Dr. Deependra Kumar Jha, vice chancellor of University of Petroleum and Energy Studies, (UPES) Dehradun talks about media education. Edited excerpts of an interview…
What was the idea behind the launch of a programme in modern media at UPES? Is it the need of the hour?
The media industry is pegged to grow at 13.10 per cent CAGR and the consumption of media is on a steady rise. The consumption of media in India has grown nine times than that of its American counterpart and twice of that of China. This rapid demand and the growth in the media sector also means there is an ongoing need for professionals in various fields of media and communication.
Due to a proliferation in mobile devices, rise in media consumption, and expansion in retail activity due to e-commerce, advertising revenue will also continue to increase. This would translate into a higher demand for advertising and communication professionals.
Citing such a vast media landscape that is not only expanding but promises a plethora of new career avenues, there is a need for courses and a curriculum that seeks to create industry-ready professionals.
What kind of job opportunities exists under this programme? How will it be different from conventional media?
The job market is quite vibrant for a student who would graduate from the School of Modern Media. About 50 per cent of roles in the new-age media companies are related to digital and analytics. So, there is no dearth of job opportunities in this ever-growing sector. The opportunities are available in the field of journalism, broadcasting, advertising and PR, TV/film production, OTT platforms, digital media companies and online publications. Keeping in mind the future of media, our focus would be on Digital and New Media. Digital is the most accessible platform right now and it is here to stay.
With technology being the game-changer how are you going to incorporate it into media studies?
Through regular sessions and inputs from experts across the spectrum, professional-level studios with bestin-class equipment and software, we tend to impart education that addresses skill vs demand gap and creates professionals who are assets for the high-tech media world. Since our aim is to make our students self-sufficient, this portfolio would help them scale the ladder of success. The students would also get regular opportunities to interact with industry stalwarts, who would be the visiting faculty and act as mentors by guiding these young minds. The students will also have access to 3600 + Coursera programmes and our faculty will help them pick as per the curriculum requirement.
Tell us a bit about the new programme.
gramme. The objective is to provide a mix of the conventional and the new media. The undergraduate courses are designed for three years in a way that the students get an in-depth working knowledge of all aspects of the subject that they specialise in.
For students opting to do Masters, there will be more specialised and extensive two year programme to choose from. All the courses offered in the undergraduate level at UPES are also available in the postgraduate programmes with an addition of MA in Photography and MBA in Media & Entertainment Engagement.