The nine-month long course is targetted at addressing the needs of new managerial challenges in television and radio establishments - that demand new skills, new knowledge and a new mind-set, also resulting in more employment opportunities.

According to a press release, the course offers to cater to the demand of the hour - of developing a unified and comprehensive approach to education and training rather than looking at these industrial segments (radio, television, multimedia) separately.

In the release, MICA says that the broadcasting media is expanding rapidly and India is fast emerging as a growth center for entertainment industry in Asia. The MICA release quotes statistics that the broadcasting and entertainment industry could be worth Rs 600 billion by the year 2005 compared to the current revenue of about Rs 150 billion.

The MICA team feels that the effects of the information revolution and convergence will reshape the understanding of the Information, Communications and Entertainment (ICE) phenomenon. The broadcast media is a very fast growing industry sector and the opportunities are tremendous for aspiring communication management professionals, it says.

The MICA team has assessed the need expressed by various industrial associations, and in trying to meet the demand of professionals for the broadcast industry.

Programme:
The programme is a nine-month, full-time residential programme. According to a release, the broad areas of the study would be Media Management, Integrated Marketing Communication, Mass Communications, Entertainment industry, and Broadcasting Management. Students would also undergo industry internship for eight-week and four week of production and broadcasting training.

Pedagogy:
MICA claims that the programme has been designed in collaboration with eminent professionals in the industry. This programme will hence provide a unique blend of academic prowess of MICA and practical rigour of industry. The learning process involves advanced classroom training in theories and applications of broadcasting management coupled with industry internship.

Career Opportunities:
The students would be prepared for taking up careers at the entry-level managerial positions in content management, programme co-ordination, production, media marketing and research in broadcasting organisations. On successful completion of the programme, students would be facilitated by the institute for placements in the industry.

According to a press release, the application form can be downloaded from MICA web-site,
http://www.mica-india.net/broadcast.htm. The last date for applying for the programme is 15 July 2003.