Given your experience in the advertisement industry for decades, how do those learnings help you in the academic industry? How is working in a corporate and educational field different?
The knowledge and exposure that I have acquired from working in the advertising industry for many years have affected my stance on education quite a lot. Advertising entails creativity, strategic processes, filmmaking and understanding of consumer behaviour, all of which are valuable in the academic processes. These insights helped me to design and update curriculum which is grounded in theory and infused with practical skills at the same time.
The main difference between corporate and educational fields is based on the goal. In settings of the business world, the aim is to provide solutions that will fetch a certain amount of growth for the organisation, while, in academia, it is to teach and prepare future professionals for their professions while ensuring their holistic development.
What steps is Apeejay Institute of Mass Communication (AIMC) taking to stay up to date in the ever-evolving dynamic media industry? How do you ensure that the curriculum remains relevant and adaptive to the current trends?
The curriculum at AIMC is up to date with the current trends in the market since we never cease to modify it. This process involves a constant dialogue with industry professionals, graduates and professors to ensure that new technology and media techniques are integrated. Today, our curriculum has aspects of Artificial Intelligence (AI), OTT Management, Data Management and Visualisation. We train our students in the art and craft of journalism, editing, filmmaking and back-pack journalism. The focus is on practical teaching using workshops, live projects and use of modern tools and techniques to deliver the final media products. In addition, students are nurtured on the policy of innovation and flexibility that prepares them to embrace the new media platforms and trends.
What has been the most rewarding experience for you in your leadership role at AIMC?
I have specially relished the fact that I have seen the students of AIMC grow from budding students aspiring to be communicators to competent professionals dedicated to their sphere of media industry. It is fascinating to see AIMC alumni achieve great success and attribute their advancement to the education and training received, while at AIMC. In my tenure here, I have seen students win various awards for filmmaking, including the coveted 52 hour film-making challenge, in various colleges and universities across India. These achievements are a testament to the robust education and practical training in various aspects of filmmaking from scripting to editing, which empower our students to excel and make significant contributions to the media landscape. The success of our alumni continues to inspire and drive us to maintain our commitment to excellence in media education.
What role do internships and industry partnerships play in shaping the careers of your students? Tell us some success stories.
Industry internships and partnerships are essential in bridging the gap between academic instruction and real-world experience. These opportunities provide students with practical training, the chance to network with professionals and valuable insights into industry requirements. Many of our students excel during their internships, and are subsequently recruited for permanent positions of responsibility within these organisations. Our students have the opportunity to intern in diverse roles, including sports journalism, reporting, anchoring, client servicing, creative art and copy, PR, event management and more.
With the increasing dominance of AI in the media industry, how does the institute provide exposure to the newly-developed technology to its students/aspiring media professionals?
Understanding the rising impact of AI in media, we have integrated AI and data analytics into our syllabus. We teach courses and deliver workshops regarding the AI usage in media writing, audience identification, advertising, PR, journalism, filmmaking and media management. Industry experts and guest speakers from the industry regularly visit and help the students to be familiar with the existing technologies and use AI to improve their creativity and analytical thinking.
What do you think are the biggest challenges facing the media industry today, and how can media education help address these issues?
The major issues currently being experienced by the media industry include technological advancements that are evolving at different job roles available for freshers and also changing consumer trends. Media education is useful in that. It prevents these problems as it inculcates critical thinking, strategic decision making and versatility among students. At AIMC, we train students with solid knowledge in media concepts and principles focussing on an understanding of new media tools and technology and digital literacy that helps them to overcome these challenges.
dorina@thefoundermedia.in
