory
    • Equity theory
    • Goal setting theory
• Application of motivation theories
  • Job enrichment
  • Self directed work group
  • Job rotation and cross training
  • Learner management structures
  • Total quality management
  • Positive reinforcement programme
  • Productivity gain sharing approaches
• Groups in Organization and Group Dynamics
  • Issues of conformity, social facilitation
  • Risky shift and polarization
  • Group cohesion and consequences
  • Cooperation and competition
  • Conditions fostering cooperation and competition
• Decision making
  • Characteristics of decision making process
  • Ideal vs. actual decision making
  • Advantages and disadvantages
  • Group thinking
  • Decision making in networked organization
• Concept of team work and its effectiveness
• Stress
  • Sources of stress; work and non work factors
  • Stress and coping
    • Objective environment
    • Psychological environment
    • Individual differences
    • Stress manifestations coping strategies

4. RADIO AND TELEVISION

Radio:

A)

• Radio Language
• Script writing for news
• Documentary, feature, drama, speech, skit, soap opera
• Special audience programmes
• Voice presentations
• Announcing
• Compeering
• Adlibbing
• Interviewing
• Narrating
• Conversation
• News reading

• Programme policies and services
• Critical analysis of radio programme
• Radio forums and clubs
• Audience research

B)

• Radio programme production techniques
• Sound studios and transmission facilities
• Reverberation and echo
• Various types of microphones
• Tape recorders and playback machines
• Recording
• Sound mixing
• Editing

Television:

• Scripting for various kinds of programmes on television
  • Documentaries and features
  • Entertainment programmes
  • Online programmes
  • Educational programmes
• Models of presentations
• Programme research
• Planning
• Budgeting and scheduling
• Indoor and outdoor shooting
• Video production
  • Introduction to video camera techniques
  • Audio techniques
  • Television studio operations
  • Lighting
  • Live programme production
  • Role and functions of studio personnel
  • Graphics
  • Special effects
  • Editing
• Programme evaluation
• Identifying and researching topics
• Writing programme proposals
• Marketing

5. ADVANCED COMPUTERS

• Desktop publishing
• Advanced desktop publishing
• Computer animation
• Web Page designing

6. PHOTOGRAPHY AND PRINT PRODUCTION

• Basic Principles of Photography
  • Properties of light, electromagnetic spectrum, reflection, transmission, refraction and polarization of light. Different type of light sources and their properties
  • Controlling light, pinhole camera, concave and convex lenses and mirrors, real and virtual image formation
  • Photosensitive material, Image formation, latent image development as fixing
• Camera
  • Mechanism of aperture, shutter, camera body, view finder, lenses, transport
  • Classification of camera and their relative comparison
  • Camera operation, exposure light tables
• Basic Photography
  • Various parts of the camera
  • Loading and shooting on black and white film
  • Effect of aperture
  • Effect of shutter speed
  • Using flash light
  • Use of camera accessories
  • Care and maintenance of camera equipment
• Colour Photography
  • Introduction to colour film
  • Chemistry of colour development and enlargement
  • Contact and projection printing
  • Colour and light, basic principles of colour sensitivity, colour temperature, colour reversal film, colour negative film
  • Light and lighting, outdoor, night and indoor lighting
  • Colour development
• Print Production
  • Major landmarks in history and development of print technology
  • Basic print process
  • Print machines and image carriers, letter press, offset, silk screen, digital print
  • DTP
  • Future trends in print technology
  • Exercise for handling typical jobs

SPIKES ASIA – The 1st Asian Advertising Festival held at Singapore is gearing up as the three-day film festival will begin next Wednesday. The Asian film festival has received total of 2,685 entries from 21 countries. Topping the list is China with 382 entries followed by Singapore with 369, Japan on 335 and India with 321.

Amongst he most awaited and prestigious awards are the Agency of the Year, Media Agency of the Year and Network of the Year titles. The winners will be announced and honoured during the Spikes Asia Awards Ceremony that will be held during the evening of Friday 18 September at the Victoria Concert Hall and that will be followed by the After Party at IndoChine Waterfront.
Philip Thomas, CEO of Cannes Lions and joint organizers with Haymarket of Spikes Asia, added “While we are in the midst of difficult times, now more than ever Awards matter. Not only do they provide inspiration and showcase the best creative work out there, but also bestow important recognition to the people and the agencies involved in the work.”

Entries have been submitted in 11 categories: TV/Cinema (310 entries), Print (576), Outdoor (615), Direct & Sales Promotion (151), Media (230), Radio (62), Design (152), Digital (272), Integrated (54), TV/Cinema Craft (53) and Print Craft (210), and will be judged by top international and regional industry leaders.

UTVi, the business news channel owned by UTV promoter Ronnie Screwvala, has decided to collaborate with Bloomberg, a global business news and information provider. The strategic partnership will allow Bloomberg to get a 10% stake in UTV News Ltd whereas UTVi will get access to the Bloomberg television network global feed.

According to the deal, UTV’s business news channel UTVi will be re-branded as Bloomberg-UTV.
Launched in 2008, UTVi is at the bottom of the ratings chart for business news channels, trailing CNBC TV18 and NDTV Profit. UTVi’s local newsgathering, production and distribution and Bloomberg’s financial news and global reach would be leveraged to broadcast news and information about the Indian markets for audiences in the country.

Hope this news gets some viewers…

Prasoon Joshi, apart from being an ad man, has also won some acclaim for himself in Bollywood. So much that he was awarded the Shailendra Samman Award for Outstanding Literary Achievement for meaningful writing in Films.

The award was presented by the well known poet Neeraj. On receiving this prestigious award Prasoon said, “Such appreciation for ones work is always a very humbling experience. Add to that, the award was presented to me by none other than Neeraj sahab. These will be some of my most cherished moments ever.”

What made the event more special for Prasoon was the presence of the Chief Minister of the State, Mr Ramesh Pokhriyal ‘Nishank’ (a renowned journalist and poet) who appreciated Prasoon for his work.

Prasoon has done some amazing lyrics for movies like Taare Zameen Pe, Rang De Basanti, Delhi – 6 and Phir Milenge.

Manish Arora is the new Director – Business Planning AMO. AMO – an acronym for ‘Analysis of Marketing Opportunities’ was set up in 2000 as a joint venture between Percept Limited and Hakuhodo Inc. Manish will be leading business development initiatives for AMO’s Mumbai office.

Before joining AMO, Arora worked with Saints & Warriors. He has also previously worked with Classic Advertising (Dubai), Quadrant Communications and O&M for clients such as Pantaloons, Staples, Amul Innerwears, Elf Lubricants, Toshiba, Alcatel Videocon, Voltas and Sansui, among others.

Manish Arora will reporting to the MD of the company, Elvis Dias and COO Jitendra Khokle.

IndiaMART.com, India’s no. 1 online B2B portal (Source: IAMAI) has appointed Quasar Media as its official digital agency. Quasar will be responsible for IndiaMART’s digital marketing campaigns, media planning and media buying.


Quasar already has brands like Microsoft, VISA, Maruti Suzuki, Kingfisher Airlines, Make My Trip as its clientele. The company has been selected by IndiaMART after a vigorous multi-agency pitch.

Mr. Dinesh Agarwal, Founder and CEO, IndiaMART.com said, “Being the most effective, accountable and transparent media for our business, Internet is an integral part of our marketing mix in reaching out to our target audience. With the emergence of social media, we are looking at Internet in a big way to consolidate our leadership position further. Quasar has shown sound understanding of our business and proposed scalable and performance driven solutions. Their proven expertise in the space will help us in reaching out to our target audience more comprehensively and effectively.”

“We recognize IndiaMART’s leadership in the digital B2B space and I am sure Quasar’s vast knowledge and leadership in digital services will create a successful partnership in achieving IndiaMART’s continued leadership in the B2B space”, says Mr. Deven Dharamdasani, Business Director, Quasar.

TBWA India is leaving no stone unturned to get a great team on board for the latest projects. And the latest addition to the team is Gayatri Gogate, who was earlier an Associate VP at Leo Burnett.
Apart from having a eight year experience in the industry, Gayatri has also been an entrepreneur, successfully running an Out-of-Home activation business.

Shiv Sethuraman, CEO TBWA India Group added, “We have had a good first six months on the new business front with all our offices pulling in new businesses. The last few months have been about finding the right people to work on these businesses and also replacing some of the under performing people within the system.”


Over the past few months, TBWA and TEQUILA India have hired over a dozen people across their various offices to work on current business and a slew of new accounts such as Maruti Suzuki, Mail today, Meow FM, V Guard, Style Spa, Dabur, Visa and SAB Miller.


Speaking about her new move, Gayatri said, “I am really looking forward to my new assignment and excited about the new challenges. TBWA have some fantastic brands and great people. Their ‘Disruption’ approach is unique and exciting and I look forward to getting a taste of it soon.”

ESPN Star Sports (ESS), Asia’s largest sports broadcaster has applied to the Indian government for permission to downlink the proposed channel, which is likely to be called ESPNews. The new channel would be an addition to its already existing ESPN, Star Sports and Star Cricket.

Earlier this week, ESS had relaunched ESPN and Start Sports Channel across all Asian countries. “The relaunch aims to enhance the value of our brands — a stronger brand means better and more business,” said RC Venkateish, managing director of ESPN Software. The move was also strategically designed as Champions Trophy scheduled for later this month and the T20 Champions League next month, are round the corner.

ESS has exclusive broadcast rights to T20 Champions League, Champions Trophy, FIFA World Cup and the T20 World Cup that will be broadcast in the next 12 months.

ESS already competes with half a dozen round-the-clock sports channels in the Indian market: Nimbus Communications’ Neo Sports and Neo Cricket, Zee Network’s Zee Sports and TEN Sports, Sony’s SET Max and state-run DD Sports. The Board of Control for Cricket in India (BCCI) is also planning an all-cricket channel.

The Indian arm of ESS contributes 45-55% of the total revenues earned by the company, most of which is generated by cricket alone.