WRITING FOR MEDIA

BJ(MC) 101

OBJECTIVE OF THE COURSE: The Objective of the Course is to drill students with the
necessary knowledge of linguistics, grammar which would develop their writing abilities.

IS WRITING AN ART OR A CRAFT?

Writing is both art and craft. By art, it means that is not always been what we think it as
today. It is a process or product of deliberately arranging elements in a way that appeals to
the senses or emotions. Rat is something that comes from within and it reflects the inner
beauty of the person. It involves creation of beautiful and significant things.
By craft, it is to do imaginative expressions of ideas in making functional or decorative
objects, through knowledge and skills. It is a close-ended activity. It is a skilled practice. It is
trade with skills that can be learned, redefined and can be passed on in a better and
artistically way.
MEDIA WRITING:
There are four ways for media writing. While writing for media it is important to understand
the relationship between information and news. Media writing is done for the fallowing
purposes:
Writing to informo

Always provide clear introduction.

o Provide a context for what you are going to write.

o Provide wide range of different aspects of the topic.
o Use of present tense
o Use of personal experience
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Writing to describeo wide range ofappropriate detail

o Use of modifiers such as adjectives and adverbs
o Use of colorful words and objectives
o Use of senses
Writing to persuadeo It is a biased writing/one sided /apparent balance
o The writers opinions are presented as facts.
o Make use of rhetorical questions
o Involve the reader using inclusive pronouns
ABCD OF WRITING:
Media writing includes a rigid structure .i.e.
Accuracy- it is basic to any writing so while writing we should cross check the facts,
information, figures and names.
Brevity- it means that each word in our story should be for reason and should be to the point.
Clarity- it starts before we write, so it is complete competent reporting. It involves
understanding the subject completely so that our story leaves an impact in the readers mind.
Discernment- it is the act or process of exhibiting keen inside and judgment. It is trait of
judging wisely and objectively.
HOW TO WRITE EFFECTIVELY?
Principles of effective writing are:

Unity

Coherence

Clarity

Completeness
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Sequencing

Readability

PUNCTUATION MARKS:
Following are the marks used in media writing:
The full stop (.)
The comma (,)
The semicolon (;)
The colon (:)
The question mark or note of interrogation (?)
The exclamation mark (!)
Brackets ({})
The dash (-)
Quotation marks or inverted commas ()
The apostrophe (s)
Marks of ellipses or omission ()
WHAT IS A SENTENCE?
It is a group of words that makes complete sense. It has only one subject and one predicate.
For example: little jack Horner sat in a corner
TYPES OF SENTENCES/VARIETY:

Simple sentences: it should be remembered that strings of short sentences are

tedious, choppy and difficult to understand.

Example: the sun shone on the still lake.

Compound sentences: it is made up of two of more principal or main clauses.

Example: the ducks on the surface and below the crap scoured the lakebed.

Complex sentences: they consist of one main clause and one or more subordinate
clauses.

Example: because he was unwell, a day at the lake was not an inviting prospect.

Compound/complex sentences: they are combination of the both compound and

complex sentence types. They consist of 2 or more independent clauses and at least 1
dependent clause.

Example: he ran to the lake and the rest of the family followed (compound) though no one
was actually planning to catch many fish (complex)
VARYING SENTENCE TYPES:
Declarative: Those which make statements or assertion are known as declarative sentence
Example: Humpty Dumpty sat on a wall.
Interrogative: Those sentences which seek answers are known as interrogative sentences
Example: Where do you live?
Imperative: Those which express commands and request.
Example: be quiet!
Or have mercy on us.
Exclamatory: Those which express strong feelings.
Example: what a shame?
TRANSLATION:
The term translation has several meaning. It can refers to the general subject field, the
product (the text that has been translated) or the process (the act of producing the
translation) otherwise known as translating. It involves changing the form language, context
of the text, all parts and packages of the language.
It is an interpretation of the meaning of a text in one language which is called the source text
and the production in another language which is called the target language.
METHODS OF TRANSLATION:
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There are several ways of translating Word to word translation

Literal translation
Faithful translation
Semantic translation
Free translation
NEED FOR TRANSLATION:
It itself is a creative activity.
To reach large number of people.
To transform the entire elements of one place to another
To nurture, maintain and sustain the multicultural of the nation.
PROBLEMS OF TRANSLATION:
Translation can be characterized as an activity where by the text of the source language is
created into the text of target language, while attempting to keep the meaning of the two
texts equal.
Elements that cause problems in translation are:

Vocabulary: Languages which are different often lack words.

Idiomatic equivalence: the English language is particularly full of idioms. In the

source language text there can be lot of idiomatic phrases and generally it is that each
idioms of the source language text should be replaced by the corresponding idioms of
the target language text.

Grammatical syntax: this simply means that the source language and target
language do not necessarily have the same grammar and to understand a language
grammar is used to understand the meaning of the word.
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SOCIO-ECONOMIC & POLITICALSCENARIO

BJ(MC) 103
OBJECTIVE OF THE COURSE: The Objective of the subject is to give deep insight
about the richness of Indian culture& Heritage along with the various contemporary issues,
so that students can develop analytical concepts and restructuring it with the new tint.

INDIA THAT IS BHARAT

India official name is Bharat and this is accorded equal primacy as the word India in the
Constitution. In fact the First Clause of the Constitution begins with the words, India, that is
Bharat.
There is a general mis-conception that India (or to be more accurate, Bharat) as a nation did
not exist until the British brought hundreds of princely states and fiefdoms under central
rule. This is false and historically inaccurate those of you who have read History would be
aware that Samrat Ashoks kingdom probably had the largest expanse of land of any kingdom
in ancient times and of course included almost all of the Indian sub-continent i.e. India,
Pakistan, Bangladesh and parts of neighboring states such as Nepal and Afghanistan
The name India is derived from Indus, which is derived from the Old Persian word Hindu,
from Sanskrit Sindhu, the historic local appellation for the Indus River. The ancient
Greeks referred to the Indians as the people of the Indus. The name Bharat is derived from
the name of the legendary king Bharata in Hindu scriptures. Hindustan originally,
a Persian word for "Land of the Hindus" and referring to North India and Pakistan before
1947, is also occasionally used as a synonym for all of India. India is the world's most
populous

democracy. A parliamentary

republic with

a multi-party

system, it

has

six recognizd national parties, including the Indian National Congress and the Bharatiya
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Janata Party (BJP), and more than 40 regional parties. The Congress is considered centre-left
or "liberal" in Indian political culture and the BJP centre-right or "conservative". For most of
the period between 1950when India first became a republicand the late 1980s, the
Congress held a majority in the parliament. Since then, however, it has increasingly shared
the political stage with the BJP, as well as with powerful regional parties which have often
forced the creation of multi-party coalitions at the Centre. India is a federation with
a parliamentary system governed under the Constitution of India, which serves as the
country's supreme legal document. It is a constitutional republic and representative
democracy, in which "majority rule is tempered by minority rights protected by law.
Federalism defines the power distribution between the federal government and the states.
The government abides by constitutional checks. The Constitution of India, which came into
effect

on

26

January

1950,

states

in

its preamble that

India

is

sovereign, socialist, secular, democratic republic.

In the preamble to our Constitution, our founding fathers used the term INDIA THAT IS
BHARAT.

THE GREAT INDIAN HERITAGE

India is a land of diverse cultures. The variations in physical, climatic conditions and the
extent of exposure to other cultures have greatly influenced the traditions and culture of the
different regions. There is an underlying basic factor common to the whole of India, with
variations in the practices based on their local needs and influences. Further, the greatness
of India has been in accepting the best from all the invaders and intermingling the new
customs and styles with the existing - this is visible in all aspects - music, dance, painting,
sculptures, and architecture.
Indian culture and heritage has its own charm that attracts the travelers from all around the
globe. India is blessed with rich culture and heritage. The culture of India is one of the oldest
cultures in the world. Right from the medieval period there prevail diverse cultural
diversities in form of dances, languages, religions, people, their customs, and festivals.
Every state of India has its own distinct cultures and has carved out its own cultural niche. In
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spite of so much of cultural diversities, Indian's are closely bond and makes India as a great
country perhaps because of its common history.

INDIAN ECONOMY
The Economy of India is the tenth largest in the world by nominal GDP and the third
largest by purchasing power parity (PPP). The independence-era Indian economy (before
and a little after 1947) was inspired by the economy of the Soviet Union with socialist
practices, large public sectors, high import duties and lesser private participation
characterizing it, leading to massive inefficiencies and widespread corruption. However,
later on India adopted free market principles and liberalized its economy to international
trade under the guidance of Manmohan Singh, who then was the Finance Minister of
India under the leadership of P.V.Narasimha Rao the then Prime Minister. Following these
strong economic reforms, the country's economic growth progressed at a rapid pace with
very high rates of growth and large increases in the incomes of people.
The economy of India is based in part on planning through its five-year plans, which are
developed, executed and monitored by the Planning Commission.
The tenth plan completed its term in March 2007 and the eleventh plan is currently
underway. Prior to the fourth plan, the allocation of state resources was based on schematic
patterns rather than a transparent and objective mechanism, which led to the adoption of
the Gadgil formula in 1969. Revised versions of the formula have been used since then to
determine the allocation of central assistance for state plans.
1 First Five-Year Plan (1951-1956)
2 Second Five-Year Plan (19561961)
3 Third Five-Year Plan (19611966)
4 Fourth Five-Year Plan (19691974)
5 Fifth Five-Year Plan (19741979)
6 Sixth Five-Year Plan (19801985)
7 Seventh Five-Year Plan (19851990)
8 Eighth Five-Year Plan (19921997)
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9 Ninth Five-Year Plan (19972002)

10 Tenth Five-Year Plan (20022007)
11 Eleventh Five-Year Plan (20072012)
MIXED ECONOMY
Mixed economy implies demarcation and harmonization of the public and private sectors. In
it, free functioning of the market mechanism is not permitted and the government intervenes
or regulates the private sector in such a way that the two sectors become mutually reenforcing. A mixed economy represents an achievable balance between individual initiative
and social goals. Planning and market mechanisms are so adjusted that each is used for
realizing the objectives of the 'economy to which it is most suited. There is a commitment on
the part of both the sectors to national objectives and priorities. The concept of mixed
economy represents a middle position between these two extremes. This concept is flexible
and has its own means and methods of approaching economic, political and social issues.
The Constitution of India is the supreme law of India. It lays down the framework defining
fundamental political principles, establishes the structure, procedures, powers, and duties of
government institutions, and sets out fundamental rights, directive principles, and the duties
of citizens. It is the longest written constitution of any sovereign country in the world,
containing 450 articles in 24 parts, 12 schedules and 96 amendments, for a total of 117,369
words in the English language version. Besides the English version, there is an official Hindi
translation.
The Constitution was enacted by the Constituent Assembly on 26 November 1949, and came
into effect on 26 January 1950. The date 26 January was chosen to commemorate the Purna
Swaraj declaration of independence of 1930.
With

its

adoption,

the Union

of

India officially

became

the

modern

and

contemporary Republic of India and it replaced the Government of India Act 1935 as the
country's fundamental governing document. The Constitution declares India to be
a sovereign, socialist, secular, democratic republic, assuring its citizens of justice, equality,
and liberty, and endeavors to promote fraternity among them.
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India is a federal system in which residual powers of legislation remain with the central
government, similar to that in Canada. The constitution provides detailed lists dividing up
powers between central and state governments as in Australia, and it elaborates a set of
Directive Principles of State Policy as does the Irish constitution.
The constitution has provision for Schedules to be added to the constitution by amendment.
The ten schedules in force cover the designations of the states and union territories; the
emoluments for high-level officials; forms of oaths; allocation of the number of seats in the
RajyaSabha. A review of the constitution needs at least two-thirds of the LokSabha and
RajyaSabha to pass it.
The Indian constitution is one of the most frequently amended constitutions in the world.
Infact the first amendment to it was passed after only a year of the adoption of the
constitution and instituted numerous minor changes. Many more amendments followed a
rate of almost two amendments per year since 1950. Most of the constitution can be
amended after a quorum of more than half of the members of each house in Parliament
passes an amendment with a two-thirds majority vote. Articles pertaining to the distribution
of legislative authority between the central and state governments must also be approved by
50 percent of the state legislatures.

THE INDIAN PARLIAMENTARY SYSTEM

The Parliament of India is the supreme legislative body in India. Founded in 1919, the
Parliament alone possesses legislative supremacy and thereby ultimate power over all
political bodies in India. The Parliament of India comprises the President and the two
Houses, LokSabha (House of the People) and RajyaSabha (Council of States). The President
has the power to summon and prorogue either House of Parliament or to dissolve LokSabha.
COMPONENTS
The Indian Parliament consists of two houses called as LokSabha and the RajyaSabha
respectively and the President of India. Concurrence of all the three is required to pass any
legislative business.
LOK SABHA
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LokSabha is also known as the "House of the People" or the lower house.

Every citizen of India who is over 18 years of age, irrespective of gender, caste,
religion or race, who is otherwise not disqualified, is eligible to vote for the election
of Member of LokSabha.

The Constitution provides that the maximum strength of the House be 552 members.

It has a term of five years

RAJYA SABHA

The RajyaSabha is also known as "Council of States" or the upper house.

RajyaSabha is a permanent body and is not subject to dissolution.

Its members are indirectly elected by members of legislative bodies of the States.

The RajyaSabha can have a maximum of 250 members in all.

Each member has a term of 6 years and elections are held for one-third of the seats
after every 2 years.

238 members are to be elected from States and Union Territories and 12 are to be
nominated by President of India and shall consist of persons having special
knowledge or practical experience in respect of such matters as the following,
namely literature, science, art and social service.

The minimum age for a person to become a member of RajyaSabha is 30 years.

MAJOR ISSUES AND CONCERNS

India has always been in the forefront for the good and most of the times for the bad.
Sometimes with the terrorist attacks, the vulnerability of the country has increased or
sometimes the stock markets have crashed and the increasing oil prices had ever lasting
impressions plunging the economy.
1. Population Explosion
2. Corruption
3. Illiteracy
4. Public Health and hygiene
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5. Poverty
6. Caste Conflicts
7. Communal tensions

INTRODUCTION TO COMMUNICATION
BJ(MC) 105

OBJECTIVE OF THE COURSE: The Objective of the subject is to give a first-hand

knowledge and idea about the term communication& discussing its various aspects in detail.

COMMUNICATION
Communication is something we just take for granted. I am tempted to say that it is a vital
part of our existence but I will dare say that it is the vital part of our existence.
We communicate all the time via verbally, non-verbally, in person, in the media, through
documents, via the internet, in our heads, with our families, with our neighbors, co-workers
etc. Communication comes from the Latin word communes i.e.; common; we must establish
commonness before we can communicate. Communication is a two-way process of
exchanging thoughts, opinions and ideas. It can be verbal or non-verbal. While
communicating with another person, we keep in mind the content, the expression, the
medium of communication and whether the receiver will understand the message intended
by the sender.
Communication is vital for any business and should be sent through effective channels in
order to reach the target audience.
The most common form of sharing messages these days is via the Internet. There are various
networking sites like Twitter, Facebook, LinkedIn, MySpace, blogs and forums; where
people from across the globe participate in discussions and share their thoughts and

opinions.

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5 SENSES OF COMMUNICATION

NON VERBAL COMMUNICATION

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ORAL COMMUNICATION
Interview
Face to Face
Radio
Meeting
Rumor
Discussion
Demonstration
Telephoning
BODY LANGUAGE
Body Language - technically known as kinesics (pronounced 'kinesics') - is a
significant aspect of modern communications and relationships. Body Language is
therefore very relevant to management and leadership, and to all aspects of work and
business where communications can be seen and physically observed among people.
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Body language is also very relevant to relationships outside of work, for example in
dating and mating, and in families and parenting.
GESTURES
Gesture is a symbolic action by which a thought, a felling or intension is voluntarily
expressed in a conventionalized form.
EYE CONTACT
Eye contact is a powerful communications tool. It enables you to connect with your
audience, project sincerity and openness, and keep your listener's attention. You also
want to make sure you use eye contact correctly to project the right non-verbal
message.
SELF INTROSPECTION
Our conciseness and attention is often split between what we are doing, sensing, and
perceiving in the world around us, and the thoughts we may be having about the past
or the future. We constantly live in two worlds, one outside our heads and visible to
others and one inside our heads known only to us. Because we have only a limited
capacity for attention, our self-talk distracts us from the outside world and the outside
world distracts us from our self-talk. Our attention does not always strike a useful
balance here. It can be dangerous to be distracted by rumination or planning while
driving. Self-consciousness can cause us to choke under pressure when we are called
on to perform, as we meet others, in conversations, presentations, sports contests, or
on stage. Self-talk can prolong insomnia as we worry about not falling asleep.

MASS COMMUNICATION
Mass Communication: Communication (Message) sent from a person/group through
a transmitting device (A Medium) to a large audience (Market). Mass communication
occurs when a small number of people send messages to a large anonymous and
usually heterogeneous audience through the use of specialized communication media.
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Mass communication studies the uses and effects of the media by many as opposed to
the study of human interaction as in other communication contexts.
Mass communication is the term used to describe the academic study of various
means by which individuals and entities relay information to large segments of the
population all at once through mass media. It is usually understood to relate to
newspaper and magazine publishing, radio, television, and film, as they are used both
for disseminating news and for advertising.
RADIO
From mere curiosity and technical experiments radio became a truly powerful and
popular medium of mass communication. After it was developed in the west we had
radio by the 1920s and the first formal radio station was started in Bombay. You will
learn about radio in detail in the module on Radio.
TELEVISION
One of the technological marvels of the 20th century was television invented in 1920
by Baird. In India, television started in 1959 on an experimental basis and the first
television station was set up in Delhi. The beginnings were modest and slow but
television was popular and became available in color in 1982.
Today Doordarshan has one of the largest television networks. From early 1990s
satellite television also came to India and later Direct to Home (DTH) television. You
will learn more about television in a later module.
NEW MEDIA
Development and widespread use of computers and information technology have
resulted in the emergence of what is called new media. It includes computers,
information technology, communication networks and digital media. This has led to
another process in mass communication called convergence. Convergence means
coming together of many forms of media and other formats like printed text,
photographs, films, recorded music or radio, television etc. Though it is hard to
16

separate old media from new media the world wide web or internet has changed the
way in which we communicate. You will learn more about this later.

MODELS AND THEORIES

There is always a sender and a receiver in communication. At least there is an

intended receiver. In the diagram above A is the sender, B is the receiver.

WILBUR SCHRAMM MODEL

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LASSWLL MODEL

GATE KEEPING MODEL

GERBNERS MODEL

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BASICS OF DESIGNS AND GRAPHICS

BJ(MC) 107

OBJECTIVE OF THE COURSE: The Objective of the subject is to create a knowledge of

aesthetic concept which can be applied in Print Media and enhance the overall meaning of it
with various design& graphic elements.
DESIGN & GRAPHICS
LINE: a line is a form with width and long but no depth. Artist use lines to create edges,
outlining of the objects. There are three types of lines:
Vertical lines
Horizontal
Diagonal
SHAPE: a shape is an enclosed object. It is considered to be a two dimensional elements.
TEXTURE: it is a surface quality of an object we experience texture when we touch object,
feel there roughness, smoothness and patterns.
TONE: it refers to the relative of the light and darkness of a surface quality.
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POINT: it refers to an element that has position but no extension. This is tangible or
intangible. Tangible is real and intangible is imaginary.
BALANCE: it is of three typesSymmetrical
Asymmetrical
Radial
HARMONY: one element should go with another element in forms of tone, shape or design
characteristics.
RHYTHM: it is repetition or alterations of elements often with define intervals between
them. There are three types of rhythm:
Regular rhythm
Progressive rhythm
COLOUR SCHEMES:
The color scheme or the way we combine colors in a design should reflect the purpose of
our design and take the intended audience into consideration.
VARIOUS SCHEMES:
COMPLEMENTARY SCHEMES- colors opposite to each other on the wheel have nothing
in common. These color schemes are often used in sports areas, restaurants and childrens
items.

ANALOGOUS SCHEME: colors that are adjacent to each other on the wheel are more
harmonious. Although an analogous scheme is passive and less exciting, it is capable of
creating an atmosphere of harmony.

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SPILT COMPLEMENTARY SCHEME: it employs a range of analogous hues split from a

basic key color. These schemes are subtle and unusual rather than shocking like
complementary schemes. This scheme is similar to complementary schemes in many ways
but they offer more variety.
Example: violet the complement of yellow is split into red violet and blue violet.
TRAID SCHEME: the combination of three colors that are approximately equidistance on
the color wheel is referred to as a triad scheme.

BROADSHEET AND TABLOID LAYOUT

The normal daily newspaper size is a broad sheet which is normally 17x22 (43x56 cm) in
dimension. The early newspapers of the 17th century were published in a slightly bigger
size. In recent times we have witnessed a change in broadsheet size and this was noticeable
in 2002.
DUMMY SHEET:
A dummy sheet is a simple page sheet normally 35x55 cm in dimension, for the average
broadsheet with 9 vertical lines making up to 8 columns. It may have 1 to 52 one side and 52
to 0 on the other side.
Dummy sheet is helpful for two reasons:
o It is easy to visualize the pages in the actual physical form.
o Even now many newspapers find it convent to combine the digital and traditional
method of newspaper printing.
COMPONENTS OF LAYOUT PLANNING:
There are four stages of layouting:

Thumbnail layout
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Rough layout

Comprehensive layout

Artwork layout

THUMBNAIL LAYOUT:
Consider the poster making example where dissatisfaction with the final product can be
avoided, if you first develop your idea and put on paper a quick sketch in small size
indicating the basic compositional arrangement. The photograph can be represented a
rectangle or any other shape the headline or typographic matter by parallel lines, this stage is
known as thumbnail sketch
ROUGH LAYOUT:
The second stage of layout planning is that of developing a rough layout. The rough layout
may be of different degrees of finished ranging from very rough to well finish. This type of
layout is mainly used for presentation to the client or to the senior authorities of an
institution who evaluate and discuss the proposed idea in the form of a visual. The degree of
finished is depended on the clients demand, availability of time and information with the
designer.
Rough layouts are broadly of two types:

Working rough

Finished rough

COMPREHENSIVE LAYOUT:
If the rough layout is further finished, it is called a comprehensive layout, the designed
process of this layout involves the making of a dummy layout of the page to be reproduced
showing the exact placement of elements such as text, graphics, colorsetc in a form that is
comparable to the printed sheet.
ART WORK:

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This sheet of layout planning involves art work and is known as the mechanical. All the
elements of page such as areas for illustration, graphics, shape and colors must be indicated
in the form of outline.
Photographs will be treated as continuous tones are that need to be converted into a half tone
image.
Whatever may be the form of a layout, the printer needs a rough layout or comprehensive
layout and art work to accomplish the pre-press class.

WHAT IS DESKTOP PUBLISHING?

A typical DTP system needs two basic components
Hardware
Software
HARDWARE:
A DTP system displays an accurate presentation of the layout, typeface, type size, graphics
etc. what you see is what you get.
Computers are also equipped with an input unit. Keyboards are one of the most common
input devices used for giving commands to the computer as well as for entering text and
graphics. Systems with a DTP system are attached with hand-held device.
SOFTWARES:
The commonly used softwares in DTP are:
Word processing- the raw copy is keyed into the computer using a keyboard and word
processing software is used to process the matter. Most word processing programmes can
check spellings, justify columns of type and adjust the space between lines.
Mac write is the word processing software of apple Macintosh, while Microsoft word, word
perfect, WordStar etc are the word processing software of IBM
Spread sheet applications- they are used to create complicated tables with easy- to read
columns, charts, graphs and various other formats. Microsoft excel is the most popular
spreadsheet application and images created on EXCEL can easily be incorporated with ms
word documents.
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Graphics software- it is used for creating and editing freehand drawings, charts, graphs,
illustrations, diagrams etc. this gives the designer access to hundreds of possible choices that
he/she might never have thought of.
There are various graphics softwares:
o Object oriented drawing programs

o Paint- oriented graphics

o Layout software

COMMUNICATION LAB
BJ(MC) 151
OBJECTIVE OF THE COURSE: The Objective of the subject is to built-up the
personality-traits which is required in journalism, so that students can interact as well as use
basic equipments of journalism
WHAT IS GROUP DISCUSSION?
Group discussion is a discussion by and among a group of people. The group has between 812 members who express their views freely, frankly and in a friendly manner.
On a topic of current and controversial nature within a time limit of 20 to 30 minutes. The
abilities of the members of the group are measured in an unobtrusive manner by the
examiner who does not participate in the discussion.
FEATURES OF GD:

It is unlike interview, it is a conservation which is not preplanned and is spontaneous.

Any interesting topic may be given to judge your public speaking talent.

Unlike a formal debate where one is supposed to speak only for or against the motion
One by one and within a definite time limit allotted by the president on the chairmen.
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We also conducted a group discussion with in the class room and the topic for group
discussion was scraping of tenth board examination
WHAT IS AN INTERVIEW?
An interview is a conversation between two or more people (the interviewer and the
interviewee) where questions are asked by the interviewer to obtain information from the
interviewee.
Interviews can be divided into two basic types:

FOR ASSESSMENT

FOR INFORMATION

A small mock interview was conducted and the class was divided into groups of 5. This
exercise made us familiar with all the norms and manner of conducting a good interview. It
gave us a great idea of how to face interviews.

25

DESIGN AND GRAPHICS LAB

BJ(MC) 153
OBJECTIVE OF THE COURSE: The Objective of the subject is to enhance the aesthetic
pleasure for the article which give a relatively deep impact on the minds of readers.

COLOUR SCHEMES:

Complementary
Analogous
Spilt complementary
Triad
Soft
Dark
Monochromatic

DIAGRAM OF COLOUR WHEEL:

26

We designed a logo, flash cards, booklet,

pamphlet, front page of newspaper and
magazine manually by using different
elements.

COMPUTER LAB-I
BJ(MC) 155

OBJECTIVE OF THE COURSE: The Objective of the subject is to give first-hand

knowledge of various DTP Softwares like Pagemaker, Quark Xpress & Indesign which are
used for design and page-layout elements in Print Media.
We designed and created layouts using DTP softwares.
Softwares that were thought to us were:
o PAGEMAKER
o QUARK XPRESS
o INDESIGN
With the emergence of new media, usage of computer graphics has become an important
part of media. Many organizations now depend on graphics and various softwares for
production of their work.
Assignments we have done in Computer Lab:

We have to design visiting cards

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We have to design postcards

We have to design posters

We have to design brochures

We have to design a magazine

We have to design prepare a table.

We have to design and prepare a front page of a newspaper.

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HISTORY OF PRINT & BROADCASTING IN INDIA

BJ(MC) 102
OBJECTIVE OF THE COURSE: The Objective of the subject is to give a deep insight to
origin of the print and broadcast media in Indian Scenario as well as stating its contribution
on the social front.

PRE AND POST-INDEPENDENCE JOURNALISM IN INDIA:

In pre-independence era, newspapers had one agenda in their minds, to further their
ideology. Since then the fourth estate has stood as a witness to India's growth from a nascent
nation to one that is currently celebrating 62 years of independence. The first newspaper
published in India was the Bengal Gazette started by James Augustus Hickey in 1780.
Although the paper was rather frivolous in nature as it mostly only published gossip and
advertisements, the thriving media industry owes its existence to James Augustus Hickey
and his Gazette. Soon after, papers such as Bombay Herald and the Bombay Courier were
started in the country.
Bombay Courier later merged with the Times of India newspaper. In 1818, the first regional
language newspaper Samachar Darpan was published in Bengali. The Bombay Samachar
started in 1822, remains to this day the oldest newspaper in Asia. Bal GanghadarT ilak is a
29

prominent stalwart of the pre-independence era and a revolutionary leader who used his
newspaper as a vehicle of communicating his ideas and ideals of the freedom struggle.
Kesari, which was established in 1880, was published in Marathi. Prior to 1947, the
newspaper industry had only one goal to proliferate the cause of Independence.
Post 1947, newspapers in India had a choice to make either align with the government and
support all its initiatives or act as a critique to the newly democratised country and its head.
Newspapers at first acted as unofficial sponsors of its various initiatives and schemes.Most
of the newspapers in India came into existence post-independence. Today there are
thousands of magazines and newspapers in circulation. The period between 1975 -1977,
when Indira Gandhi had declared independence was the most trying period for journalism.
As emergency superseded the right to the freedom of speech and expression, most
newspapers had to shut down.
Important journalists like MJ Akbar and Anita Pratap established themselves as fearless
leaders in the field. MJ Akbar is single handedly responsible for redesigned and edited The
Telegraph in Calcutta. Anita Pratap became the first journalist to interview LTTE leader
Prabhakaran in the 1980s and she also covered the 1983 Sri Lankan internal riots. But it
was Chitra Subramanian and her coverage of the Bofors scandal that firmly established the
fact that the Indian media should also act as a whistle blower of the society in order to keep
the government in check. Her investigative articles first started appearing in The Hindu,
down south and then when then it was later published in The Indian Express.
HISTORICAL TRADITIONS
"Newspaper history in India is inextricably tangled with political history," wrote A. E.
Charlton (Wolseley 3). James Augustus Hicky was the founder of India's first newspaper, the
Calcutta General Advertiser also known as Hicky's Bengal Gazette , in 1780. Soon other
newspapers came into existence in Calcutta and Madras: the Calcutta Gazette , the Bengal
Journal, the Oriental Magazine , the Madras Courier and the Indian Gazette . While the India
Gazette

enjoyed

governmental

patronage

including

free

postal

circulation

and

advertisements, Hicky's Bengal Gazette earned the rulers' wrath due to its criticism of the
government. In November 1780 its circulation was halted by government decree. Hicky
protested against this arbitrary harassment without avail, and was imprisoned. The Bengal
30

Gazette and the India Gazette were followed by the Calcutta Gazette which subsequently
became the government's "medium for making its general orders" (Sankhdher 24-32).
The Bombay Herald ,The Statesmen in Calcutta and the Madras Mail and The Hindu , along
with many other rivals in Madras represented the metropolitan voice of India and its people.
While Statesman voiced the English rulers' voice, The Hindu became the beacon of
patriotism in the South. The Hindu was founded in Madras as a counter to the Madras Mail .
Patriotic movements grew in proportion with the colonial ruthlessness, and a vehicle of
information dissemination became a tool for freedom struggle. In the struggle for freedom,
journalists in the twentieth century performed a dual role as professionals and nationalists.
Indeed many national leaders, from Gandhi to Vajpayee, were journalists as well. Calcutta,
Madras, Bombay and Delhi were four main centers of urban renaissance which nourished
news in India. It was only during and after the seventies, especially after Indira Gandhi's
defeat in 1977, that regional language newspapers became prevalent.
There were nationalist echoes from other linguistic regional provinces. Bengal, Gujarat,
Tamil, Karalla, Punjab and Uttar Pradesh produced dailies in regional languages. Hindi and
Urdu were largely instrumental in voicing the viewpoints and aspirations of both Hindus and
Muslims of the Northern provinces. As communalism and religious intolerance increased
before and after partition, Urdu remained primarily the language of Muslims, as Pakistan
chose this language as its lingua franca. After partition, the cause of Urdu and its
newspapers, suffered a setback as Hindu reactionaries began to recognize the association of
Urdu with Islam and Pakistan.
DIVERSITY AND THE LANGUAGE PRESS
Naresh Khanna summarizes the trends in circulatory growth and decline varied in regional
language papers during 1998-2000: In the three-year period from 1998-2000, circulation of
dailies in the country increased marginally from 58.37 to 59.13 million copies. This
represents a growth of 1.3 percent on the basis of data published by the Registrar of
Newspapers for India in its annual reports. In this time, two distinct groups of newspapers
31

emerge the first including five languages that have collectively grown in circulation by a
healthy 5.65 percent and representing a combined circulation of 43.35 million copies.
Amongst these newspapers, those in Malayalam and Bengali grew fastest at 12.9 percent
and 12.8 percent respectively, while Hindi dailies grew by 5 percent and English dailies by
4.7 percent over the three-year period. Although Marathi newspapers increased circulation
by 2.75 percent over the three years it would seem that they are in danger of falling out of
this group and perhaps entering the phase of stagnation and circulation decline (Khanna
2002).
The second group of stagnating and declining circulations includes newspapers in seven
languages with a combined circulation of 14.8 million copies in 2000. These dailies lost
almost 1.8 million copies (10.62 percent) of their combined circulation in the last three
years. Daily newspaper circulation plummeted most dramatically in Telugu, which fell from
2.28 million to 1.68 million copies, a fall of more than 26 percent.

NEWS AGENCY
A news agency is an organization of journalists established to supply news reports to news
organizations: newspapers, magazines, and radio and televisionbroadcasters. Such an agency
may also be referred to as a wire service, newswire or news service.
UNITED NEWS OF INDIA (UNI) was launched in March, 1961, and has grown into one of
the largest news agencies in Asia. During these years, we have acquired an enviable
reputation for fast and accurate coverage of all major news events in India and abroad in all
areas -- politics, economics, business, sports, entertainment, stock markets and so on. Our
service also provides subscribers with a rich choice in features, interviews and human
interest

stories.

It serves more than 1000 subscribers in more than 100 locations in India and abroad. They
include newspapers, radio and television networks, web sites , government offices and
private and public sector corporations.
Press Trust of India
32

Is the largest news agency in India. It is headquartered in Delhi and is a nonprofitcooperative

among more than 450 Indian newspapers and has a staff of about 2,000 writers spread across
150 offices nationwide. It took over the Indian operations of the Associated Press and
Reuters soon after India's independence on August 15, 1947. It provides news coverage and
information of the region in both English and Hindi.
It exchanges information with several other news agencies including 100 news agencies
based outside India, such as Associated Press, Agence France-Presse, The New York Times
and Bloomberg L.P.. Major Indian subscribers of PTI include Times of India, the Indian
Express, the Hindustan Times, the All India Radio and Doordarshan. PTI has offices in
Bangkok, Beijing, Colombo, Dubai, Islamabad, Kuala Lumpur, Moscow, New York and
Washington D.C.
Press Trust of India is the only news agency in South Asia which operates its own
communication satellite, an INSAT, to broadcast news and information.
HISTORY OF RADIO BROADCASTING IN INDIA
Radio Broadcasting was pioneered in India by the Madras Presidency Club Radio in 1924.
The Club worked a broadcasting service for three years, but owing to financial difficulties
gave it up in 1927.
In the same year (1927) some enterprising businessmen in Bombay started the Indian
Broadcasting Company with stations at Bombay and Calcutta. This company failed in 1930,
in 1932 the Government of India took over broadcasting. A separate department known as
Indian Broadcasting Service was opened.
The Service was later designated 'All India Radio' (AIR) and was placed under a separate
Ministry-the Ministry of Information and Broadcasting. The AIR is controlled by a Director
General, who is assisted by several Deputy Directors and a Chief Engineer.
AIR NETWORK:

33

Starting with 6 broadcasting stations in 1947, the AIR today has a network of 82
broadcasting stations. The 82 radio stations, grouped into five zones, are the following:
North Zone: Ajmer, Allahabad, Aligarh, Bikancr, Delhi, Gorakhpur, Jaipur, Jodhpur,
Jullundur, Lucknow, Mathura, Rampur, Simla, Udaipur and Varanasi: East Zone: Agartala,
Aizawl, Bhagalpur, Calcutta, Cuttack, Dibrugarh. Gauhati, Imphal, Jeypore, Kohima,
Kurseong, Ranchi, Pasighat, Patna, Sambalpur, Shillong, Silchar, Siliguri, Tawang and
Tezu .
West Zone : Ahmedabad, Bhopal, Bhuj, Bombay, Gwalior, Indore. Jabalpur, Nagpur, Panaji,
Parbani, Pune, Raipur, Rajkot and Sangli; South Zone: Alleppey, Bangalore, Bhadravati,
Calicut, Coimbatore, Cuddapah, Dharwar; Gulbarga, Hyderabad, Madras, Mysore,
Pondicherry, Port Blair, Tiruchirappalli, Tirunelveli, Trichur, Trivandrum. Vijayawada and
Vishakhapatnam; and Kashmir Zone: Jammu, Leh and Srinagar.
GROWTH OF TELEVISION BROADCASTING IN INDIA

Television in India has been in existence for nigh on four decades. For the first 17 years, it
spread haltingly and transmission was mainly in black & white. The thinkers and policy
makers of the country, which had just been liberated from centuries of colonial rule, frowned
upon television, looking on at it as a luxury Indians could do without. In 1955 a Cabinet
decision was taken disallowing any foreign investments in print media which has since been
followed religiously for nearly 45 years.
Television has come to the forefront only in the past 21 years and more so in the past 13.
There were initially two ignition points: the first in the eighties when color TV was
introduced by state-owned broadcaster Doordarshan (DD) timed with the 1982 Asian Games
which India hosted. It then proceeded to install transmitters nationwide rapidly for terrestrial
broadcasting. In this period no private enterprise was allowed to set up TV stations or to
transmit TV signals.
The second spark came in the early nineties with the broadcast of satellite TV by foreign
programmers like CNN followed by Star TV and a little later by domestic channels such as
Zee TV and Sun TV into Indian homes. Prior to this, Indian viewers had to make do with
34

DD's chosen fare which was dull, non-commercial in nature, directed towardsonly education
and socio-economic development. Entertainment programmes were few and far between.
And when the solitary few soaps like Hum Log (1984), and mythological dramas: Ramayan
(1987-88) and Mahabharat (1988-89) were televised, millions of viewers stayed glued to
their sets

PRINT JOURNALISM-I
BJ(MC) 104

OBJECTIVE OF THE COURSE: The objective of the subject is to give first-hand

knowledge of how to write responsibly for print as well as developing skills needs for a
successful journalist.

WHAT IS JOURNALISM?
Journalism is the practice of investigation and reporting of events, issues and trends to a
broad audience in a timely fashion. Though there are many variations of journalism, the
ideal is to inform the intended audience. Along with covering organizations and institutions
such as government and business, journalism also covers cultural aspects of society such as
arts and entertainment. The field includes editing, photojournalism, and documentary.
NEWS VALUE
o TIMELINESS: - A timeline is a way of displaying a list of events in chronological
order, sometimes described as a project artifact. It is typically a graphic design
showing a long bar labeled with dates alongside itself and (usually) events labeled on
points where they would have happened.
o PROXIMITY: - The term proximity is often used as another word for the term
closeness. Proximity is a noun which refers to the state, quality, fact or sense of
being near or next.
35

o HUMAN INTEREST: - A human interest story is a feature story that discusses a

person or people in an emotional way. It presents people and their problems,
concerns, or achievements in a way that brings about interest or sympathy in the
reader or viewer.
o NOVELTY: - Novelty is the quality of being new, or following from that, of being
striking, original or unusual.
o NEWS VERSUS INFORMATION:-News is an account about what has recently
happened as in a news programme on the TV or radio telling you what has happened
in the world.
Information describes facts and details about a certain subject. When you go to a
large store and you want to know where you can buy something, you go to the
information desk to find out.
TYPES OF HEADLINE WRITING:1. The News Headline: If your product or service offers something newsworthy,
announce it in your headline.
2. The Guarantee Headline: These state a desirable benefit and guarantee results or
other benefits.
3. The Question Headline: You must know your market backwards otherwise you can
blow your whole advertising campaign. The best types of questions to ask are
questions which get your prospect involved.
4. The Reason Why Headline: These give your prospect specific reasons why they
should read your ad, sales letter or website.
INVERTED PYRAMID: There are many ways of organizing news stories, or in other words, there are many basic
structures on which the content of news stories is based. However, the most prominent or the
most commonly used style of writing news is based on the Inverted Pyramid structure.

36

REPORTERS: QUALITIES
1. Intelligence: to be able to understand complex issues.
2. Knowledge: broad general knowledge and experience in order to understand a number of
different areas and have the ability to go from one area to another easily.
3. Effective: the ability to get things done; work under pressure; work well with others under
pressure; be well organized.
4. Curiosity: the need to be curious enough to go beyond the surface; look at things in a
questioning manner; to seek information to find out about people, events, activities and to
understand them; to be skeptical at times.
5. Comprehension: the ability to analyze information, sort the important from the
unimportant; understand what you're writing about.
6. Judgment: gather information and learn to sort the important from the unimportant
effectively; be able to weed out information, determining what readers need to know, what
will make a complete, accurate article.
NEWS REPORTING:
News stories most often appear in the front section of a newspaper, although many
newspapers also have "City" or "International" sections that also contain news reports.
A news article will usually begin with a headline that explains what the story is about in a
few words and tries to grab the reader's attention. "Premier vows to freeze university tuition
fees," is an example of a headline that might run above a story about promises a politician
made to students during an election speech.
Beneath the headline usually appears the name of the reporter who has written the story.
This is called the byline, because it is often written as "By: John Smith." However, many

37

newspapers simply print the reporter's name, often in bold typeface and slightly above the
body of the article.
The byline is often followed by something called a dateline. This identifies where and
sometimes when, the story was written. If a newspaper has a reporter in Baghdad, for
example, the name of the city will be printed, often in bold typeface, at the beginning of the
story. The main purpose of a news story is to report the news in an objective manner.
NEWS BUREAU: A News bureau is an office for gathering or distributing news. Similar
terms are used for specialized bureaus, often to indicate geographic location or scope of
coverage.
CHIEF REPORTER: - The Chief reporter is the one in front of the camera, the voice on the
radio doing the interview, or the one credited with the article.
CORRESPONDENT:-A correspondent or on-the-scene reporter is a journalist or
commentator, or more general speaking, an agent who contributes reports to a newspaper, or
radio or television news, or another type of company, from a remote, often distant, location.
A foreign correspondent is stationed in a foreign country.
STRINGERS:-A stringer is a type of freelancejournalist or photographer who contributes
reports or photos to a news organization on an ongoing basis but is paid individually for
each piece of published or broadcast work.
FREELANCER: - A freelancer, freelance worker, or freelance is somebody who is selfemployed and is not committed to a particular employer long term.

38

MEDIA LAWS & ETHICS

BJ (MC) 106

OBJECTIVE OF THE COURSE: The Objective of the subject is to introduce students

with the articles and annexure enshrined in the constitution related to freedom of press in
India along with stating the necessary rules and controlling authorities related to the press of
India.
FREEDOM OF THE PRESS AND THE LAW
Freedom of the press or freedom of the media is the freedom of communication and
expression through vehicles including various electronic media and published materials.
While such freedom mostly implies the absence of interference from an overreaching state,
its preservation may be sought through constitutional or other legal protections.
With respect to governmental information, any government may distinguish which materials
are public or protected from disclosure to the public based on classification of information
as sensitive, classified or secret and being otherwise protected from disclosure due to
relevance of the information to protecting the national interest. Many governments are also
subject to sunshine laws or freedom of information legislation that are used to define the
ambit of national interest.

39

The Universal Declaration of Human Rights states: "Everyone has the right to freedom of
opinion and expression; this right includes freedom to hold opinions without interference,
and impart information and ideas through any media regardless of frontiers"
This philosophy is usually accompanied by legislation ensuring various degrees of freedom
of scientific research (known as scientific freedom), publishing, press and printing the depth
to which these laws are entrenched in a country's legal system can go as far down as its
constitution. The concept of freedom of speech is often covered by the same laws as
freedom of the press, thereby giving equal treatment to spoken and published expression.
FREEDOM OF SPEECH AND EXPRESSION
Article 19(1)(a) of Indian Constitution says that all citizens have the right to freedom of
speech and expression.
Freedom of Speech and expression means the right to express one's own convictions and
opinions freely by words of mouth, writing, printing, pictures or any other mode. It thus
includes the expression of one's idea through any communicable medium or visible
representation, such as gesture, signs, and the like. This expression connotes also publication
and thus the freedom of press is included in this category. Free propagation of ideas is the
necessary objective and this may be done on the platform or through the press. This
propagation of ideas is secured by freedom of circulation. Liberty of circulation is essential
to that freedom as the liberty of publication. Indeed, without circulation the publication
would be of little value. The freedom of speech and expression includes liberty to propagate
not one's views only. It also includes the right to propagate or publish the views of other
people; otherwise this freedom It strengthens the capacity of an individual in participating in
decision-making.
All members of society would be able to form their own beliefs and communicate them
freely to others.
RESTRICTION TO FREEDOM OF THE PRESS

40

Clause (2) of Article 19 contains the grounds on which restrictions on the freedom of speech
and expression can be imposed:1) Security of State: Under Article 19(2) reasonable restrictions can be imposed on freedom
of speech and expression in the interest of security of State. The term "security of state"
refers only to serious and aggravated forms of public order e.g. rebellion, waging war
against the State, insurrection and not ordinary breaches of public order and public safety,
e.g. unlawful assembly, riot, affray. Thus speeches or expression on the part of an individual,
which incite to or encourage the commission of violent crimes, such as, murder are matters,
which would undermine the security of State.
2) Friendly relations with foreign states: This ground was added by the constitution (First
Amendment) Act, 1951. The object behind the provision is to prohibit unrestrained
malicious propaganda against a foreign friendly state, which may jeopardize the
maintenance of good relations between India, and that state. No similar provision is present
in any other Constitution of the world.
3) Public Order: This ground was added by the Constitution (First Amendment) Act. 'Public
order' is an expression of wide connotation and signifies that state of tranquility which
prevails among the members of political society as a result of internal regulations enforced
by the Government which they have established

CONTEMPT OF COURT ACT, 1971

1. These two appeals have been filed against the judgment and order passed by the High
Court of Karnataka at Bangalore in CCC (Crl.) Nos. 7 and 12 of 2002 dated 18.8.2004 by
which the appellant has been convicted for committing criminal contempt of court and has
been awarded the sentence of simple imprisonment for a period of six months along with a
fine of Rs.2,000/-, in default, to undergo simple imprisonment for a further period of one
month.
2. Facts and circumstances giving rise to these appeals are that the appellant Wasen rolled as
an advocate on 14.8.1998 and since then he has been Practicing in the High Court of
41

Karnataka at Bangalore, prior joining Bar, he had been working for the respondent company
as Marketing Executive. Being well known to the officials of the company, he was engaged
as Retainer for the Company and thus, the appellant used to report to the company's officials
about the progress of its cases pending in various courts in Karnataka.
REGISTRAR OF NEWSPAPERS FOR INDIA
The Office of the Registrar of Newspapers for India, popularly known as RNI came into
being on 1st July, 1956, on the recommendation of the First Press Commission in 1953 and
by amending the Press and Registration of Books Act (PRB Act) 1867.The Press and
Registration of Books Act contains the duties and functions of the RNI. On account of some
more responsibilities entrusted upon RNI during all these years the office is performing both
statutory as well as non-statutory functions.
FUNCTIONS:
1) Compilation and maintenance of a register of newspapers containing
Particulars about all the newspapers published in the country.
2) Issue of certificate of registration to the newspapers published under
valid declaration.
3) Scrutiny and analysis of annual statements sent by the publishers of
Newspapersevery year under Section 19-D of the Press and Registration
of Books Act containing information on circulation, ownership etc.
4) Informing the District Magistrates about availability of titles to
Intendingpublishers for filing declaration.
5) To ensure that newspapers are published in accordance with the provisions
of the Press and Registration of Books Acts.
42

Acts-:
1) Copyright Act 1957
2) Official Secrets Act 1923
3) Right to Information Act 2005
4) Juvenile Justice Act
5) Domestic Violence Act
6) NDPS Act
7) Working Journalist Act
THE CABLE TELEVISION NETWORKS (REGULATION) Act 1995
25th March, 1995, an act to regulate the operation of cable television networks in the
country and for matters connected therewith or incidental thereto. BE it enacted by
Parliament in the Forty-sixth Year of the Republic of India as follows:(1) This Act may be called the Cable Television Networks (Regulation) Act, 1995.
(2) It extends to the whole of India.
(3) It shall be deemed to have come into force on the 29th day of September, 1994. In this
Act, unless the context otherwise requires-:
(a) "cable operator" means any person who provides, cable service through a cable
television network or otherwise controls or is 2 responsible for the management and
operation of a cable television network;
(b) "cable service" means the transmission by cables of pro- grammas including retransmission by cables of any broadcast tele- vision signals;
(c) "cable television network" means any system consisting of a set of closed transmission
paths and associated signal generation, control and distribution equipment, designed to
provide cable service for reception by multiple subscribers;

43

(d) "company" means a company as defined in section 3 of the Companies Act, 1956; (1 of
1956.)
(e) "person" means-- (i) an individual who is a citizen of India; (ii) an association of
individuals or body of individuals. whether incorporated or not. whose members are citizens
of India; (iii) a company in which not less than fifty-one per cent. of the paid-up share
capital is held by the citizens of India;
(f) "prescribed" means prescribed by rule made under this Act;
(g) "programme" mean any television broadcast and includes- (i) exhibition of films,
features, dramas, advertisements and serials through video cassette recorders or video
cassette players: (ii) any audio or visual or audio-visual live performance or presentation.
and the expression "programming service" shall be construed accordingly; (h) "registering
authority" means such authority as the Central Government may. by notification in the
official Gazette, specify to perform the functions of the registering authority under this Act;
(i) "subscriber" means a who receives the signals of cable television network at place
indicated by him to the cable operator, without further transmitting it to any other person

44

STILL PHOTOGRAPHY
BJ (MC) 108
OBJECTIVE OF THE COURSE: The objective of the course is to develop the amateur
skills of photography in students and drilling them on how to do professional photography.
A camera is a device used to take picture, either singly or in sequence, with or without sound
recording, such as with video cameras. Every camera consists of some kind of enclosed
chamber, with an opening or aperture at one end for light to enter.
CAMERA OBSCURA (DARK ROOM)

45

The word camera means room in latin and the word obscura means dark.
HOW IT WORKS:
The camera obscura is simply a room, or even a box, with a hole. In one side. The hole acts
like an aperture in a camera, focusing the light. Day must be bright, and the room must be
dark, but the image will appear clearly on the wall opposite the hole. Because the suns rays
travel in a straight line, they produce an image on wall that is reversed.
LENS
The lens is one of the most important vital parts of the cameras which consists one or more
pieces of glass that focuses and frame an image within the cameras.
Single lens fall into two basic categories: concave and convex.
Concave lenses which are thinner at the center than at the edges bend light rays away from
the center of the lens. On the other hand convex lenses are the thickest at the center and light
towards the center of the lens.

46

PHOTOGRAPHY
Photography is the art, science and practice of creating durable images by recording light or
other electromagnetic radiation, either electronically by means of an image sensor or
chemically by means of a light-sensitive material such as photographic film.
Role and importance of photography
Photography is a very important tool that is used to memorialize our lives and yet we do not
think of it at the time that we press that shutter button. We do not realize the importance of
the images until the subject of one of the images passes on and then we are left with nothing
but the memories. Photography helps us relive the past and in a way to keep in touch with
the past
BASIC PART OF SINGLE LENS
1.lens:A lens is

an optical device

with

perfect

or

approximate axial

symmetry which transmits and refracts light, converging or diverging the beam.
47

2. Film chamber:A sequence of images of moving objects photographed by a camera

and providing the optical illusion of continuous movement when projected onto a
screen.
3. Aperture:In optics, an aperture is a hole or an opening through which light travels.
4. Shutter: movable cover or screen for a window, designed to shut out the light, to
obstruct the view, or to be of some strength as a defense; a blind
5. View finder:In photography, a viewfinder is what the photographer looks through
to compose, and in many cases to focus, the picture.
6. Pentaprism: pentaprism is a five-sided reflecting prism used to deviate a beam
of light by 90%.
7. Memory (internal and external):the term "memory" applies to any electronic
component capable of temporarily storing data.
RELATIONSHIP BETWEEN APERTURE AND SHUTTER SPEED
The shutter is a sheet that moves to uncover or obscure the film or CCD and normally
obstructs the passage of light. The aperture is a hole in an optical diaphragm which can be
varied in size to alter the amount of light entering the lens (a lot like the pupil and iris of a
human eye).
CAMERA ACCESSORIES
1. Tripod: A tripod used to support a camera.
2. Monopod: single-legged support for a camera or other hand-held device
3.Filters:A porous material through which a liquid or gas is passed in order to
separate the fluid from suspended particulate matter.
THREE POINT LIGHTENING:

48

Keylight:In photography or motion pictures) the main light that illuminatesthe subject being
photographed or filmed.
Fill light:A fill light (often simply fill) may be used to reduce the contrast of a scene and
provide some illumination for the areas of the image that are in shadow.
Back light: A type of spotlight, used in photography, that illuminates a subject from behind.

VARIOUS TYPES OF PHOTOGRAPHY

1. Portrait:

Portrait

photography or portraiture is

the

capture

by

means

of photography of the likeness of a person or a small group of people (a group

portrait), in which the face and expression is predominant.
2. Wildlife: It is simply the photography of all types of wildlife (fish, birds,
mammals).
3. Nature: nature photography focuses on landscapes, wildlife and plant life as they
are found in their natural environment.
4. Advertising: Advertising is a form of communication used to encourage
or persuade an audience (viewers, readers or listeners) to continue or take some new
action.
5. Night photography: Night photography refers to photographs taken outdoors
between dusk and dawn.

49

PRINT JOURNALISM LAB-I

BJ(MC)152

OBJECTIVE OF THE COURSE: The Objective of the subject is to enhance the skills of
the journalism students which they can use in their near future..
BASICS OF CONDUCTING INTERVIEWS FOR NEWS
Conducting interviews for news stories is an important skill for any journalist. A source
anyone a journalist interviews - can provide the following elements that are vital to any
news story:

basic factual information

perspective and context on the topic being discussed

direct quotes

ideas on how to approach the story

names and contact information of other people to interview

THINGS NEEDED

a thin reporters spiral notebook (can be purchased at most office supply stores)

several pens and a pencil if its winter (pens freeze in cold weather)

a tape recorder or digital voice recorder (optional)

a video camera for interviews you plan to webcast

50

PREPARING FOR THE INTERVIEW

Research Do as much research as you can. If youre going to interview, say, a

cardiologist about heart attacks read up on the subject and make sure you understand
basic terms such as cardiac arrest. A well-prepared reporter inspires confidence in
the person being interviewed.

Developing Questions Once youve thoroughly researched your topic, prepare a list
of questions to ask. That will help you remember all the points you want to cover
once the interview is underway.

KEYS TO SUCCESSFUL INTERVIEW

Establish a Rapport When starting out, dont abruptly launch into your questions.
Chitchat a little with your source. Compliment them on their office, or comment on
the weather. This puts your source at ease.

Keep it Natural An interview can be an uncomfortable experience, so keep things

natural and conversational. Instead of mechanically reading out your list of questions,
weave your queries naturally into the flow of the conversation. Also, maintain eye
contact as much as possible. Nothing is more unnerving to a source then a reporter
who never looks up from their notebook.

Be Open Dont be so focused on getting through your list of questions that you miss
something interesting. For instance, if youre interviewing the cardiologist and she
mentions a new heart-health study thats coming out, ask her about it. This may take
your interview in an unexpected direction but if it leads to something interesting, so
what?

Maintains Control Be open, yes, but dont waste your time. If your source starts to
ramble on about things that are clearly of no use to you, dont be afraid to gently but
firmly steer the conversation back to the topic at hand.

51

Wrapping Up At the end of the interview, ask your source if theres anything they
want to discuss that you hadnt asked about. Double-check the meanings of any terms
or words they used that youre unsure about. And always ask if there are other people
they recommend that you speak with.

A Note About Note-taking Beginning reporters often freak out when they realize they cant
possibly write down everything the source is saying, word-for-word. Dont sweat it.
Theyll use, and ignore the stuff they wont. This takes some practice, but the more
interviews you do, the easier it gets.

52

PHOTO LAB
BJ(MC)154

OBJECTIVE OF THE COURSE: The Objective of the subject is to train the students with
basic photography and shooting skills to develop quality photographer.
While studying any subject if it is not being applied, till then there is no use of the theory.
When we practically perform it we get to more about the subject easily and clearly. Likewise
when we talk about photo lab then the first thing comes into our mind is camera. It is
necessary to know how to handle the camera? What are the parts of the camera? These
basic things are necessary to know about the camera.
Some of the assignments that came under this subject were as follows:

Using digital SLR, developing idea and practice.

Making photo feature on a specific topic.

Photo shoot in artificial lights.

These above assignments helped us to understand about that how to use the camera
professionally and about its part and with the use of SLR camera taking photographs in
artificial lights and to make photo feature on a particular topic.
RULE OF THIRDS
Imagine that your image is divided into 9 equal segments by 2 vertical and 2 horizontal
lines. The rule of thirds says that you should position the most important elements in your
scene along these lines, or at the points where they intersect. Doing so will add balance and
53

interest to your photo. Some cameras even offer an option to superimpose a rule of thirds
grid over the LCD screen, making it even easier to use.

BALANCING ELEMENTS
Placing your main subject off-centre, as with the rule of thirds, creates a more interesting
photo, but it can leave a void in the scene which can make it feel empty. You should balance
the "weight" of your subject by including another object of lesser importance to fill the
space.
LEADING LINES
When we look at a photo our eye is naturally drawn along lines. By thinking about how you
place lines in your composition, you can affect the way we view the image, pulling us into
the picture, towards the subject, or on a journey "through" the scene. There are many
different types of line - straight, diagonal, curvy, zigzag, radial etc - and each can be used to
enhance our photo's composition.
SYMMETRY AND PATTERNS
We are surrounded by symmetry and patterns, both natural and man-made., They can make
for very eye-catching compositions, particularly in situations where they are not expected.
Another great way to use them is to break the symmetry or pattern in some way, introducing
tension and a focal point to the scene.
VIEWPOINT
Before photographing your subject, take time to think about where you will shoot it from.
Our viewpoint has a massive impact on the composition of our photo, and as a result it can
greatly affect the message that the shot conveys. Rather than just shooting from eye level,
consider photographing from high above, down at ground level, from the side, from the
back, from a long way away, from very close up, and so on.
BACKGROUND
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How many times have you taken what you thought would be a great shot, only to find that
the final image lacks impact because the subject blends into a busy background?
The human eye is excellent at distinguishing between different elements in a scene, whereas
a camera has a tendency to flatten the foreground and background, and this can often ruin an
otherwise great photo. Thankfully this problem is usually easy to overcome at the time of
shooting - look around for a plain and unobtrusive background and compose your shot so
that it doesn't distract or detract from the subject.
DEPTH
Because photography is a two-dimensional medium, we have to choose our composition
carefully to convey the sense of depth that was present in the actual scene. You can create
depth in a photo by including objects in the foreground, middle ground and background.
Another useful composition technique is overlapping, where you deliberately partially
obscure one object with another. The human eye naturallyrecognizes these layers and
mentally separates them out, creating an image with more depth.

55

COMPUTER LAB II
BJ(MC)154

OBJECTIVE OF THE COURSE: The Objective of the subject is to create an eye for
graphics differentiating between Photoshop and Corel Draw and delivering quality work.

ADOBE PHOTOSHOP
Adobe Photoshop is a graphics editing program developed and published by Adobe Systems
Incorporated.
TOOLS:
Upon loading Photoshop, a sidebar with a variety of tools with multiple image-editing
functions appears to the left of the screen. These tools typically fall under the categories
of cropping and slicing; drawing; painting; measuring and navigation; selection; typing;
and retouching.
Some tools contain a small triangle in the bottom right of the toolbox icon. These can be
expanded to reveal similar tools.
Some tools are discussed below:
Cropping and Slicing
The crop tool can be used to select a particular area of an image and discard the portions
outside of the chosen section. This tool assists in creating a focus point on an image and
excluding unnecessary or excess space.

56

The "slice" and slice select tools, like the crop tool, are used in isolating parts of images. The
slice tool can be used to divide an image into different sections, and these separate parts can
be used as pieces of a web page design once HTML and CSS are applied. The slice select
tool allows sliced sections of an image to be adjusted and shifted
Drawing
Photoshop includes a few versions of the pen tool. The pen tool creates precise paths that
can be manipulated using anchor points. The freeform pen tool allows the user to draw paths
freehand, and with the magnetic pen tool, the drawn path attaches closely to outlines of
objects in an image, which is useful for isolating them from a background.
Selection
The marquee tool can make selections that are single row, single column, rectangular and
elliptical. Once an area of an image is highlighted, the move tool can be used to manually
relocate the selected piece to anywhere on the canvas. The lasso tool is similar to the
marquee tool, however, the user can make a custom selection by drawing it freehand. In
addition, the lasso tool can make magnetic and polygonal selections.
Healing Tools
With improvement retouching tools like the Clone Stamp tool and Healing Brush tool,
imperfections of an image can easily be removed. These tools essentially function by
locating a source point (or multiple source points) that can be scaled or rotated in order to
cover an imperfection or unwanted detail in a specific area of an image.

COREL DRAW
Corel

DRAW is

a vector

graphics

editor developed

and

marketed

by Corel

Corporation of Ottawa, Canada. It is also the name of Corel's Graphics Suite, which bundles

57

CorelDraw with a bitmap image editor, Corel Photo Paint, and other graphics-related
programs. Here is a list of the basic tools of Corel DRAW's interface.

DEVOLEPMENT & COMMUNICATION

BJ (MC) 201
OBJECTIVE OF THE COURSE: The Objective of the subject is to develop
understanding of development issues and contributing positively towards the development
process of country as responsible mass communicators.

DEVELOPMENT
It means a change, growth, progress and modernization. However, there can be
Changes without development. Therefore development stands for all that is good,
positive and favorable.
COMMUNICATION
It is sharing knowledge, information and experience and thus understands, persuade,
convert, or control one another.
5 Ms of Development
Man
Material
Machinery
Money
58

 Media
Economic and Social Indicators of Development
GROSS DOMESTIC PRODUCT
Gross domestic product (GDP) refers to the market value of all officially recognized
final goods and services produced within a country in a given period. GDP per capita
is often considered an indicator of a country's standard of living. GDP per capita is
not a measure of personal income. See Standard of living and GDP. It is not to be
confused with Gross National Product (GNP) which allocates production based on
ownership. Gross domestic product is related to national accounts, a subject in
macroeconomics. GDP can be determined in three ways, all of which should, in
principle, give the same result. They are the product (or output) approach, the income
approach, and the expenditure approach.
GROSS NATIONAL PRODUCT
Gross National Product (GNP) is the market value of all products and services
produced in one year by labor and property supplied by the residents of a country.
Unlike Gross Domestic Product (GDP), which defines production based on the
geographical location of production, GNP allocates production based on ownership.
GNP does not distinguish between qualitative improvements in the state of the
technical arts (e.g., increasing computer processing speeds), and quantitative
increases in goods (e.g., number of computers produced), and considers both to be
forms of "economic growth".
GNP vs. GDP
Gross National Product (GNP) is often contrasted with Gross Domestic Product
(GDP). While GNP measures the output generated by a country's enterprises
(whether physically located domestically or abroad) GDP measures the total output

59

produced within a country's borders - whether produced by that country's own firms
or not.
When a country's capital or labor resources are employed outside its borders, or when
a foreign firm is operating in its territory, GDP and GNP can produce different
measures of total output.
HUMAN DEVELOPMENT INDEX
The Human Development Index (HDI) is a composite statistic used to rank countries
by level of "human development", taken as a synonym of the older term standards of
living or Quality of life, and distinguish "very high human development", "high
human

development",

"medium

human

development",

and

"low

human

development" countries. HDI was devised and launched by Pakistani economist

MahbubulHaq in 1990.
The Human Development Index (HDI) is a comparative measure of life expectancy,
literacy, education, and standards of living for countries worldwide. It is a standard
means of measuring well-being, especially child welfare. It is used to distinguish
whether the country is a developed, a developing or an under-developed country, and
also to measure the impact of economic policies on quality of life. There are also
HDI for states, cities, villages, etc. by local organizations or companies.
APPROACHES:DIFFUSION OF ILLUSION
It means to spread new creation, ideas, message through the usage of mass media.
This term was coined by Everett M Rogels.
MAGIC MULTIPLIER

60

Wilbur Schramms 1964 Mass Media and National Development which was
produced for the UNESCO became almost a blueprint for development
communication.
Social change of great magnitude is required. To achieve it, people must inform,
persuaded, educated.
Information must flow, not only to them but also from them so that their needs can be
known and they might participate in the acts and decisions are nation-building.
LOCALIZED APPROACH
It includes following things:
Active Participation at Grass Root Level
(NGOs, Civil Societies)
Encourage Self-Reliance among local communities
Rural Development
Traditional Media

DEVELOPMENT SUPPORT COMMUNICATION

The theory based on development support communication is help to create an
awareness about the Health and Family Welfare, Women Empowerment, Literacy and
Education, Water Harvesting & Management, through the useage of big media (for
Developed Countries) and little media (for Developing countries).
COMMUNICATION FOR URBAN DEVELOPMENT
CONSUMER AWARENESS
Consumer protection Act 1986.
Right to Safety
Right to Information
61

 Right to Choose
Right to be heard
Right to redressal
Right to Consumer Education
Right to Healthy Environment
Right to basic needs
URBAN SANITATION
Sanitation is defined as safe disposal of human excreta including its safe confinement
treatment disposal and associated hygiene practices. Sanitation is also depend on
other elements like environmental sanitation along with the management of drinking
water supply.
Sanitation in India is becoming more and more problematic. There are so many
attributable factors responsible for this situation. Sanitation itself is in crisis, it is not
only in India, this is throughout the world 2.6 billion People worldwide - 40% of the
worlds population - does not have a toilet. Yet, despite the fact that 5,000 children
die every day from diarrhea diseases, there has been no political action on the issue.
The millennium development goals clearly stated the importance of water and
sanitation the fact is water and sanitation is the most neglected and most off-track of
the UN millennium development goals.
Joint Forest Management often abbreviated as JFM is the official and popular term in
India for partnerships in forestmanagement involving both the state forest
departments and local communities. The policies and objectives of Joint Forest
Management are detailed in the Indian comprehensive National Forest Policy of 1988
and the Joint Forest Management Guidelines of 1990 of the Government of India.

62

IMPORTANCE OF NWFPs IN JOINT FOREST MANAGEMENT

Non-wood forest products are important to JFM efforts for a number of reasons.
First, NWFPs are integral to the lifestyle of forest-dependent communities. They
fulfill basic requirements, provide gainful employment during lean periods and
supplement incomes from agriculture and wage labor. Medicinal plants have an
important role in rural health to prevent unscrupulous intermediaries and their agents
from exploiting NWFP collectors:
to ensure fair wages to collectors
to enhance revenue for the state
to ensure quality

PRINT JOURNALISM-II
BJ (MC) 203

OBJECTIVE OF THE COURSE: The Objective of the subject is to make students to edit
the reports with proof reading symbols, design and layout along with describing the
functions and responsibilities of editor and sub-editor.

EDITING
Editing means minor changes to be done. It involves replacement of a word or
sentence but does not change the whole sentence completely. It plays a very
important role in any news organization. Editing plays a multi-faceted role:
Selection of story
Taking out grammatical mistakes
Improving with words
Checking facts and figures
63

 Putting headlines and many more

The selection and correction of news is called editing. Editing involves minor
changes and minor revision. Editing improves the story but does not change the
whole story.
PRINCIPLES OF EDITING
1. Format
The story should contain lead and body.
2. Opening Paragraph
3. Re-Writing
4. Headlines
5. Editing by knowledge of language
One should have a good sense of grammar and vocabulary.
Editing in print journalism is done for news reports, features, copywriting etc.
Editing adopts the following approaches
Editing for clarity and conciseness
Editing for correctness
Editing for completeness
ROLES AND RESPONSIBITIES OF AN EDITOR:

overseeing the layout, appearance and content of feature articles;

generating ideas for features

Editing and re-writing articles (if required)

Proof reading all pages before going to press;

The editorial department is made up of many sections. The first sorting of all the
incoming news is done at the general desk, which concerns itself with the front page
64

and the national pages. The foreign desk, regional desk, city desk, business desk and
spots desk take care of their respective pages. A Chief Sub-editor heads each of these
sections. A couple of Chief Sub-editors, who handle the front page, bear additional
responsibility as edition-makers. The job of a Chief Sub-editor combines a piece-bypiece planning operation with quality control of the material that is being processed.
It is an arduous and unrelenting task.
PRIOROTISING:
After a Chief Sub-editor has identified a dozen or two items for the page, the next
step is putting them in the order of importance. This is often a very subjective
process. What looks important to me may not be for you. Newspapers themselves
differ in the level of importance they attach to events, persons and places.

PROCESSING:
This is what we call editing, which is commonly mistaken by laypersons as
censoring, which has a far negative connotation.
After selecting and prioritizing items, a Chief Sub-editor slots them on a page and
gets them edited by Senior Sub-editors and Sub-editors. Editing involves ensuring
accuracy of facts, correct language and lucid narrative. Items are trimmed to fit the
space. Sub-editors seek clarifications from reporters in case of doubts. They also
arrange photographs or graphics that can add value to the news item.
DESIGNING:
Once the Chief Sub-editor has a good idea of what she has to offer the reader, she
gets down to designing the page. It is a rough outline of what items should go on

65

which pages, depending on importance and reader-interest. It gives a general shape to

the next days paper.
PACKAGING:
Then comes the actual making of a page, Sometimes a Chief Sub-editor herself does
it or gets juniors to do it. Here a number of visual and aesthetic elements are taken
into account without compromising the intrinsic value of the news item. It is a tough
balancing act. No one will have a second look at a badly made page even though the
items on it are highly readable. Conversely, a neatly made page should not be just
that, it should have matter to read. It is easier said than done. A lot of further editing
and rearranging of items have to be done on the page to make it good, content and
look-wise.
A journalist not only disseminates news but also helps mold public opinion. In a
democracy governments come and go based on the public opinion of politicians
created by the mass media. Similarly, major policy decisions are taken, amended or
even annulled. In the book, Press and Foreign Policy, scholar Barnard Cohen
identifies three roles of the press: observer, participant and catalyst. He says the
world looks different to different people depending upon the map that is drawn for
them by writers, editors and publishers. It is in the daily drawing and redrawing of
the map that the actions of journalism are revealed.
A journalist should have the acumen to sense news. Anything that is new, interesting,
exciting or out of ordinary may technically be news. But a Chief Sub-editor while
selecting and prioritizing news items, and packaging them on a page has to keep in
mind the social context and relevance of the news. And, this responsibility is all the
more great in a developing country like India. There has to be a sustained focus on
development journalism, which should not be a casualty in todays techno-driven
craze for instant gratification.
66

RADIO JOURNALISM & PRODUCTION

BJ (MC) 205

OBJECTIVE OF THE COURSE: The Objective of the course is to develop understanding

of the students into the different modes of broadcasting, types, formats and characteristics of
radio programmes effectively.

RADIO AS MEANS OF COMMUNICATION

The word 'Communication' is derived from the Latin word "cornmunis", which means, to
make common or to share. There are numerous definitions of communication, and there is
yet no agreement on any single definition. Some of the more functional definitions of
communication describe it as "the transfer or conveying of meaning" (Oxford dictionary)",
transrnission of stimuli" (Colin Cherry), "one mind affecting another" (Claude Shannon);
"one system influences another" (Charles E. Osgood), "the mechanism through which
67

human relations exist and develop," or "sharing of experience on the basis of commonness"
(Wilbur Schramm).
You communicate to share a message or information. Communication is more than mere
transferring or transmission of ideas or thoughts. It is not a static act, as some of the earlier
definitions suggest, but it is a dynamic process of action and interaction towards a desired
goal.
Thus, communication is a process of sharing or exchange of ideas, information, knowledge,
attitude or feeling among two or more persons through certain signs and symbols.
Communication is vital for human existence, and for the progress of humanity. No person,
group or society can exist without interaction with others. Think for a moment what would
happen to us if we did not talk with anyone at home; didn't listen to lectures at.schoo1 or
college; didn't speak to friends and co-workers; or didn't play games or watch TV or films?
And what would life be like in the absence of news, views, facts, figures or information?
Obviously, we would be miserable and would miss out on many opportunities and
challenges offering us security and success in our personal and professional life. Being at the
heart of all social action and interaction, communication functions as a relating tool that
creates understanding, facilitates work, and strengthens collective living among people.
Essentially, the primary function of communication is to inform, instruct educate, entertain,
influence and persuade people to make them function smoothly and effectively. Besides,
communication has a secondary function to perform as well: through debate and discussion
it promotes cultural integration, it fosters consensus, creativity, and understanding among
people, groups and societies enabling them to live in peace and harmony.

RADIO FORMATS
FACTORS TO BE TAKEN INTO ACCOUNT FOR MAKING A RADIO PROGRAMME
(a) Number of people i.e. the total population of the area.

(b) Number of men and women Sex ratio

(c) Literate people/Illiterate people
(d) The languages spoken in the area.
(e) Schools/Colleges
68

(f) Children going to school

(g) Health facilities availability of doctors, primary health centre, clinics,
hospitals.
(h) Any major diseases
(I) Religions in the area-population wise
(j) Power supply
(k) Nearest radio stations/Television stations
(l) Climate of the place
(m) Main occupation of the people
(n) Income per head/people below poverty line
(o) Roads/transport facilities
(p) Irrigation facilities
(q) Number of people engaged in agriculture/other occupations.
(r) Types of crops.

RADIO TALK: The radio talk probably is the oldest format on radio. There has been
a tradition in India and Britain to invite experts or prominent persons to speak for 10
or 15 minutes on a specific topic.
RADIO INTERVIEWS: Have you ever interviewed anyone? Probably yes. In the
media, be it the newspaper, magazine, radio or television, journalists use this
technique of asking questions to get information. There can be different types of
interviews in terms of their duration, content and purpose.
RADIO DISCUSSIONS: - When you have a problem in your family or with your
friends, dont you say let us discuss? Yes we do. Through a discussion we can find
out a solution to problems. In any discussion there are more than 2 or 3 people and
then ideas can be pooled to come to some conclusion.
RADIO DOCUMENTARIES/FEATURES: If you see a film in a movie hall, it is
generally a feature film, which is story based and not real. But there are also
documentary films which are based on real people and issues. A lot of programmes
69

you see on television are educational and public service documentaries. Radio also
has this format.
RADIO DRAMA: A Radio drama or a radio play is like any other play staged in a
theatre or a hall. The only difference is that while a stage play has actors, stage, sets,
curtains, properties movement and live action, a radio play has only 3 components.
RUNNING COMMENTARIES: If you cant go to see a football or cricket match in
a stadium, you may watch it on television. But for that you have to be at home or at
some place where there is a television. But if you are travelling or outside, then you
may listen to radio for a running commentary of the match.
NEWS: Among all the spoken word formats on radio, news is the most popular.
News bulletins and news programmes are broadcast every hour by radio stations. In
India, only All India Radio is allowed to broadcast news. Duration of news bulletins
vary from 5 minute to 30 minutes.
MUSIC:When we say radio, the first thing that comes to our mind is music. So
music is the main stay in radio. There is no radio without music. Music is used in
different ways on radio. There are programmes of music and music is also used in
different programmes. These include signature tunes, music used as effects in radio
plays and features. India has a great heritage of music and radio in India reflects that.

WRITING FOR THE EAR

1. USE SHORT WORDS: Big words sound impressive. But multi-syllabic words are
rarely as good as their simpler counterparts when writing for the ear. As Winston
Churchill said, Short words are the best and old words when short are the best of
all.
2. USE SHORT SENTENCES: Short sentences are more impactful than longer ones.
The first example above has 39 words; the second has just 20. Theres a good reason
the most memorable lines from famous speeches are short, rarely exceeding 20
words.

70

3. USE EVERYDAY WORDS: One seminal study found that adults can understand 96
percent of all spoken language with a vocabulary of just 2,000 words. Although most
native English speakers know thousands more, they tend to use the same limited pool
of words in conversation. When speaking to a general audience, you should too.
4. USE CONTRACTIONS: Barring the most formal speeches, oral delivery requires
the use of contractions. Do not and I will work best for the eye. Dont and
Ill work best for the ear.
5. SPEAK THEM ALOUD: When youre finished drafting your messages, read them
aloud. If any of them contain a word that doesnt roll easily off your tongue, replace
it with one that does.

RADIO PRODUCTION

ELEMENTS OF RADIO PRODUCTION

1. The Scriptwriter: having the writer present at the session often helps clear up any
misunderstanding with the written word.
2. The Sound Engineer: a good experienced technician with a good pair of ears can
make everything work quickly and smoother.
3. The Producer: the person in overall charge of achieving the end result.
4. The Voice Over(s): Good casting is essential and knowing the capabilities of each
voice helps.

71

BASICS OF CAMERA, LIGHTS AND SOUND

BJ (MC) 207
OBJECTIVE OF THE COURSE: The Objective of the subject is to make students
identify different kinds of video camera, camera shots, movements, mounts, angles and
compositions along with basic operations and functions of a video camera by describing
techniques of lighting and methods of recording and mixing of sound in video production.

VIDEO CAMERA
A video camera is a camera used for electronic motion picture acquisition, initially
developed by the television industry but now common in other applications as well. Video
cameras record and play visual images and sounds made on magnetic tape. The Video
camera is the single most important piece of production equipment. Other production
equipment and techniques are greatly influenced by the cameras technical and performance
characteristics. The video camera is central to all television production.
Video cameras are used primarily in two modes.
The first, characteristic of much early television, is what might be called a live broadcast,
where the camera feeds real time images directly to a screen for immediate observation. A
72

few cameras still serve live television production, but most live connections are for security,
military/tactical, and industrial operations where surreptitious or remote viewing is required.
The second is to have the images recorded to a storage device for archiving or further
processing; for many years, videotape was the primary format used for this purpose, but
optical disc media, hard disk, and flash memory are all increasingly used. Recorded video is
used in television and film production, and more often surveillance and monitoring tasks
where unattended recording of a situation is required for later analysis.
PARTS OF VIDEO CAMERA AND FUNCTIONS
1. Built-in Microphone; This records the sound along with the picture when the camera
is in operation.
2. White-Balance Sensor window: This indicates the white balancing of the camera for
its color corrections.
3. Lens:- The lens assembly handles all the light and the image that comes into camera.
We can add lenses to achieve different effects in some models.
4. Viewfinder:- it also allows us to see what we are recording(most display in black and
white, however)
5. LCD viewfinder:- Most new versions of digital camcorders have the liquid crystal
display (LCD) viewfinder, a small screen that allows us to see what we are recording
in color.
6. Zoom:-The two way zoom button enables us to zoom the camera lens in and out, that
is, it allows us to go closer to the subject when we zoom in and further from the
object when we zoom out.
7. Recording Levels:- Most professional modals have a drum that we can use to modify
the levels of audio we are recording.
8. Operation switch: This switch is used for the power supply to the camera.
9. Auto light button: This button is pressed to activate the auto light function.
10. Lense cap: It protects the lense from possible damages.
11. Tape eject button; to insert for take out a video cassette, press the button.
73

12. External microphone socket: If you want to use an external microphone, connect it to
this socket ( in this case, the built-in microphone will be deactivated)
13. Start/stop Button- press this button to start and stop shooting a scene.
14. White balance button- Press this button to select manual white balance adjustment.
Press it again to reset to the automatic white balance adjustment mode.
15. Exposure/aperture:- the exposure on the camera helps us to increase or decrease the
aperture levels so that the picture becomes brighter or darker depending on what we
desire. This increases or decreases the amount of light entering the camera.
16. Play button:- Press this button to start the playback
17. Stop Button:-Press this button to stop the playback.
CAMERA MOVEMENT EQUIPMENTS ARE:
1. Dolly
2. Jib
3. Crane
4. Track
5. Trolly
CAMERA LENSES (Types & Functions)
A camera lens is a curved piece of transparent glass that focuses an image in a camera. A
camera lens is not a single lens, but a combination of lenses to bend the light entering the
camera in such a way that it can be captured on film. Depending on the shape and size of the
lens, many different photographic effects can be achieved. In addition, combining multiple
lenses and changing the distance between those lenses, can create even more photographic
effects. There are many different types of camera lenses for different photographic
Purposes.

74

These lenses are permanently fixed to video cameras, or used interchangeably with lenses of
different focal lengths. There are several basic types of products:
1) Normal lens: A Normal Lens gives a viewpoint that is very close to what is seen by the
human eye. It has very little distortion.
2) Telephoto Lens: A telephoto lens or narrow angle lens is designed to have a focal
length. The subject appears much closer than normal, but you can see only a smaller part of
scene.
3) Zoom Lens: Most Video camera comes with the familiar zoom lens system, which is a
remarkably flexible production tool. At any given setting within its range the zoom lens
behaves like a prime lens of that focal length.
4) Wide angle: a wide angle lens has a short focal length that takes in correspondingly more
of the scene. However subjects will look much further away and the depth and distance
appear exaggerated.
CAMERA ANGLES
The relationship between the camera and the object being captured (i.e the ANGLE) gives
emotional information to an audience, and guides their judgment about the character or
object in shot. The more extreme the angle (i.e the further away it is from eye left), the more
symbolic and heavily-loaded the shot.
Each shot requires placing the camera in the best position for viewing a scene. This
positioning of camera, specially camera angle, determines both the audience viewpoint and
area covered in the shot.
To achieve the desire angle within the frame, the camera must be placed at the appropriate
level.
Low-angle: When the camera is below the subject that is low angle. The camera will make
whatever it is looking at seem big. It also gives a general sense of dramatic intensity and
sometimes makes a subject seem threatening.
High-Angle: When the camera is above the subject looking down to it that is the high angle
shot. The psychology behind the shot is the reverse of the low angle shot. High angle shot
75

makes a subject look smaller. To show weakness or vulnerability, a high angle shot is
appropriate.
Eye-Level-Angle: These shots are best for close ups of people, meant to depict a general
scene. It may provide a neutral narrative position, or it may support a high-impact,
challenging situation. The camera position at eye level invites the viewer to read the shot,
rather than respond to it emotionally, as would be the case with either a high or a low angle
shot.
The Bird's-Eye view: This shows a scene from directly overhead, a very unnatural and
strange angle. Familiar objects viewed from this angle might seem totally unrecognizable at

first (umbrellas in a crowd, dancers' legs). This shot does, however, put the audience in a
godlike position, looking down on the action. People can be made to look insignificant, antlike, part of a wider scheme of things.
ASTHETICS IN VISUAL COMPOSITION:
1. Look whole screen
2. Try to understand the difference between camera and human eye.
3. What is background: What it is ? Is it Effective?
Does it match to your subject? Is it giving any additional information about the
subject?
4. Costume & make-up: It should be up to the mark.
5. subjectivity: Who Speaks, Who Listens we must have to focused about it at the time
of composition.
6. We also must have to be focused towards Optical Center.
SUBJECT AND CAMERA RELATIONSHIP

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Always consider the purpose of the shot before you start to set it up. After finding your
subject, think that what you want to show about it/them.
We always must have to be focused in terms of understanding the relationship between the
subject & camera, like we should be very much clear about our subject. For example we
must aware who is our subject, why it is our subject? Are they in right clothes/dress or are
they in right mood? These are some points which are very essential at the time of
maintaining relation between the both.
APERTURE
The aperture, or f/stop as it is commonly called, issued to regulate the diameter of the lens
opening. Thatcontrols the luminance on the film plane.
Besidescontrolling the luminance on the film plane, the f/stop also controls image sharpness
by partially correctingvarious lens aberrations.
The most commonly used aperture control device isthe iris diaphragm. An iris diaphragm is
an adjustabledevice that is fitted into the barrel of the lens or shutterhousing. It is called an
iris diaphragm because itresembles the iris in the human eye.
Depth of field is the range of distances in front of the lens in which objects appear to be in
acceptable focus. It's longer for short (wide angle) lenses than for long (telephoto) lenses,
and it increases as you use higher f-stops. It is often wise to use a higher f-stop when
lighting conditions permit, if you expect the distance between the camera and the subject to
change often while you're taping, since you'll have less trouble keeping the subject sharply
focused with greater depth of field.

TYPES OF LIGHTENING
These are some common types of light you'll often hear about in film, video and
photography.
Note that these definitions are not always rigid and some people may interpret them a little
differently.
Blonde

1000-2000w, used as a key flood light for large areas.

77

Redhead

650-1000w, used as a key flood light for large areas.

Pepper Light

100-1000w, small light used as a more focused key or fill light.

HMI

A high-quality type of light which uses an arc lamp instead of filament

bulb.

Halogen Work 150-500w, used as a key flood light for lighting large areas. This is a lowLamp

budget lighting solution.

Other Lights

Domestic light bulbs can be used at a pinch, ideally as a secondary light

such

as

fill

or

backlight.

Many video cameras have built-in lights or the ability to mount a light
these are useful in emergencies but provide poor quality lighting.
Chinese

A low-cost light, useful in some situations.

Fresnel

A light which has a lens with raised circular ridges on its outer surface
which are used to focus the light beam.

PROPERTIES OF LIGHT SUMMARY

1) Light travels in straight lines
2) Light travels much faster than sound 299 792 458 m / s
3) We see things because they reflect light into our eyes
4) Shadows are formed when light is blocked by an object

LIGHTING EQUIPMENT
Some common types of equipment used in video and photography lighting.
18%Gray

A gray-coloured card which reflects 18% of the light which falls

Card

upon it. Used as a reference to calibrate light meters and set

exposure.

Ballast

A device used to control the electrical current in a light.

Consoles

Hardware and software systems which control lighting. Operated

by the lighting technician, consoles coordinate lighting displays on
78

stages, studios, etc.

Light Meter

A tool used to measure light and indicate the ideal exposure

setting. Also known as an exposure meter.

Reflector

A specially-designed reflective surface used to act as a secondary

Board

light source. The board is lightweight and flexible, and is normally

folded up for transport in a small carry-case.

Gels

Materials which are placed in front of a light source to alter it's

characteristics, e.g. colour temperature or dispersion.

Spectrometer

A professional-level instrument which measures the spectrum of

light.

Technically

speaking,

spectrometer

analyses

the

electromagnetic spectrum and measures the intensity of radiation

as a function of wavelength.
Stands

& Systems used to support lights and hold them in the correct

Clamps

position.

EQUIPMENT FOR DEALING WITH SOUND

Equipment for generating or using sound includes musical instruments, hearing aids, sonar
systems and sound reproduction and broadcasting equipment. Many of these use electroacoustic transducers such as microphones and loudspeakers.
Audio Equipment required in a studio

Microphone (condenser or dynamic) not a computer microphone.

Microphone pre-amp (do not use your dj mixer microphone pre-amp these usually
give bad results)
patch cables.

Computer with a sound card (one that isn't from the dinosaur age).

79

SUMMER TRAINING REPORT

BJ (MC) 209

OBJECTIVE OF THE SUBJECT: The objective of the subject is to train the students with
the working criteria and conditions in Print Media.
Being a student of BJ (MC) and as a part of our course curriculum, I, PRIYA MITTAL had
undergone summer internship in THE STATESMAN the leading newspaper of
Chandigarh, one of an English Language newspaper from 1 st June, 2012 to 30th June 2012. I
worked in New Delhi
My internship had transformed as a good learning experience to my professional skill set.
My training program mainly includes rewriting of the news stories and also editing them for
the news. I improved with the writing capabilities by writing stories. Fact files though my
internship last only for 30 days but the exposure and the experience inculcated by the
professionally managed media like THE STATESMAN was above my expectations.
I sincerely convey my best wishes and a sincere thanks to GGSIPU for giving me support
and making me competitive enough to face and win challenges thata fresher faces while
foray intoexposure area.

80

PRINT JOURNALISM LAB- II

BJ (MC) 251

OBJECTIVE OF THE SUBJECT: The Objective of the subject is to give the knowledge
to students of using editing symbols, writing headlines and captions for cartoons and
photographs.

Assignments we have done in Print Journalism Lab-2:

We have to prepare a copy by using different kinds of editing symbols.

We have to edit a feature story and convert it into a news story

We have to write the headlines of the news stories published in the newspapers in our
own language by using the journalism ethics.

We have to write and change the captions of the cartoons and the photographs
published in the news stories in the newspaper.

We have to write the editorials in our own language by keeping in mind all the
journalism ethics.

We have to find out the facts/opinion in at least five stories published in newspapers.

81

82

RADIO JOURNALISM AND PRODUCTION LAB

BJ (MC) 253

OBJECTIVE OF THE SUBJECT: The Objective of the subject is to give deep knowledge
about using different types of microphones, recording, editing for effective presentation of
radio/audio productions.

Assignments we have done in Radio Journalism and Production Lab:

Preparing of scripts for radio shows

Recording radio shows like: Honor Killing

Preparing and recording news bulletins.

Worked on features for radio.

83

OPERATION AND HANDLING OF VIDEO EQUIPMENT FILES

BJ (MC) 255

OBJECTIVE OF THE SUBJECT: The Objective of the subject is to develop the students
for handling video camera, compose shots, shoot appropriate visuals for video programmes,
use lights inside and outside the studio, and use audio equipment appropriately to produce a
video programme efficiently.

Assignments we have done in operation and handling of video equipment:

We have to operate and handle video cameras and its equipment

We have to understand the various camera movements

We have to use different lights and filters while producing a show.

Use of different types of microphones for indoor and on location video recordings.

Recorded an News Package individually ( STREET FOOD OF INDIA)

84

TELEVISION & JOURNALISM PRODUCTION

(24202)

The Objective of the subject is to make the students able to describe the salient features of
TV as a medium, process of gathering news and report for TV, steps involved in editing of a
video program by enlisting the stages of production of a video program.

85

86

87

88

THREE STAGES OF PROGRAMME PRODUCTION

1. Pre-production
2. Production
3. Post production
PRE-PRODUCTION
This stage includes everything you do before entering the studio or reaching the shooting
location. It involves idea generation, research, scripting, and discussions with all the crew
members and talents (actors), arranging equipment, video / audio tapes, properties,
costumes, sets designing or location hunting and booking of editing shifts.
The first thing to know about any and every production is what you want the programme to
look like. This is the pre- production stage. You need a clear idea of what you want to make.
Only then will you be able to make a good programme, understandable by the audience.
Once the idea is clear, the next stage is how to get from the idea to the television image. To
translate an idea on screen effectively you need a good and detailed script.
In all it involves planning everything in advance. This is very essential to get desired results.
If you have worked well in this stage of programme production, the other two stages become
easy and workable.
PRODUCTION
This is the stage when you are on the studio floor or on location and are ready
to shoot or are actually shooting. It includes managing all the facilities, handling of talent
and crew members, controlling the crowd, shooting without hurdles and solving any
problem related on the spot at that time.
POST PRODUCTION

89

It includes cutting the recorded visuals into appropriate length, arranging the visuals in a
proper sequence, use of desiredeffects for the visuals or text / captions, commentary
recording, music/songrecording, and final assembly of the entire program.

INTRODUCTION TO ADVERTISING
(24204)

90

The Objective of the subject is to develop students so that they can explain advertising- role
and functions, the working of an ad agency by identifying various types of advertising along
with differentiate between advertising as communication, marketing and PR tool.
Advertising is multi-dimensional. It is a form of mass communication, a powerful marketing
tool, a component of the economic system, a means of financing the mass media, a social
institution, an art form, an instrument of business management, a field of employment and a
profession.
The simplest definition of advertising is that it is a PUBLIC
ANNOUNCEMENT.
Advertising is a form of persuasive communication with the public. The communication is
usually one sided, in one direction to the public from the advertiser.
Advertising as a form of mass communication has made mass selling possible as its purpose.
It is perhaps the best known mass communication channel. As means of forceful
communication advertising promotes the sale of goods, services, images and ideas through
information and persuasion.
ADVERTISING is not a panacea that can restore a poor product or rejuvenate a declining
market. It only helps in selling through the art and business of persuasive communication.
Advertising includes those activities by which visual or oral messages are addressed to the
public for the purposes of informing them either to buy the merchandise or services or act
favorably toward ideas, institutions or persons featured.
Thus advertising can be defined as the paid form of non-personal communication used with
persuasive intent by identified sponsors through various media to promote goods, services
and ideas etc.
Advertising is a message designed to promote or sell product, service or an idea. Advertising
is a public announcement with the purpose not so much to inform but to persuade the public
to buy a product, service or an idea.

91

There are FOUR basic Functions and Purpose of advertising

To INFORM
To PERSUADE
To EDUCATE
To ENTERTAIN

NATUREof advertising
MARKETING MIX
PROMOTION MIX
MASS COMMUNICATION
MESSAGES
PAID
SPONSOR
PERSUASIVE
CONTROLLED
IDENTIFIABLE
TARGET GROUP
Goals and Objectives of Advertising
o MARKETING ROLE
o COMMUNICATION ROLE
o ECONOMIC ROLE
o SOCIETAL ROLE

To conclude advertising helps in:

To increase he use of a product

92

To increase the frequency of use

To increase the variety of use

ETHICAL AND REGULATORY ASPECTS OF ADVERTISING

Advertisers are selective about the values and attitudes to be fostered and encouraged,
promoting some while ignoring others. This selectivity gives the lie to the notion that
advertising does no more than reflect the surrounding culture. For example, the absence
from advertising of certain racial and ethnic groups in some multi-racial or multi-ethnic
societies can help to create problems of image and identity, especially among those
neglected, and the almost inevitable impression in commercial advertising that an abundance
of possessions leads to happiness and fulfillment can be both misleading and frustrating.

Advertising Standards Council of India is a self-regulatory voluntary organization of the

advertising industry.
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the
cause of Self-Regulation in Advertising, ensuring the protection of the interests of
consumers. The ASCI was formed with the support of all four sectors connected with
Advertising, viz. Advertisers, Ad Agencies, Media (including Broadcasters and the Press)
and others like PR Agencies, Market Research Companies etc. Its main objective is to
promote responsible advertising thus enhancing the public's confidence in Advertising.
ASCI is represented in all committees working on advertising content in every Ministry of
the Government of India. ASCIs Code for Self-Regulation in Advertising is now part of ad
code under Cable TV Acts Rules. The Consumer Complaints Council is ASCI's heart and
soul. It is the dedicated work put in by this group of highly respected people that has given
tremendous impetus to the work of ASCI and the movement of self-regulation in the
advertising. ASCI thus aim to achieve its own overarching goal: to maintain and enhance the
public's confidence in advertising.

93

ADVERTISING AS COMMUNICATION TOOL

Advertising is a form of mass communication with the public. It is usually one sided i.e.
from the company to the buyer/potential user of the product. It is a form of communication
that typically attempts to persuade the potential customers to purchase or consume more of a
particular brand of product/services. Advertising is the non-personal communication of
information usually paid for and usually persuasive in nature about products, services or
ideas by identified sponsors through the various media.
Advertising an important tool of communication is use to promote commercial goods and
services, it can also be used to inform, educate and motivate the public about noncommercial issues such as AIDS, Don't drink and drive, Polio, Save water, electricity,
animals and trees etc. For a message to be effective keep it short, simple, crisp and easy to
absorb. It is essential to translate the products/services offer into meaningful customer
benefit by advertising and to build awareness and generate response.

Thus, concluding by the famous words of Bruce Barton (1955), "Advertising is of the very
essence of democracy. An election goes on every minute of the business day across the
counters of hundreds of thousands of stores and shops where the customers state their
preferences and determine which manufacturer and which product shall be the leader today,
and which shall lead tomorrow.

94

MODELS OF ADVERTISING COMMUNICATION

1. AIDA

95

2. DAGMAR MODEL
DAGMAR is Defining Advertising Goals for Measures Advertising Results. It is basically
an approach to advertising planning and a precise method for selecting and quantifying goals
and for using those goals to measure performance.
An advertising objective involves a communication task, intended to create awareness,
impart information, develop attitudes or induce action. In the DAGMAR approach, the
communication task is based on a specific model of the communication process, as shown
below.

Communication Process in DAGMAR Approach

96

The model suggests that before the acceptance of a product by an individual, there is a series
of mental steps which the individual goes through. At some point of time, the individual will
be unaware of the product or offer in the market. The initial communication task of the
advertising activity is to increase consumer awareness of the product or offer.
The second step of the communication process is comprehension of the product or offer and
involves the target audience learning something about the product or offer. What are its
specific characteristics and appeals, including associated imagery and feelings? In what way
does it differ from its Competitors? Whom is it supposed to benefit?
The third step is the attitude (or conviction) step and intervenes between comprenension and
final action. The action phase involves some overt move on the part of the buyer such as
trying a brand for the first time, visiting a showroom, or requesting information.
The whole communication process is a bit more complex. And under different
circumstances, it may differ slightly, but the basic concept revolves around what is
mentioned in the paragraphs above. The DAGMAR approach emphasizes the
communication task of advertising. The second important concept of the approach is that the
advertising goal be specific. It should be a written, measurable task involving a starting
point, a defined audience, and a fixed time period.

3. MASLOWS HEIRARCHY MODEL

97

Physiological needs are to do with the maintenance of the human body. If we are
unwell, then little else matters until we recover.

Safety needs are about putting a roof over our heads and keeping us from harm. If
we are rich, strong and powerful, or have good friends, we can make ourselves safe.

Belonging needs introduce our tribal nature. If we are helpful and kind to others they
will want us as friends.

Esteem needs are for a higher position within a group. If people respect us, we have
greater power.

Self-actualization needs are to 'become what we are capable of becoming', which

would our greatest achievement.
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ADVERTISING CREATIVITY
Advertisingthe activity of attracting public attention to product or business (writing and designing
advertisement.)
Creativity- characterized by originality; expressiveness; imaginative; ability to create.
Elements of creativity
Imagination
Inventiveness
Inspiration
ELEMENTS OF PRINT ADVERTISING

Headline+ copy

Headline+ copy

Illustrations
Illustrations

Identification + slogan
Identification + slogan

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SLOGAN:

Catch phrase or small group of words that are combined in a special way to represent
a product or company.

Creates a distinct image for the company, its products, or its corporate mission.

COPY:
Copy is the selling message in a written advertisement.

Expands on the information in the headline or the product shown in an illustration.

Should stress the benefits and features of the product advertised.

Good Advertising Copy Should

Be simple and direct

Appeal to the senses

Explain the who, what, where, when, why, and how of the product

Provide a call to action

ILLUSTRATIONS:

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Usually a photograph, drawing, clip art, graph or chart

Primary function is to attract attention

Should show the product or how the product works

Should tie into the headline and/or copy

IDENTIFICATION:
Distinctive symbol associated with a business

Name of business

Logo

Slogan

HEADLINES:
Headlines: get the readers attention, arouse interest by providing a benefit, and lead
to the rest of the ad
Effective headlines select an audience
Headlines should be contained to seven words or less
Usually set in larger type apart from the rest of the ad

101

Must have a clear focus or main idea

An Ad agency is a service provider that works for clients to create an effective and goaloriented advertising campaign aimed at representing the company positively in the eyes of
its target audiences or customers.
Ad Agencies are outside companies that provide for the marketing and advertising needs of
other business and organization. Advertising agencies offer a full range of advertising
services and advice based on market studies and advanced sales techniques.

Ad agency Functions: advertise their products, brands and services to present customers:

For planning and creating an effective advertising campaign.

To take over the process of brand building, pushing sales through other promotional
techniques like sales promotion etc.

PUBLIC RELATIONS
(24206)

The Objective of the subject is to develop the students so that they should be able to define
PR and its function, differentiate between PR & Corporate Communication by applying
tools and techniques for handling public and corporate relations.

102

Public Relation is the relation of an organization with its public. An organization is any
commercial or non-commercial organization. Two types of public related to organization are
Internal and external. Internal public are those which are directly connected to an
organization and external public are those which are indirectly related to an organization. A
company should maintain public relations for the positive image, understanding and
goodwill of an organization. Thomas Jeffeson, third president of U.S used the term P.R first
time in his speech in 1807. In simple terms P.R is an attempt through information,
persuasion, adjustment and contacts to seek support for some activity cause, movements,
institution, product or services. PRSI is the national association of P.R practitioners which
was established in 1958 to promote the recognition of P.R as a profession.

DEFINITIONS OF PUBLIC RELATIONS

Public Relations is the deliberate, planned and sustained effort to establish and
maintain mutual understanding between on organization and its publics.
NEED FOR PUBLIC RELATIONS
Investing on Public relations will help the organization to achieve its objective
effectively and smoothly. Public Relations is not creating good image for a bad team. Since
false image cannot be sustained for a long time. Though the organization product or services
are good it need an effective Public Relations campaign for attracting, motivating the public
to the product or service or towards the purpose of the programme. It is not only
encouraging the involvement from the public and also resulting in better image.
Effective Public Relations can create and build up the image of an individual or an
organization or a nation. At the time of adverse publicity or when the organization is under
crisis an effective Public Relations can remove the "misunderstanding" and can create
mutual understanding between the organization and the public.
103

FUNCTIONS OF PUBLIC RELATIONS

Public Relations is establishing the relationship among the two groups

(organisation and public).

Art or Science of developing reciprocal understanding and goodwill.

It analyses the public perception & attitude, identifies the organisation policy with
public interest and then executes the programmes for communication with the
public.

Scope
The scope of public relation is wide and also include political filed. Entrepreneurs, teachers,
political leaders, social workers, religions, leaders are all involved in public relations day in
and
We

day
find

regular

conflicts

between

out.

employer-employee

consumer-manufacturer,

management-shareholders, citizens-government and so on due to misconception and

misunderstandings. These are generally the major challenges where public relation
practitioners can play a crucial role. They should get to know the psychology of the public
mind and acquire skill in solving and also avoiding such conflicts. The relations activity is
becoming more and more important for the procurement of economically essential
production factors. It makes it easier to tap the money-market or financing their projects by
issuing

bonds

or

shares.

PRSI is the national association of P.R practitioners which was established in 1958 to
promote the recognition of P.R as a profession. Every P>R professional must follow these
code to maintain dignity if the profession and high standards in the work environment.
Propaganda
Propaganda is the manipulation of symbols to transmit accepted attitudes and
skills. It describes political application of publicity and advertising, also on a large scale, to
the end of selling an idea cause or candidate or all three.
104

PUBLIC REATIONS VS PUBLICITY

The goal of PR and publicity is similar and that is to attract the attention of media towards
the products of the company but publicity is just a part of the whole PR exercise that is
undertaken to generate goodwill and credibility for the company in the eyes of the public
(potential customers).
The principle of perception is reality is at work when effective PR exercise is undertaken
and a really good PR strategy can create an aura around a product or person that leads to
amazing success.

Pr
Free placement
Less or no control
A story that runs only once or twice

Advertising
Paid placement
Complete creative control
Your ads will run as often as youre willing

to pay
Credibility because its viewed as a third- Savvy consumers know its an ad, and tend to
party

endorsement be sceptical

No guarantees and it can be time-consuming

A guaranteed date the ad will run and its

PR builds credibility

easy if you have money to spend

Advertising builds visibility

CORPORATE COMMUNICATION
Corporate communication is a way through which a corporation communicated with people
associates with them.
SEVEN POINT FORMULA OF PRESS RELEASE
Title or Headline - The main title of the news always nice headlines easily attracts attention
of media persons.
Date & Place - contains the release date and originating city of the press release.
105

Introduction - Highlight the the importance of the news in this paragraph. Usually contains
three or four lines.
Body - further explanation, statistics, background, or other details relevant to the news. Give
also some quotes from spokespersons.
Boilerplate - generally a short "about" section, providing independent background on the
issuing company, organization, or individual.
Contact Information - name, phone number, email address, mailing address, or other contact
information for the PR or other media relations contact person. Do not write email here.
Ending: ### indicates the end of press release, basically which refers to XXX meaning 30
used to denote end in telegraphic codes used in early years.
MEDIA RELATION
Media Relation means communicating with the media by actively speaking to journalist and
sending out relevant articles or information to the respective publication responding to
media enquiries and providing appropriate information on behalf of an organization. Pr
practitioners practices media relations for 2 purposes.

To send information about his organization and to gather/ collect information that
could be of importance.

They have to identify important members of the media and ensure that they have a
clear understanding of what its organization stands for the efforts it is making to add
value to its customers, employees, communities etc.

PRESS CONFERENCE
It is a formal meeting of media persons with a person in authority. It is organized for the
disclosure of some information or facts. It should be held on the importance of the news

106

which clearly indicates public attention. It is usually attended by the president or higher
authority members in order to give answer to the reporters questions and doubts.
Media tour
Media tours can be defined as tours or visits of major geographical areas for the purpose of
obtaining publicity in media.
2 types of media tours are

Incoming tours

Outgoing tours

RESEARCH IN PR
Public relations research is known to be extremely critical at every step of public relation
work. Impact research in P.R is not a separate subject. It is the very essence of successful P.R
activity.
PUBLIC RELATION CAMPAIGN
It is a series of steps/events/activities. These consist of concerted, single-purpose publicity
programme, usually on a more or less elaborate scale, employing coordinated publicity
through a variety of media, aimed, at a number of targets, but focused on specific objectives.
A campaign objective may be the election of a candidate, the promotion of political cause or
issue, the reaching of a sales goal, or the raising of a quota of funds
Purposes

To achieve various goals/achieve objective

Information of new product and services

To maintain Goodwill

To change the image of organization from negative to positive.

Research information feedback

Major difference between Ad campaign and P.R campaign

107

Advertising Campaign
To sell the product/services (Profit)

P.R Campaign
Image building

Elements of P.R campaign

Goals/objectives

Target group

Framework

Medium of communication

Activities

Conclusion
A company's reputation, or the essence of how it is viewed by all of its publics, is the
leading factor in its ability to achieve success. With this in mind, the battered image of the
corporate world is no small matter. Restoring trust and helping companies to earn a
reputation for credibility will require sound public relations leadership. Indeed, with
corporate integrity central on the minds of average Americans, the role of public relations
today is more critical than ever before.

NEW MEDIA
(24208)
The Objective of the course is to make students describe new media technology for
journalist purpose and online discussion forums keeping in mind cyber laws and create
blogs.

108

New media is a broad term in media studies that emerged in the latter part of the 20th
century that refers to on-demand access to content any time, anywhere, on any digital
device, as well as interactive user feedback, creative participation and community formation
around the media content. Another important promise of new media is the "democratization"
of the creation, publishing, distribution and consumption of media content. Another aspect
of new media is the real-time generation of new, unregulated content.
Most technologies described as "new media" are digital, often having characteristics

COMPUTER NETWORKS:
109

of being manipulated, networkable, dense, compressible, and interactive. Some examples

may be the Internet, websites, computer multimedia, video games etc.
New media does not include television programs, feature films, magazines, books, or paperbased publications unless they contain technologies that enable digital interactivity.
Wikipedia, an online encyclopedia, is an example combining Internet accessible digital text,
images and video with web-links, creative participation of contributors, interactive feedback
of users and formation of a participant community of editors and donors for the benefit of
non-community readers. Facebook is an example of the social media model, in which most
users are also participants.
A computer network, often simply referred to as a network, is a collection of hardware
components and computers interconnected by communication channels that allow sharing of
resources and information. Where at least one process in one device is able to send/receive
data to/from at least one process residing in a remote device, then the two devices are said to
be in a network.
Networks may be classified according to a wide variety of characteristics such as the
medium used to transport the data, communications protocol used, scale, topology, and
organizational scope.
Communications protocols define the rules and data formats for exchanging information in a
computer network, and provide the basis for network programming. Well-known
communications protocols are Ethernet, a hardware and Link Layer standard that is
ubiquitous in local area networks, and the Internet Protocol Suite, which defines a set of
protocols for internetworking, i.e. for data communication between multiple networks, as
well as host-to-host data transfer, and application-specific data transmission formats.
Computer networking is sometimes considered a sub-discipline of electrical engineering,
telecommunications, computer science, information technology etc. since it relies upon the
theoretical and practical application of these disciplines.
Facilitate communications

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Using a network, people can communicate efficiently and easily via email, instant
messaging, chat rooms, telephone, video telephone calls, and video conferencing.
Permit sharing of files, data, and other types of information
In a network environment, authorized users may access data and information stored on other
computers on the network. The capability of providing access to data and information on
shared storage devices is an important feature of many networks.
Share network and computing resources
In a networked environment, each computer on a network may access and use resources
provided by devices on the network, such as printing a document on a shared network
printer; Distributed computing uses computing resources across a network to accomplish
tasks. May be insecure.A computer network may be used by computer hackers to
deploy computer viruses or computer worms on devices connected to the network, or to
prevent these devices from normally accessing the network (denial of service).
May interfere with other technologies
Power line communication strongly disturbs certain forms of radio communication, e.g.,
amateur radio. It may also interfere with last mile access technologies such
as ADSL and VDSL.

May be difficult to set up

A complex computer network may be difficult to set up. It may also be very costly to set up
an effective computer network in a large organization or company.

ISP
An ISP (Internet service provider) is a company that provides individuals and other
companies access to the Internet and other related services such as Web site building and
virtual hosting. An ISP has the equipment and the telecommunication line access required to
have a point-of-presence on the Internet for the geographic area served. The larger ISPs have

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their own high-speed leased lines so that they are less dependent on the telecommunication
providers and can provide better service to their customers.
An ISP is also sometimes referred to as an IAP (Internet access provider). ISP is sometimes
used as an abbreviation for independent service provider to distinguish a service provider
that is an independent, separate company from a telephone company.

WEBSITE
A website, also written as Web site, web site, or simply site, is a set of related web pages
containing content (media) including text, video, music, audio, images, etc. A website is
hosted on at least one web server, accessible via a network such as the Internet or a
private local area network through an Internet address known as a Uniform Resource
Locator. All publicly accessible websites collectively constitute the World Wide Web.
A webpage is a document, typically written in plain text interspersed with formatting
instructions of Hypertext Markup Language (HTML, XHTML). A webpage may incorporate
elements from other websites with suitable markup anchors.
Webpages are accessed and transported with the Hypertext Transfer Protocol (HTTP), which
may optionally employ encryption (HTTP Secure, HTTPS) to provide security and privacy
for the user of the webpage content. The user's application, often a web browser, renders the
page content according to its HTML markup instructions onto a display terminal.
The pages of a website can usually be accessed from a simple Uniform Resource Locator
(URL) called the web address. The URLs of the pages organize them into a hierarchy,
although hyper linking between them conveys the reader's perceived site structure and
guides the reader's navigation of the site which generally includes a home page with most of
the links to the site's web content, and a supplementary about, contact and link page.

Organized by function, a website may be

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a personal website

a commercial website

a government website

A nonprofit organization website.

Type of Website Description

Enabled portal that renders not only its custom CMS but also syndicated
Affiliate Agency content from other content providers for an agreed fee. There are usually
three relationship tiers. Affiliate Agencies
Used to preserve valuable electronic content threatened with extinction. Two
examples are: Internet Archive, which since 1996 has preserved billions of
Archive site

old (and new) web pages; and Google Groups, which in early 2005 was
archiving over 845,000,000 messages posted to Usenetnews/discussion
groups.
A site created specifically to attack visitors computers on their first visit to a

Attack site

website by downloading a file (usually a trojan horse). These websites rely on

unsuspecting users with poor anti-virus protection in their computers.

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Sites generally used to post online diaries which may include discussion
forums (e.g., blogger, Xanga). Many bloggers use blogs like an editorial
Blog (web log)

section of a newspaper to express their ideas on anything ranging from

politics to religion to video games to parenting, along with anything in
between. Some bloggers are professional bloggers and they are paid to blog
about a certain subject, and they are usually found on news sites.
A site with the purpose of creating an experience of a brand online. These

Brand building

sites usually do not sell anything, but focus on building the brand. Brand

site

building sites are most common for low-value, high-volume fast moving
consumer goods (FMCG).

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TELEVISION JOURNALISM & PRODUCTION LAB

(24252)

The Objective of the subject is to prepare a video brief, handling various aspects of TV
production, direction, writing scripts for TV, use sound and light and applying production
and post-production technique effectively to produce a video program.
TO PREPARE A VIDEO BRIEF
A Brief is merely an outline of what you want in terms of a video in which you address the
main points that need to be considered. Although you may consider you havent got time to
write a Brief, just working through the process can save you time and money later. It makes
communicating your requirements to us so much easier.

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Exercises

and

assignments

done:

Idea

generation fiction

and non-fiction

Budget

Floor plan

Lighting plan

Shooting script

Example of Shooting Script of our story My Last Wish:

The studio production will be a Documentary of 15 minutes duration on My Last Wish. The
aim of the Story is to highlight and to show some of the stark realities which still lay
covered.
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SYNOPSIS SAMPLE
SYNOPSIS Of The Last Wish

The last wish, this story tell the truth of our society, where children want rid
From their parents, so they can live their lives easily without any tensions
So, sometimes they send them to old age home and sometime they just leave
them in a alone house.
Its story about a old lady, who want some love, some caring, some affection
from there children in her old age but she just get only LONELINESS
So, her loneliness found a new way to get some love and care
She went to a house and ring the bell, she request for a glass of water from a lady (shift)
and then after that she requested shift to let came her in because she forget her address
She spend a whole day with shift family and next morning she told them
Now, she memorized where she lived.
Shift request her husband to drop her, so she can reach her home easily and comfortab

Gautam (shift husband) accept her wife request,

And after small drive on a signal
aunty said ok please stop the car, my home near this street
Gautam insist her that she can drop in front of her house
but she denied
and after that
Gautam goes straight but he takes a U turn and come back and start following aunty
and after following aunty for sometime he saw that aunty entering in an OLD AGE HOME

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NEW MEDIA LAB

(24208)

The Objective of the subject is to develop students for designing and developing a website
by using search engines effectively.
Exercises and Assignments being done:
Creating and maintaining Blogs
A blog (a portmanteau of the term web log) is a personal journal published on the World
Wide Web consisting of discrete entries ("posts") typically displayed in reverse
chronological order so the most recent post appears first. Blogs are usually the work of a
single individual, occasionally of a small group, and often are themed on a single
subject. Blog can also be used as a verb, meaning to maintain or add content to a blog.
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Learning HTML and Creating a Webpage

What is HTML?

HTML is a language for describing web pages.

HTML stands for Hyper Text Markup Language

HTML is not a programming language, it is a markup language

A markup language is a set of markup tags

HTML uses markup tags to describe web pages

Website:
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A website (also spelled Web site is a collection of related web pages, images, videos or
other digital assets that are addressed relative to a common Uniform Resource Locator
(URL), often consisting of only the domain name (or, in rare cases, the IP address) and the
root path ('/') in an Internet Protocol-based network. A web site is hosted on at least one web
server, accessible via a network such as the Internet or a private local area network.

ADVERTISING PRACTICES
(24301)
The Objective of the subject is to make students describe advertising objectives, the process
from copy to production, design an advertising campaign along with identifying the various
types of advertising budget and various styles of copywriting.
INTEGRATED MARKETING COMMUNICATION
PUBLIC RELATION: - Public relations (PR) are the practice of managing the flow of
information between an organization and its publics. Public relations provide an
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organization or individualexposure to their audiences using topics of public interest and

news items that do not require direct payment. Their aim is often to persuade the public,
investors, partners, employees and other stakeholders to maintain a certain point of view
about the company, its leadership, and products or of political decisions. Common activities
include speaking at conferences, winning industry awards, working with the press, and
employee communication.

SALESMANSHIP:-

Practice of investigating and satisfying customer needs through a

process that is efficient, fair, sincere, mutually beneficial, and aimed at long-term productive
relationship. Paid, non-personal, public communication about causes, goods and services,
ideas, organizations, people, and places, through means such as direct mail, telephone, print,
radio, television, and internet. An integral part of marketing, advertisements are public
notices designed to inform and motivate. Their objective is to change the thinking pattern (or
buying behavior) of the recipient, so that he or she is persuaded to take the action desired by
the advertiser. When aired on radio or television, an advertisement is called a commercial.

PUBLICITY: - Publicity is the deliberate attempt to manage the public's perception of a

subject. The subjects of publicity include people (for example, politicians and performing
artists), goods and services, organizations of all kinds, and works of art or entertainment.
SALES PROMOTION: - Sales promotion is one of the seven aspects of the promotional
mix. (The other six parts of the promotional mix are advertising, personal selling, direct
marketing, publicity/public relations, corporate image and
exhibitions.) Media and non-media marketing communication are employed for a predetermined, limited time to increase consumer demand, stimulate market demand or
improve product availability.

DIRECT MARKETING: - Direct marketing is a sometimes controversial sales method by

which advertisers approach potential customers directly with products or services. The most
common forms of direct marketing are telephone sales, solicited or unsolicited emails,
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catalogs, leaflets, brochures and coupons. Successful direct marketing also involves
compiling and maintaining a large database of personal information about potential
customers and clients. These databases are often sold or shared with other direct marketing
companies.
RURAL MARKETING: - Rural Marketing is defined as any marketing activity in which
one dominant participant is from a rural area. This implies that rural marketing consists of
marketing of inputs (products or services) to the rural as well as marketing of outputs from
the rural markets to other geographical areas.
ADVERTISING AS MARKETING TOOL
PRODUCT MARKETING PROCESS :- Under the marketing concept, the firm must find a
way to discover unfulfilled customer needs and bring to market products that satisfy those
needs. The process of doing so can be modeled in a sequence of steps: the situation is
analyzed to identify opportunities, the strategy is formulated for a value proposition, tactical
decisions are made, the plan is implemented and the results are monitored.

TARGET MARKETING PROCESS :-target marketing is a method to more efficiently reach

your customers. Target marketing is a better use of your most valuable resources, i.e. time
and money, to generate additional revenue. It is as straightforward as that. Now, lets talk
more about how to get there.
Four

ways

to

identify

target

markets

Use these four category areas as you collect information to identify and define your target
market:

Geographics: The location, size of the area, density, and climate zone of your
customers.

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Demographics: The age, gender, income, family composition and size, occupation,
and education of your customers.

Psychographics: The general personality, behavior, life-style, rate of use, repetition

of need, benefits sought, and loyalty characteristics of your customers.

Behaviors: The needs they seek to fulfill, the level of knowledge, information
sources, attitude, use or response to a product of your customers.

MARKETING PLAN: - A marketing plan may be part of an overall business plan. Solid
marketing strategy is the foundation of a well-written marketing plan. While a marketing
plan contains a list of actions, a marketing plan without a sound strategic foundation is of
little use.

ADEVRTISING CAMPAIGN: - An advertising campaign is a series of advertisement

messages that share a single idea and theme which make up an integrated marketing
communication (IMC). Advertising campaigns appear in different media across a specific
time frame.

BUDGETING PROCESS: - budget is a plan that identifies the financial resources required
to achieve programmatic objectives. Once constructed, this plan assists staff and board in
managing the organization both programmatically and financially throughout the year.

KEYS TO A SUCCESSFUL BUDGETING PROCESS

Clearly identify programmatic objectives that are aligned with the mission and strategic
plan.

Determine the financial resources needed and available to achieve program goals.

Involve staff and board members in the process to improve accuracy of information and
commitment to the plan.
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Document! Dont rely on memory. Write down assumptions and formulas. This will be
very important in managing the budget throughout the year.

Customize your process. The steps each organization takes will be somewhat different.

BRANDING :- A brand is the idea or image of a specific product or service that consumers
connect with, by identifying the name, logo, slogan, or design of the company who owns the
idea or image. Branding is when that idea or image is marketed so that it is recognizable by
more and more people, and identified with a certain service or product when there are many
other companies offering the same service or product. Advertising professionals work on
branding not only to build brand recognition, but also to build good reputations and a set of
standards to which the company should strive to maintain or surpass. Branding is an
important part of Internet commerce, as branding allows companies to build their reputations
as well as expand beyond the original product and service, and add to the revenue generated
by the original brand.
BRAND MANAGEMENT :-Brand management is the application of marketing techniques
to a specific product, product line, or brand.
CREATIVE STRATEGY TO DEVELOPMENT
IDEA GENERATION:-The process of creating, developing, and communicating ideas
which are abstract, concrete, or visual. The process includes the process of constructing
through the idea, innovating the concept, developing the process, and bringing the concept
to reality.

PRODUCTION PROCESS OF PRINT COPY

Thumbnails are reduced-size versions of pictures, used to help in recognizing and organizing
them, serving the same role for images as a normal text index does for words.
In a rough draft you get all your ideas on paper and flesh them out. You will add and delete
material several times before you're satisfied that your work is complete and you're ready to
write your final draft.
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STORY BOARD:- Storyboards are graphic organizers in the form of illustrations or images
displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion
graphic or interactive media sequence.

COMPUTER GRAPHIC :-Computer graphics are graphics created using computers and,
more generally, the representation and manipulation of image data by a computer with help
from specialized software and hardware.
ART WORK :- In publishing, printing and advertising, any visual as opposed to textual
material, usually in the context of preparing for printing, including:
MEDIA PLANNING
MEDIA AGENCY :-A media agency (or media shop) is a company which help companies to
communicate with current and potential consumers and/or the general public.[1]These
agencies work with their clients to understand the business issues, their markets and their
consumers. It then identifies the consumer insights, which can help to devise a channelneutral communication strategy which really connects with those consumers; using channels
ranging from public relations (PR), events and sponsorship to advertising, interactive
advertising, word of mouth and direct mail; to build a genuinely integrated campaign.
CIRCULATION :-A newspaper's circulation is the number of copies it distributes on an
average day. Circulation is one of the principal factors used to set advertising rates.
Circulation is not always the same as copies sold, often called paid circulation, since some
newspapers are distributed without cost to the reader. Readership figures are usually higher
than circulation figures because of the assumption that a typical copy of the newspaper is
read by more than one person.

TRP :- The Television rating point is an audience measurement criterion of rating points that
indicates the popularity of a television channel or programme. The TRP measure helps
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advertisers decide which TV channels and programmes to place their advertising in.The TRP
is a measure of the purchased points representing an estimate of the component of the target
audience within the gross audience. Similar to the gross rating point, it is measured as the
sum of ratings achieved by a specific media vehicle (e.g. TV channel or programme) of the
target audience reached by an advertisement. For example, if an advertisement appears more
than once, reaching the entire gross audience also, the TRP figure is the sum of each
individual GRP, multiplied by the estimated target audience in the gross audience.

EVENT MANAGEMENT: PRINCIPLES & METHODOLOGY

(24303)
The Objective of the subject is to make students to enumerate the event management and its
functions, different steps involved in planning an event, steps involved in evaluation and
assessment of an event and the revenue generating process for an event.

EVENT

MANAGEMENT
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PROCEDURES

Event managers must ensure that event management procedures cover a full range of
emergencies including major injury or illness of players or spectators, fire, bomb threat,
crowd disturbances and climatic conditions such as lightning, torrential rain, flooding, etc.
Event manage procedures should also assist event personnel to effectively do their job.
Although the most important procedures will be about safety, there should be other
procedures that lessen risks to the event profitability and the organisation's reputation. These
procedures might include:

Cash management

Food serving and hygiene

Waste collection

Marshaling of competitors

Restriction of access to certain areas

Arrival and greeting of visiting dignitaries

Loudspeaker announcements during the event

Giveaways of merchandising or free food and drink

Raffles and fundraising

EVENT MANAGEMENT
Event management, in short, is the creation, development and management of any kind of
event. It is a broad term that can refer to anything from organizing the launch of a new
product, to planning a symposium, to promoting a big music concert. The industry now
includes events of all sizes from the Olympics down to a breakfast meeting for business
people. Many industries, charitable organizations, and interest groups will hold events of
some size in order to market themselves, build business relationships, raise money or
celebrate. Event is a communication and marketing tool as well. Events can make
communication easier and interesting and it has the power to generate the money also.
NEED OF EVENTS
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Launch of new product

Highlighting added features of product

Creating and maintaining brand image

Helped in avoidance of clutter

Enabling interactive mode of communication

Helps in relationship building and P.R activities

Generating instant publicity

Creating opportunities for better deals with different media

TYPES OF EVENTS

There are almost countless number of events describing the diversity of event
planning. Events can be classified into four broad categories based on their purpose
and objective:

Leisure events e.g. leisure sport, music, recreation.

Cultural events e.g. ceremonial, religious, art, heritage, and folklore.

Personal events e.g. weddings, birthdays, anniversaries.

Organizational events e.g. commercial, political, charitable, sales, product launch,

expo

Corporate Events

EVENT PLANNNING
Event planning is the process of planning a festival, ceremony, competition, party, or
convention. Event planning includes budgeting, establishing dates and alternate dates,
selecting and reserving the event site, acquiring permits, and coordinating transportation and
parking.
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PLANNING PROCESS
Organizational structure of an event management company

HUMAN RESOURCE MANAGEMENT

The management of human resources in an organization is a most important issue.

Organisations are successful when they have the right people, doing the right things.
However, this goal is anything but simple. Organizations, large and small, struggle to find
volunteers, keep people on the committee, and deal with the conflict that often arises within
the ranks of organization personnel.
FUNDRAISING
Fund raising is the process of soliciting and gathering contributions as money or
other resources, by requesting donations from individuals, businesses, charitable
foundations, or governmental agencies (see also crowd funding). Although fundraising
typically refers to efforts to gather money for non-profit organizations, it is sometimes used
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to refer to the identification and solicitation of investors or other sources of capital for forprofit enterprises. Traditionally, fundraising consisted mostly of asking for donations on the
street or at people's doors, and this is experiencing very strong growth in the form of face-toface fundraising, but new forms of fundraising such as online fundraising have emerged in
recent years, though these are often based on older methods such as grassroots fundraising.
SPONSORSHIP
Sponsorship is a partnership between a corporation and a rights-holder or property e.g.,
Sports event, entertainment event , athlete/ celebrity/ musician, product placement and brand
integration , naming rights for buildings , promotion etc.
In other words, sponsorship is when a business provides funds, resources or services to a
club, in return for some form of rights and / or association with the clues that may be used to
help the business commercially . This could be in the form of a logo on a football, signs at
an oval or free advertising in the letter.
Types of Sponsorship
There are five types of sponsorship
1) Event sponsorship
2) Title sponsorship
3) Activity sponsorship
4) Media sponsorship
5) Facility sponsorship

ACCOUNTING
Accounting is an activity in which money transactions are recorded, summarized and
analyzed so as to produce information for a variety of purposes.
These purposes include but not limited to:
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Making decisions of a financial nature

Tracking and keeping control of the movement of money

Working out how best to accumulate more wealth

Providing information to the Taxation Office

CONDUCTING AN EVENT RISK AUDIT

Conducting a risk audit is an essential component of developing an event management plan.

A risk audit involves identifying and assessing all risks so that a plan can be put in place to
deal with any occurrence of any undesirable event which causes harm to people or detriment
to the organization.

A risk audit involves:

checking the proposed venue for possible hazards,

observing other similar events to see how participants are likely to interact with the
event environment

reviewing event management systems, policies and procedures and ensuring they are
up to date

interviewing event personnel to check whether they have received appropriate

training

MARKET RESEARCH IN EVENT PLANNING

Market Research

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Before organizing an event, find out whether there is a market (i.e. audience) for your
intended event or not. For e.g. you want to organize a fashion show in Oman. If people there
have little or no interest in fashion shows, then it is not a good idea to organize such event
there. The event will fail for sure.
Market Analysis
If there is a market for your intended event, then do market analysis. Market Analysis means
finding information about your target audience. Find out who are your target audience i.e.
there age group, sex, qualification, profession, knowledge level, income, status, likings,
disliking, personality, customs, traditions, religion, lifestyle etc.
Knowing your target audience's customs, traditions and religion is very important so that we
dont hurt there customs and religion unknowingly through our event. For e.g. if you
organize a Hindu wedding and serve beef there, then u will be in mortal danger as cow is
considered as a sacred animal in Hindu religion. Similarly serving pork in a Muslim function
can bring havoc. Find out where majority of your target audience live so that you can direct
your marketing efforts towards them.
There is no point in advertising across US if your target audience belongs only to New
Jersey. In this way you can cut down your advertising and marketing cost tremendously.
Find out what are the desires and expectations of target audience from your intended event.
Find out when (i.e. date and time) and where (i.e. venue) they want the intended event to
take place .

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For this you will have to do survey. All this information will help you in developing a better
event plan.
Competitors' Analysis
It means finding information about your competitors. Find out who are your competitors .i.e.
their age, sex, qualifications, knowledge level, experience in organizing events, turnover,
market value, PR (media and corporate contacts) and market share.
Find out how they promote and execute there events. What they do in there events? Why
people come to there events? For this you will have to attend each and every event organized
by your competitors and then create an event report. The event report will contain things like

- seating and light arrangements

- promotional materials used

- blueprint of the whole venue

- program and food menu

- contact details of sponsors, partners, clients (for whom the event is organized)

- service providers like DJs, Anchors, Make up artist, Performers, photographers,

videographers, decorator, florist etc.

Find out as much information as possible about events organized by your competitors.
SWOT Analysis
In SWOT Analysis:
'S' stands for Strengths
'W' stands for Weaknesses
'O' stands for Opportunities
'T' stands for Threats

Event Evaluation

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STEPS INVOLVED IN WRITING EVALUATION OF THE EVENT

Event evaluation is necessary to make you and your team more efficient and effective, the
next time you organize an event. It is all about finding your mistakes and learning from
them.
Event evaluation should be done immediately after the event is over or the next day.
Conduct a meeting with your team members to evaluate your event.
Step 1: Determine the extent to which event and advertising objectives have been achieved.
If you are not able to achieve your event and advertising objectives through your event, then
no matter how much people enjoyed the event or how much popularity your event got, it is a
complete failure on a commercial level.
Step

2:

Get

feedback

from

your

clients

and

target

audience.

One good way of getting feedback is through feedback form. To make sure that your clients
give you feedback, make the feedback form part of your Exit pass form. The exit pass form
is required to get exit pass for security clearance, to remove exhibits from the facility.
To get feedback from target audience/ guests, make feedback form part of your gift voucher.
A guest can redeem the gift voucher only when he/she fills the feedback form and give it
back to an attendant. These tactics are required to get feedback, as people are generally
reluctant to give any feedback in writing.

134

MEDIA RESEARCH
(24305)

135

The Objective of the subject is to make students able to explain the process of media
research, conduct media research by making use of any of the research methods followed by
writing report after analysis and interpretation of data.
DEFINITION
It is a systematic and scientific to gain certain knowledge.
TYPES

Analytic vs Descriptive

Quantitative vs qualitative

EmpericalvsConceptualisation

Applied vs Fundamental.

Meaning of Research Design After deciding the basic aspects of research project (i.e. formulating research problem,
objectives of research, data requirement, sample design, etc) and before the commencement
of work of research project, the researcher has to prepare research design. It is a major step
in

the

research

Research Approaches

136

process/procedure.

QUANTITATIVE RESEARCH
Quantitative research is generally associated with the positivist/postpositivist paradigm. It
usually involves collecting and converting data into numerical form so that statistical
calculations can be made and conclusions drawn.

QUALITATIVE RESEARCH
Qualitative research is the approach usually associated with the social constructivist
paradigm which emphasises the socially constructed nature of reality. It is about recording,
analysing and attempting to uncover the deeper meaning and significance of human
behaviour and experience, including contradictory beliefs, behaviours and emotions.
Researchers are interested in gaining a rich and complex understanding of peoples
experience and not in obtaining information which can be generalized to other larger groups.

METHODS OF DATA COLLECTION

There are many methods of collecting primary data and the main methods include:

questionnaires

interviews
137

focus group interviews

observation

case-studies

SURVEYS
Survey is a reaserach method that is used top get information about certain groups of people
who are representative of some larger group of people.
Kinds of surveys

Descriptive Surveys

Analytical Surveys

\
Characterstics of good questions for surveys

Question should be clear and not ambiguous.

It should be short and the to the point.

It should ask only one piece of information per question.

It should avoid bias.

It should not embarras respondents

REPORT WRITING

Interpretation and Report Writing

Meaning of Interpretation
138

It is an effort to establish continuity in research through linking the results of a given study
and the establishment of some explanatory concepts.

Layout of the research report

Preliminary Pages

Main Text

End matter.

Types of Report

Technical Report

Popular Report

Precautions for writing Research reports

While determing the length of the report one should keep in view the fact that it
should be long enough to cover the suject but short enough to maintain interest.

It should be such as to sustain readers interest.

The report hsould be free from grammatical mistakes.

The report must present the logical analysis of the subject matter.

Report must be attractive in appearance, neat and cle

ENVIRONMENT COMMUNICATION
139

(24307)
The Objective of the subject is to make students sensitized to the environmental issues so as
to enable them to include these issues in their media productions.
Today everybody talks of environment, but only a few have clear ideas about what needs to
be done and still fewer have the actual experience or expertise in the field. Unfortunately,
environmental awareness campaigns have very often been exploited for political propaganda
rather than being an integral part of our educational programmes in theory and practice.
Environment is very wrongly taken as a fashion by all walks of life, hardly realizing
that it is our real-life-situation and our sustenance and security are at stake. What is the
use of a beautiful house if you dont have a decent planet to put it on? Even if we begin
today, the restoration is expected in the next 40-50 years.
The complex link between human activities and the loss of biodiversity is rapidly coming to
light. Loss of habitats and poaching of wildlife is more obvious now a day. But more
complex and unsuspected links are being thrown up as scientists go deeper into the subject.
The recent rapid decline of species of vultures in South Asia could be result of a veterinary
drug give to cattle which is eventually passed on to vultures when they feed one of the
carcasses of these animals. The study therefore requires number of disciplines to establish
this relationship.
Similarly, while atmospheric science and chemistry may seem distantly related subjects, it
was the study of CFCs and their impact on ozone that finally led to an understanding of the
ozone hole and the Montreal Protocol (a commitment by governments to phase out the use
of CFCs), which has been one of the success stories of a global response to a global
problem.
INTROUCTION:
Environment is sum total of water, air and land, inter-relationships among themselves and
also with the human beings, other living organisms and property. In order to study
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environment 8one needs knowledge inputs from various disciplines The past three decades
have witnessed a growing awareness of the effects of human activity upon our earths
resources and during this period environmental study has emerged as a multi-disciplinary
field of study to examine the interaction of the people and their environments.

Environmental Science and Chemistry

Environmental Science and Biology:

Environment and Economics

Cultural Environment

Population and Environment

SCOPE
In short scope of environmental studies is broad based and it encompasses a large number of
areas and aspects, broadly listed below:
Natural Resources- their conservation and management
Ecology and biodiversity
Environmental pollution and control
Social issues in relation to development and environment
Human population and environment
IMPORTANCE
There is a proverb If you plan for one year, plant rice, if you plan for 10 years, plant trees
and if you plan for 100 years, educate people. If we wish to manage our planet earth, we
have to make all the persons environmentally educated
To safeguard the healthful environment that is essential to life, humans must learn that Earth
does not have infinite resources. Earths limited resources must be conserved and, where
possible, reused. Furthermore, humans must devise new strategies that mesh environmental
progress with economic growth. The future growth of developing nations depends upon the
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development of sustainable conservation methods that protect the environment while also
meeting the basic needs of citizens. Environmental studies are very important but most
neglected body of knowledge. An environmental study is the subject in which we examine
important issues relating to environment as they affect our lives. It is an exploratory
description of issues. Each issue can be probed more deeply.

NEED FOR AWARENESS:

Everybody should know what is happening around them. Awareness regarding the state of
environment is must for every human being living on this planet. Already world is
surrounded by several environmental problems, the effect of which is directly felt by its
inhabitants. Nobody can escape the wrath if fallen, may it be the people of developing
countries or these from the developed ones.
In fact, almost all nations of world have geared up in creating awareness in their people. The
media is playing a leading role in this process. Several means are being employed to educate
the masses. Various advertisements, documentaries, feature films etc. are being made to be
telecasted on the video media. Newspapers and other magazines are publishing out of lot of
articles on this subject.
NATURAL RESOURCES
A natural resource is defined as a form of energy and/or matter which is essential for the functioning of
organisms, populations and ecosystems.
Classification of natural resources:
According to Odum (1971), natural resources can be divided into two categories such as (1)
renewable and (2) Nonrenewable resources.
1. Renewable resources:
The resources that can be replenished through rapid natural cycles are known as renewable
resource. These resources are able to increase their abundance through reproduction and
utilization of simple substances. Examples of renewable resources are plants, (crops and
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forests),and animals who are being replaced from time to time because they have the power
of reproducing and maintain life cycles.
2. Non-Renewable Resources:
The resources that cannot be replenished through natural processes are known as nonrenewable resources. These are available in limited amounts, which cannot be increased.
These resources include fossil fuels (petrol, coal etc.), metals (iron, copper, gold, silver, lead,
zinc etc.), minerals and salts (carbonates, phosphates, nitrates etc.). Once a non-renewable
resource is consumed, it is gone forever. Then we have to find a substitute for it or do
without it
Some authors prefer to classify resources into biotic and abiotic resources:

Biotic resources: These are living resources (e.g. forest, agriculture, fish and wild life)
that are able to reproduce or replace them and to increase.

Abiotic resources: These are non-living resources (e.g. petrol, land, minerals etc.) that
are not able to replace themselves or do so at such a slow rate that they are not useful
to consider them in terms of the human life times.

Natural resources can be classified as a) inexhaustible and b) exhaustible resources.

Inexhaustible resources: The resources which are not changed or exhausted by mans
activities and are abundantly available for ever are said to be inexhaustible.
Examples are solar energy, atomic energy, wind power, power from tides etc.

Exhaustible resources: These resources are limited in nature and they are nonmaintainable e.g. coal, petrol and some minerals etc. Hence, they come under nonrenewable category.

ECOSYSTEM
Ecosystem is defined as any unique that includes all organisms in a given area interacting
with the physical environment so that there is a flow of energy which give rise to clearly
defined tropic structure biotic diversity and material cycling within the system. (1971)
Ecology deals with the study of organisms in their natural home interaction with their
surroundings.
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Components of ecosystem
Abiotic Substances
It includes air water soil basic elements and compounds. Abiotic substances can be further
divided into 3 categories:

Physical factors: - such as temperature, humidity, precipitation and light etc.

Inorganic substances: - water, carbon, nitrogen etc.

Organic substances: - proteins, carbohydrates, fats and humid substances.

Biotic Substances

Biotic components can be divided into 2 parts

Autotrophs (Producers): - Auto means self and trophs means nutrition. Self-food producing
organisms are called as autotrophs and they depend upon solar energy and raw material
which they get from soils. The second name of autotrophs is producers.
Heterotrophs (Consumers): - Hetro means other and trophs means nutrition. These are the
organisms that cannot utilize sunlight directly because they dont have chlorophyll so they
depend on plants and their product for nutrition.
Decomposers: These are most important group of organisms in the ecosystem. Plants and
animals take birth, grow in size, mature, and reproduce, then after old age they die. These
decomposers decompose the dead bodies. In absence of decomposers the earth will be
packed only with dead bodies.
Major ecosystem include

Forest ecosystem- includes tropical rain forests, tropical deciduous forests, tropical
scrub forests, temperate rain forests, temperate deciduous forests, evergreen
coniferous forests.

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Grassland ecosystems- include tropical grasslands, temperate grasslands, and polar

grasslands.

Desert Ecosystems- include tropical deserts, temperate deserts, cold deserts etc.

Aquatic ecosystem- include pond ecosystem, lake ecosystem, steams, oceans,

estuary- a partially enclosed coastal area at the mouth of a river where fresh water
and salty seawater meet.

Biodiversity
Biodiversity refers to the variety and variability among all groups of living organisms and
the ecosystem complexes in which they occur.
In the Conservation of Biological diversity (1992) biodiversity has been defined as the
variability among living organisms from all sources including inter alia, terrestrial, marine
and other aquatic ecosystems and the ecological complexes of which they are a part.
Biodiversity is at three levels Genetic Diversity, Species Diversity and Ecosystem Diversity.

CONSERVATION OF BIODIVERSITY
The enormous value of biodiversity due to their genetic, commercial, medical, aesthetic,
ecological and optional importance emphasizes the need to conserve biodiversity. Gradually
we are realizing that wildlife is not just a game to be hunted, rather it is a gift of nature to
be nurtured and enjoyed. There are two approaches to biodiversity conservation:

In situ conservation (within habitat) : This is achieved by protection of wild flora and
fauna in nature itself e.g. Biosphere Reserves, National Parks, Sanctuaries, Reserve
Forests etc.

b) Ex situ conservation (outside habitats): This is done by establishment

of gene banks, seed banks, zoos, botanical gardens, culture collection etc.

DISASTER MANAGEMENT:
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Geological processes like earthquakes, volcanoes, floods and landslides are normal natural
events which have resulted in the formation of the earth that we have today. They are
however disastrous in their impact when they affect human settlements. Human societies
have witnessed a large number of such natural hazards in different parts of the world and
have tried to learn to control these processes to some extent.
Following care should be taken as set of measures for Disaster Management:
1. Damage of property and life can be prevented by constructing earth-quake resistant
buildings in the earthquake prone zones. Wooden houses are preferred in earthquake prone
areas as in Japan.
2. To check the flood, efforts need to be made to restore wetlands, replace ground cover on
water-courses, build check-dams on small streams, move buildings off the flood plains etc.
Flood plains should be used for wildlife habitat, parks, recreational areas etc.
3. These landslides should be masked by many other exerting factors like earthquakes,
vibrations, disturbances in resistant rock overlying rock of low resistance etc. These
landslides could be minimized by stabilizing the slope by draining the surface and surface
water, providing slope support like gabions (Wired stone blocks) and concrete support at the
base of a slope.

4. It is difficult to stop the recurrence of cyclones. Some long term defence measures can
help to protect us from devastation. Such measures include planting of more trees on the
coastal belt, construction of dams, embarkments, storm shelter, wind breaks, proper drainage
and wide roads for quick evacuation etc.

Following are the practical hints for an individual to prevent pollution:

Reduce your dependency on fossil fuel especially coal or oil

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Save electricity by not washing it when not required because electricity saved electricity
generated without polluting the environment.
Adopt and popularize renewable energy sources.
Improve energy efficiency. This will reduce the amount of waste energy
Promote reuse and recycling whatever possible and reduce the production of wastes.
Use mass transport system. For short visits use bicycle or go on foot.
Decrease the use of automobiles.
Use pesticides only when absolutely necessary that too in right amounts.
Use rechargeable batteries, it will reduce metal pollution.
Use less hazardous chemicals wherever possible.
The solid waste generated during one manufacturing process can be used as a raw material
for some other processes.
Do not put pesticides, paints, solvents, oils or other harmful chemicals into the drain or
ground water.
Use only the minimum and required quantity of water for various activities
When building a home save (dont cut) trees.
Plant more trees as trees can absorb many toxic gases and can purify the air.
Check population growth so that demand of materials is under controls.

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FUNCTIONAL EXPOSURE REPORT

(24309)

The Objective of the subject is to train the students with the working criteria and conditions
in Electronic Media/ Advertising/ Public Relations.
Being a student of BJ (MC) and as a part of our course curriculum, I, PRIYA MITTAL had
undergone summer internship in SAHAR SAMAY a NEWS CHANNEL during a period
of 5 weeks i.e. from 1st june 2012 to 15thJuly 2012
My internship had transformed as a good learning experience to my professional skill set.
My training program mainly includes media calling, media mapping, media invites, events.
Fact files though my internship last only for 60 days but the exposure and the experience
being inculcated by the professionally managed media like Ink Drop Media & PR was
above my expectations.
I sincerely convey my best wishes and a sincere thanks to GGSIPU for giving me support
and making me competitive enough to face and win challenges that a fresher faces while
foray into exposure area.

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ADVERTISING LAB
(24351)
The Objective of the subject is to enhance the students learning for planning, designing and
develop Ad campaigns
The main of this practical was that on completion of the programme students should be able
to plan, design and develop Ad campaigns
In the advertising lab we did following assignment
Analyze print ads
In this assignment we analyze 5 print ads on the basis of Appeal, Brand, Tagline, Visuals,
and Color
Critically analyze print ads
In this assignment we did critical analyses between the following

Two FMCG product advertisements

Two Consumer product advertisements

Service sector product advertisements

Making of Display ad
In this assignment we made a Display advertisement with the use of soft wares like
Photoshop, CorelDraw etc.
Classified ad
In this assignment we made a Classified advertisement with the use of soft wares like
Photoshop, CorelDraw etc.
Display classified ad
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In this assignment we made a Display Classified advertisement with the use of soft wares
like Photoshop, CorelDraw etc.
Making of Television commercial and Radio spot
In this assignment we prepared a script for television advertisement and prepared a radio
jingle.

Ad campaign
In this assignment we all made an ad campaign of our choice in the group of 4 people with
our skill. We made are campaign on 4g services.

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EVENT MANAGEMENT LAB

(24353)
The Objective of the subject is to develop the students for preparing an event brief, plan,
organize an event or exhibition, develop relevant print and display material, minute-tominute programme and crisis management plan.
EVENT MANAGEMENT

Event management is the application of project management to the creation and

development of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the technical
aspects before actually executing the modalities of the proposed event. Post-event analysis
and ensuring a return on investment have become significant drivers for the event industry.
Event companies

Percept

Cineyug entertainment

E-factor

Fountainhead

Cigma events

At the end of the semester we all have organizeda Seminar on Topic Journalism is an
Applicable or Theoretical approach.
I worked as the head of Anchoring committee and also gave a presentation on the subject.

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152

MEDIA RESEARCH LAB

(24355)
The Objective of the subject is to make students write and conduct media research by
applying research techniques in media studies.
Media Research is a Research focusing on the media consumption and product research.
When considering an advertising and/or marketing agency, its a good rule of thumb to
confirm that their service promise is backed by appropriate media, research and management
software and services. Its important to ask if this potential business partner has certain
capabilities in house and specific procedures in placenot simply access to an outsourced
third-party who could in turn make their clients business suffer. A prime example is media;
many agencies claim that they do media, when in actuality they dont.

In this subject it is mandatory for all students to conduct a research. I CHOSE MY TOPIC
AS-REALITY SHOWS ARE REAL OR REEL?
The objective of my research was to know whether reality shows are real or reel?
What people think about these shows?
Are they scripted or real?

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MEDIA ORGANISATION AND MANAGEMENT

(24302)
The Objective of the subject is to make students able to describe the principles, functions of
management, leadership styles, behavioural patterns, structure and functions of media
organizations and importance of revenue generation via various media.

Management is a very popular term and has been used extensively for all types of activities
and mainly for taking charges of different activities in any enterprise. Management, has
therefore, been defined as a process of getting things done with the aim of achieving goals
effectively and efficiently. People in organization are performing diverse tasks but they are
all working towards the same goal. Management aims at guiding their efforts towards
achieving a common objective.
Management functions

Planning

Organizing

Staffing

Directing

Co-Ordinating

Reporting

Budgeting

HUMAN RESOURCE PLANNING

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Human resource planning is a process of striking balance between human resource required
and acquired in an organization. In other words, HRP is a process by which an organization
determines how it should acquire its desired manpower to achieve the organizational goals.

IMPORTANCE OF LEADERSHIP
Leadership is a key factor in making any organization successful. The importance of
leadership can be discussed from the following benefits of the organization.
Leadership influences the behavior of people and makes them to positively contribute
their energies for the benefit of the organization.
A leader maintains personal relations and helps followers in fulfilling their needs. He
provides needed confidence, support and encouragement and thereby creates
congenial work environment.

Leader plays a key role in introducing required changes in to organization. He persuades,

clarifies and inspires people to accept changes whole-heartedly.
Leader provides training to their subordinates. A good leader always

builds up his

successor and helps in smooth succession process.

MOTIVATION
Motivation means incitement or inducement to act or move. In the context of organization, it
means the process of making subordinates to act in a desired manner to achieve certain
organizational goals. Motivation can be either positive or negative. Motivation is an internal
feeling. The urge, drives, aspiration, striving or needs of human being, which are internal,
influence human behavior.
Media organizations: structure and functions
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Media Organization is the foundation upon which the whole structure of Media management
is built. Media Organization is related with developing a frame work where the total work is
divided into manageable components in order to facilitate the achievement of objectives or
goals. Thus, Mediaorganisation is the structure or mechanism (machinery) that enables
living things to work together. In a static sense, a Media organisation is a structure or
machinery manned by group of individuals who are working together towards a common
goal.

IMPORTANCE OF ORGANIZATION
It Facilitated Administration and management: Media Organisation is an important and the
only tool to achieve enterprise goals set b administration and explained by management. A
soundorganisation increases efficiency, avoids delay and duplication of work, increases
managerial efficiency, increases promptness, motivates employees to perform their
responsibility.
It Help in the Growth of Media Enterprise: Good organisation is helpful to the growth,
expansion and diversifications of the enterprise.
It Ensures Optimum Use of Human Resources: Good organisation establishes persons with
different interests, skills, knowledge and viewpoints.egs how many reporters are needed to
cover a particular beat.
It Stimulates Creativity: A sound and well-conceived organisation structure is the source of
creative thinking and initiation of new ideas.
A Tool of Achieving Objectives: Organisation is a vital tool in the hands of the management
for achieving set objectives of the business enterprise.
MEDIA CONGLOMERATE
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A media conglomerate, media group or media institution is a company that owns large
numbers of companies in various mass media such as television, radio, publishing, movies,
and the Internet. Media conglomerates strive for policies that facilitate their control of the
markets across the globe.
According to the 2011 Fortune 500 list, The Walt Disney Company is America's largest
media conglomerate in terms of revenue, with News Corporation, Time Warner, CBS
Corporation and Viacom completing the top 5. Other major players are NBC Universal, and
Sony Corporation of America.
Examples
Some of the most well-known media conglomerates include:
BBC, Discovery Communications, Sun-Times Media Group, Time Warner

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CONTEMPORARY ISSUES
(24304)
The Objective of the subject is to enhance the students learning so that they can contribute to
the society in a positive manner by researching and broadening their horizons of knowledge,
identify, discuss and explain various issues and concerns by differentiating and applying
their knowledge in reforming the society
In this subject we will have the broad study of Indias relation with foreign, Indias major
concern, Indias security concerns and some major global issues. This study is conducted to
gain some knowledge and contribute to the society in a positive manner by researching and
broadening their horizons of knowledge.
The subject is having brief knowledge of
Indias Foreign Policy
Indias relations with its neighbours especially Pakistan, Srilanka, Bangladesh and

Nepal
India and NAM
India and SAARC
India and UN
India and ICTs

India and some major concern like

Rapid Urbanization
Major poverty alleviation programs
Food Self-Sufficiency
Indian Industry: An Overview
Disinvestment and BPOs
Indian Sports Scenario

Security concern

India as a Nuclear Power

Indias Defence
Criminalization of Politics
Naxalism
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Global issues

Terrorism and anti-terror measures

Human Rights Issues
Gender Issues
Consumerism

According to Modelski Foreign policies has been defined as the system of activities evolved
by the communities for changing the behaviour of others state and for adjusting their own
activities to the international environment.

P
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INDIAS RELATION WITH

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PAKISTAN

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Hindus and Muslims were 2 separate nations according to Jinnah and therefore the 2 states
must be constituted as 2 different communities.
This partition has been described as the most unfortunate fact of the international politics.
The circumstances and there consequences made inevitable a certain amount of disharmony
between the 2 new states formed but it is not just disharmony, it is Pakistans hatred for
India that upset Indias desire to live in peace with its neighbour.
The condition became worst when Pakistan fought a war in 1965 and once again in 1971.
India has consistently sought peace, cordial and friendly relation with Pakistan as well as
with all the other countries in the world.
INDIA AND MAJOR CONCERN
RAPID URBANISATION
In 1951, urban population in India was 62 million, which was 17 % of total population but
by 2011 the urban population was 377 million which 31% of the total population is. Large
numbers of young people in India are migrating because
Rural India is saturated
It cannot provide employment opportunities for growing population

MAJOR POVERTY ELEVATION PROGRAMS

The national rural employment guartee scheme (NREGS)
Swaranjyanti gram swarojgaryojna (SGSY)
Swaranjyanti sehari rojgar yojna (SJSRJ)
Urban self employment program (USEP)
Urban women self help program (UWSP)
Skill training for employment promotion amongst urban poor (STEP UP)
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 Urban wage employment program (UWEP)

Indira awaasyojna (IAY)

INDIAN INDUSTRIES
During 1980s there was restricted growth of private sector; despite this the GDP grew at the
rate of 1.4% per annum. Other factors like poverty and natural calamities lowered Indias
economic growth which reduced the productivity. Therefore India during this phase lacked
behind in terms of economic growth.

M IN IN G
IN D U S T
RY
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IN D U S T R
Y

PETROLE
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IN D U S T R
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M a jo r
In d ia n
In d u s trie s

T E X T IL E
IN D U S T R
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FOOD
P R O C E S S IO N IN
G IN D U S T R Y

STE EL
IN D U S T
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C H E M IC
AL
IN D U S T R
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CEM EN
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Whereas most of the world flourished by overseas trade.

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Condition during 1980 to 1990s: in 1994-95 the industrial output growth registered to be
8.4% and the export rose by 27% which resulted in 10% drop in inflation rate in mid1990s.
Condition during 1990s to 2000: during this period India has opened several public sector
enterprises. There was rise of 17% in exports during 1994 and 28% in 1996.

INDIA AS A NUCLEAR POWER

Nuclear power is the 4th largest source of electricity in India and the other3 being thermal
power, hydroelectricity and renewable sources of electricity. As of 2010 India has 20 nuclear
reactors which are operating in 6 nuclear power plants, generating 4780 megawatt
electricity, Whereas 7 other reactors are under construction and are expected to generate
additional 5300 megawatt electricity. By 2032 there is an ambitious plan to reach nuclear
power capacity of about 63000 megawatt. There are two types of nuclear reactions:

Nuclear fission

Nuclear fusion

NUCLEAR POWER PLANTS IN INDIA

Currently 20 nuclear power reactor produce 2780 megawatt energy and the major power
stations are:
Tarapur (maharastra)
Narora
Kalapakkum(tamil nadu)
Kaiga(karnataka)
Kakarapar(gujarat)
Rawatbhatta(rajasthan)
There are 5 projects under construction out of which two are in Tamil nadu, two in
Rajasthan and 1 is in Gujarat.
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NAXALISM
This movement started in 1967 from a village Naxalvadi, in west Bengal. Originally this
movement started as a revolt of farmers and poor people against powerful and rich land
owner or we can say that this movement for poor and landless farmers and labours. As this
movement initiated from Naxalvadi therefore it was named as Naxal movement or Naxalism
and the members of this movement are called Naxalites. Initially it was started as a social
movement but soon it became violent. This group took a name similar to a political party
that is communist party of India (CPI) because they were highly motivated and inspired by
Chinese communist party therefore they declared chairman Mao of china as there chairman
of the party.
Charu Majumdar was the first need of this party and main leaders were KanuSanyal, Hare
Krishna Konger.
Then Naxalites started terrorist activites in different parts of west Bengal priority. They
looked landlord, private bankers and merchant distributed the well to poor farmers and
labours, business man and traders industrialist, were afraid of them. They also robbed guns
and weapons so as to become powerful persons in west Bengal. Therefore central
government of india had to come out to save the state of west Bengal hence they send crpf to
protect the state from violent activities. Soon they became unpopular and after some time in
80s they again became popular and started terrorist activities again.
However not enough is done it needs vigorous effort to control this movement. Large area is
still under naxal threat therefore our central and state government has to work much more to
get rid of this problem.

HUMAN RIGHTS

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The situation of human rights in India is a complex one, as a result of the country's large size
and

tremendous

diversity,

its

status

as

a developing

country and

a sovereign, secular, democratic republic, and its history as a former colonial territory.
The Constitution of India provides for Fundamental rights, which include freedom of
religion. Clauses also provide for Freedom of Speech, as well as separation of executive and
judiciary and freedom of movement within the country and abroad.
According to the United States Library of Congress, although human rights problems do
exist in India, the country is generally not regarded as a human rights concern, unlike other
countries in South Asia. Based on these considerations, the 2010 report of Freedom in the
World by Freedom House gave India a political rights rating of 2, and a civil liberties rating
of 3, earning it the highest possible rating of free.
In its report on human rights in India during 2010, Human Rights Watch stated India had
"significant human rights problems". They identified lack of accountability for security
forces and impunity for abusive policing including "police brutality, extrajudicial killings,
and torture" as major problems.

An independent United Nations expert in 2011 expressed concern that she found human
rights workers and their families who "have been killed, tortured, ill-treated, disappeared,
threatened, arbitrarily arrested and detained, falsely charged and under surveillance because
of their legitimate work in upholding human rights and fundamental freedoms.

CONSUMERISM
Consumerism is economically manifested in the chronic purchasing of new goods and
services with little attention to their true need durability product origin or environmental
consequences of manufacture and disposal.
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Materialism is one of the end results of consumerism.

Consumerism interferes with the normal working of society by replacing normal common
sense desire for adequate supply of life necessity community life a stable and healthy family.
The main objective is the acceleration of discarding the old things or objects either because
of lack of durability desire and change in fashion. Consumerism proves to be an anti-social,
anti-economic and anti-environmental agent. Consumerism sets each person against
themselves in endless quest for attainment of material things.

GLOBAL MEDIA SCENARIO

(24306)
The Objective of the subject is to make the students able to describe the North - South flow
of information, New World Information and Communication Order, contemporary global
media scenario and the influence of global media on India.

The Great North-South Divide:

The north- south divide is a socio-economic and political division that exists between the
wealthy developed countries, known collectively as the north and the poorer developing
countries, known as the south. As nation become economically developed they may become
part of the North regardless the geographical location while any other nation which do not
qualify for the developed status are in effect seemed to be part of the south.
The idea of categorizing countries by their economic and developmental status began during
the cold war with the classification of East and West. Being categorized as part of the north
implies development as opposed to belonging to the south which implies a lack. The north

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becomes synonymous with economic development and industrialization while the south
represents the previously colonized countries which are in need of help.
Domination of transnational news agencies:
Domination or hegemony is exercised by 5 transnational news agencies-AP, AFP, UPI,
Reuters and ITAR-TASS. Nearly 80% of information was disseminated by these agencies.
The statistics provide details of disparities that exists and the domination of north in the field
of information, thus making the countries in the south dependent on them.

TRANSATIONAL NEWS AGENCY

These are the agencies which aimed at serving their people settle in other countries and also
to propogate the policies of the respective countries. They provide news about their culture,
education, trade covering all the important trade of their region in their regional language.
Big four transnational news agencies are:
AFP (Agent France Press)
AP (Associated Press)
UPI (United Press International)
Reuters
Barriers in the flow of information
Communication restrains
Lack of technology so services were quite expensive
Tariffs
Lack of infrastructure
News Pool
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NAM countries had the news pool and PTI was the one who uses collecting news
from news pool.
Due to lack of infrastructure there was information get delayed and did not reach on.
Lack of training
Political constraints

MacBride Commission:
The demand of non-aligned countries for a new international information order in UNESCO
brought tension to a head at the organizations General Conference in 1976, where the
formulation of a declaration on mass media topped the agenda. The International
Commission for the study of communication problems, known as the MacBride
Commission, was appointed to study all manner of problems of communication in the
world. One of its chief tasks was to analyzecommunication problems, in their different
aspects, within the perspective of the establishment of a new international economic order
and the measures to be taken to foster the institution of a new world information order
MacBride commission was chaired by Irish politician, diplomat and Nobel laureate Sean
MacBride. The 16 member commission comprised experts representing world diverse
ideological, political, economic and geographical zones. MacBride commission met 8 times
at UNESCO; headquarter in Paris for facilitating discussions among its members. In
addition it organized four round table discussions in Sweden, Yugoslavia, India and Mexico.

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Recommendations:

The development of third world countries so that they become truly independent and selfreliant and develop their cultural identities.
Tailoring national communication policies to suit the conditions in the country
Building Infrastructure
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 Equitable distribution of common global communication resources

Better International news gathering and better conditions for journalist
The commission recommendations ethical rules for the practice of journalism
Improved journalism education
Multiple news sources
Democratization of communication
Abolition of censorship
Editorial independence
Limits on media concentration and monopolization
Attention to the communication of women, children and minorities
Facilitation of horizontal communication
Furtherance of international cooperation
Effectuate previous proposal through international cooperation
Support of regional fora and collaboration projects
An interaction center for research and planning of information and communication.

EMERGENCE OF GLOBAL VILLAGE OF MEDIA

The term first coined by Marshall McLuhan in 1960. A key element in McLuhan historical
overview of communication is that electric information is moving at the speed of light
creates new patterns of communication and social interaction.
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He describes this as An instant implosion that reverses the specialism of the literary age
and contracted the globe to a village in which everybody lives in the utmost proximity
created by electric involvement in one anothers lives (McLuhan.1964)
Electricity bringing information instantaneously from the four corners of the planet invests
distant events with a personal dimension. Though, they are occurring in ones own
community. Communities across the globe become entwine in anothers affairs. Electrically
based media transform the role of individual society. A social grid of highly independent
individuals gives way to tribal pattern of intense involvement with one another and a return
to element of the oral traditions. The command over space reduces the entire globe to the
dimensions of a village a Globe Village.

DEMOCRATIZATION OF COMMUNICATION
Democratization can be defined as the process whereby: (a) the individual becomes an
active partner and not a mere object of communication; (b) the variety of messages
exchanged increases; and (c) the extent and quality of social representation or participation
in communication is augmented.
Communication, necessarily, reflects the nature of the society in which it operates-a society
that may well be in egalitarian and undemocratic. Thus, inequalities in wealth distribution
inevitably create disparities between those who are well-served and those who are deprived
in communication.
An important political factor, which can co-exist with formally, democratic institution is a
rigid, centralized and bureaucratic system of administration tends to shape a communication
system with the same defects. The modernization of communication technologies makes
popular control or vital, but also more difficult. The development of large scale information
system data banks leads to amassing huge amount of data of essential importance in
scientific, economic and political spheres.

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Diversity and choice in the context of communication are an obvious requirement in any
democratic system, Even though this is not the only requirement and even though it does not
automatically ensures democratization. Every individual should be able to form his
judgment on the basis of a full range of information and the presentation of variety of
opinions.
TRANSATIONAL MEDIA AND INDIA
THE last two decades have witnessed a dramatic transformation of India's mediascape' a
term first used by Arjun Appadurai, an academic of Indian origin based in the United States,
to describe how visual imagery impacts the
world and to describe and situate the role of the mass media in global cultural flows. From
the early 1990s, when the working of the Indian economy was liberalised, the media has
expanded as never before with the advent of new communication technologies and the
burgeoning of the urban middle classes, whose consumerist aspirations made them targets
for advertisers.

India has the largest number of newspapers/publications in comparison with any country in
the world. The growth in the number of television channels has been exponential. In 1991,
there was one public broadcaster, Doordarshan. At present, over 600 TV channels have been
permitted by the Ministry of Information and Broadcasting to uplink or downlink from the
country.

But quantity has not translated into quality. Defying conventional norms of capitalism, the
intensification of competition in the media has been accompanied by a discernible lowering
of ethical standards. The race to grab eyeballs has seen a simultaneous dumbing down' of
content as TV channels have become prisoners of a highly inadequate and flawed system of
ascertaining audience sizes through TRPs (television rating points). With rules getting
changed to attract foreign capital, it was hardly surprising that one of the first transnational
media corporations to enter India in 1991 after was the Rupert Murdoch-controlled STAR
(Satellite Television Asia Region) group.
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The STAR India group is one of the biggest (in terms of turnover) media conglomerates in
the country. It claims it has the largest number of viewers (around 170 million every week)
for its 32 channels in eight languages, including STAR Plus, STAR One, STAR Gold,
Channel V, STAR Jalsha, STAR Pravah, STAR World, STAR Movies, STAR Utsav and joint
venture channels such as Asianet, Sky News, FX, Fox Crime, STAR Vijay, STAR News,
ESPN and STAR Sports, among others.The success of Murdoch's Indian ventures has relied
on his smart blending of commercial and Western methods with a localised approach.

He was one of the first to introduce a music TV channel in India (Channel [V]); a 247
news network (STAR News); and a successful adaptation of an international game show
(KaunBanegaCrorepati, an Indian version of the British Who Wants to Be a
Millionaire?).
The success of Murdochs STAR TV in India is one of the combative and until recently
lightly regulated broadcasting markets has largely been achieved through their skilled fully
prioritized the local over the global.

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FINAL PROJECT
(24352)
The Objective of the subject is to make students write and conduct media research by
applying research techniques in media studies along with the documentary shoot by
assigning different subject/theme to them.
In this project we had to submit 2 projects that is one documentary and one research project
on the theme approved by the Director of our college.
Brief of the documentary
My main interest was to Limelight the problems faced by the people of Tibet, as they are
staying in India without citizenship and wants to go back in free Tibet thats why I made the
documentary with the help of our teachers and my team members on a topic that is SONG
FOR TIBET

Research
The topic of my research is Internet as an online shopping zone
I choose this topic because online shopping sites are increasing rapidly in India and want to
survey that whether people of India adapt this or they still feel like going to market for
shopping.

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