Course

Unit I

Introduction to Commercial Broadcasting

Overview of commercial broadcasting: history, technologies, and industry landscape- Introduction to radio and television programming formats and genres Activities: Analyzing broadcast content, discussing industry trends

Unit II

Scriptwriting and Storytelling

Principles of scriptwriting for radio and television broadcasts- Developing story ideas, characters, and dialogue Activities: Writing scripts for radio dramas, television commercials

Unit III

Audiovisual Production Techniques

Introduction to audiovisual production equipment and software

Recording, editing, and post-production techniques for radio and television broadcasts Activities: Recording and editing audio segments, producing short video clips

Unit IV

Programming and Audience Analysis

Understanding audience demographics and market research techniques- Developing programming strategies and schedules Activities: Conducting audience surveys, developing programming proposals

Unit V

Advertising and Revenue Generation

Overview of advertising and sponsorship models in commercial broadcasting- Creating advertising campaigns and sponsorship packages Activities: Designing radio spots, developing sponsorship proposals

Objective:

This practical undergraduate course provides students with an understanding of the principles and practices of commercial broadcasting. Through a combination of lectures, workshops, and hands-on projects, students will learn about the various aspects of broadcasting, including radio and television production, programming, advertising, and regulations. Emphasis will be placed on developing practical skills in scriptwriting, audiovisual production, and media management within the context of commercial broadcasting.

Course Outcome (CO):

CO1- List legal and ethical considerations in commercial broadcasting, including regulations and industry standards.

CO2– Understand the fundamentals of commercial broadcasting, including its history, technologies, and regulatory frameworks.

CO3- Apply advertising and sponsorship principles to generate revenue and support for broadcasting initiatives.

CO4- Analyze audience demographics and market trends to develop effective programming strategies.

CO5- Evaluate proficiency in audiovisual production techniques, including recording, editing, and post- production.

CO6- Develop skills in scriptwriting, storytelling, and content creation for radio and television broadcasts.

CO-PO Mapping:

Suggested References:

1. “Broadcasting, Cable, the Internet, and Beyond: An Introduction to Modern Electronic Media” by Joseph Dominick and Barry Sherman
2. “The Radio Station: Broadcasting, Podcasting, and Streaming” by Michael Keith
3. “Television Production Handbook” by Herbert Zettl
4. “Writing for Television, Radio, and New Media” by Robert Hilliard
5. “Broadcasting Freedom: Radio, War, and the Politics of Race, 1938–1948” by Barbara Dianne Savage
6. Throughout the course, students will engage in practical exercises, group projects, and case studies to apply their learning and develop practical skills in commercial broadcasting. They will also be encouraged to critically analyze and discuss industry trends, regulations, and ethical considerations related to commercial broadcasting.