Media Management

Paper Code: 
JMC 224
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

 

  • Explain structure and management of media houses.
  • Enumerate the process and challenges of launching a new media venture. 
  • Discuss new trends of media industry.

 

Course Outcome (COs)

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies 

Paper   Code

Paper Title

JMC

224

Media Management 

CO45: Students will gain insight about the basic management strategies in media industries.

CO46: Students will have a knowhow of challenges of launching media ventures.

CO47: Students will be able to know about the problems of small and low budget newspapers.

CO48: Students would be able to know as how media is turning into an industry.  

 

Approach in teaching:

Lecture cum Discussion

Tool (Power Point Presentation) and listening to radio.

Tool and writing practice.

Lecture cum Discussion

Tool and audio editing practice.

Lecture cum Discussion

Tool (Power Point Presentation) and listen to various radio programmes.

Learning activities for the students:

Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Class test,

Continuous Assessment Test

Semester end examination

Assignments

 

12.00
  • Basic Management Principles
  • Media as an Industry
  • Management functions in media structure
  • Types of Ownership:Sole Proprietorship, Partnership Company, Family Owned, Trust, Cross Media Ownership
15.00
  • Organizational Structure of Media Houses: Print, Broadcast and News Portals. 
  • Functioning and Inter-Relationships of Editorial and Business, Advertising and Printing Department; 
  • Interdepartmental Communication and Co-ordination through Software
  • Economics and Profitability of Print and Electronic Media
12.00
  • Revenue Generation Strategy- Budgeting.
  • Process and Prospects of Launching Media Ventures
  • Brief Idea of Government Media Organization: DAVP, Photo Division, PIB, Song and Drama Division &CBFC
  • Market Survey Techniques for audience selection and programme production.
10.00
  • Measures for the News Media to cope with the challenges from the digital world
  • Regulatory measures by the government to control and impact on media institutions 
11.00
  • Globalization and Effects in Media
  • Collective impacts of Globalization in the media sphere
  • FDI in Indian Media
  • Convergence
  • Commercialization
  • Global Competition and Indian Media
  • All India Small and Medium Newspaper Associations
Essential Readings: 
  • Banerjee, D. (2011). Media Speaks Management Matters. New Delhi. Sarup Book Publisher.
  • Chauhan, S. andChandra, N.(2010).Global Source Book of Mass Communication Journalism and Media Management Part 1 & 2. New Delhi.Kanishka Publishers Distributors.
  • Choudhary, A. (2013).A Textbook of Newspaper Management.New Delhi. Wisdom Publications.
  • Kothari, G. (1997). Newspaper Management in India.New Delhi. Bharatiya Book Corporation.
  • Reyudu, C.S. (2011).Media and Communication Management. Mumbai. Himalaya Publishing House.
  • Sahay,M.(2011).A Textbook of Media Management.NewDelhi.Wisdom Publications.
References: 
  • Hollifield, C. A. and et al. (2015). Media Management: A case book Approach. London. Routledge.
  • Menon, A. (2017). Media Planning and Buying: Principles and Practice in the Indian Context. Noida. McGraw Hill Education.
  • Pearce, J. and et al. (2017). Strategic Management: Formulation, Implementation and Control. UK. McGraw Hill Education.

E-Resources:

 

Reference Journal:

  • Media Watch
  • The Indian Journal of Mass Communication and Journalism
  • Journal of Media and Communication
  • Amity Journal of Media and Communication Studies
  • International Journal of Communication
  • Critical Studies in Media Communication
Academic Year: 
2023-2024
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