Course

Unit I

Culture- Definition & Concept; Characteristics of Culture; Types of Culture; Inter Culture & Popular Culture; Culture & Communication; Religion- Major & Minorities; Castes- Dalit & Tribal Culture in India; Challenges of Indian Culture, religion, culture and women’s human rights; Portrayal of woman in entertainment; women In Indian Entertainment media

Unit II

Theatre- Definition & Concept; Characteristics of Theatre; Elements of Theatre; Drama- Definition & Concept; Different forms of Drama; Difference between Theatre & Drama

Unit III

Current and future trends in newspaper industry, music industry, gaming industry, radio & television industry, OTT industry

Unit IV

Budgeting and Marketing of a TV / radio channel: Income & expenditure, Budgeting, Reach and advertising management; Marketing Strategies in TV industry– brand promotion space/time – reach – promotion – market survey techniques. Profit management in Marketing Vs. Funded projects. Problems of large, medium and small scale companies. Strategies to handle competition – case studies. Television advertising – process, Tarif distribution of Spot, Slot, Free Commercial Time for Prime time, Mid Prime and non-prime time slots. TV Rating Points and how it affects the revenue model of a channel. TV rating and their importance.

Unit V

Economics of Film Industry: Financing and publicity techniques; Pre Production publicity, In-film Advertising, Post film production publicity, Government and film industry; various film bodies and associations of film industry at the national and regional level; Legal and ethical aspects film – Film censor board, Insurance, Licensing, CSR, Vampire advertising etc.

Course Objective:

This course introduces students into the relationship between culture and entertainment which will enable them to use media and entertainment to bring about societal changes.

Course Outcomes (COs):

After completing the course, learners should be able to:

1. Be able to identify and differentiate between a wide varieties of culture, art, in depth
2. Gain insights in the significance of culture in media and entertainment
3. Be updated about the latest industry trends in media and entertainment
4. Be exposed to the management activities in Television
5. Have learned the economics of film industry

CO – PO Mapping:

References:

1. Frank Thayer: Newspaper Management
2. Gulab Kothari: Newspaper Management in India
3. William and Rucker: Newspaper Organization and Management
4. Michael Haupert (2012). Entertainment Industry: A Reference Handbook, First Edition, ABC- CLIO, USA
5. Marcel Danesi (2012). Popular Culture: Introductory Perspectives, First Edition, Rowman & Littlefield Publishers, UK
6. John Storey (2009). Cultural Theory and Popular Culture: An Introduction, First Edition, Pearson Education, UK
7. Mass Communication Theory – McQuail Denis (Sage Publication)
8. Audience Analysis – McQuail Denis (Sage Publication)
9. Mass Media Research – Roger Wimmer& Joseph Dominick
10. Methods in Social Research – Kothari R
11. Basics of Qualitative Research – Strauss Anselm, Corbin Juliet
12. Berger, Arthur, (2000), Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches, Sage Publications.
13. Visual Communication Theory and Research A Mass Communication Perspective SHAHIRA FAHMY, MARY ANGELA BOCK, AND WAYNE WANTA
14. Visual Communication- Research Designs by Keith Kenney
15. Social Media, Sociality, and Survey Research Edited by Craig Hill, Elizabeth Dean, Joe Murph
16. Research Design- Qualitative, Quantitative, and Mixed Methods Approaches, Fifth Edition- John
17. Creswell, J. David Creswell