Missing in action: media professionals

Television in India is no longer the exclusive domain of Doordarshan. It now means over 300 channels, most of them in the so-called private sector. But this proliferation has not killed other media. The growth of newspapers, while not exponential, is still extant. The FM phenomenon has brought in over 350 new radio stations. The grim outlook that the film industry faced a few years ago has given way to the multiplex phenomenon. Cross promotion 8212; TV and radio channels partnering with film companies 8212; has benefited each segment of the media industry. New Media, too, is sweeping the net-waves. The computer, the mobile-phone, satellite-based publicity vehicles, interactivity, web journalism, out-of-home advertising, direct-to-home and CAS broadcast distribution, and a variety of other technological breakthroughs have now brought us to a point where this industry could well become the single largest in the Indian economy within the next decade.

It is frightening to imagine a scenario where an industry witnessing such electrifying growth could be halted in its tracks for lack of professional support. Gone are the days when a production assistant could be sure to end up as a production controller. Aspirations and native brilliance apart, a production assistant today will not be able to make the strides that his predecessors did unless he is constantly upgrading his skills. We are at a stage where film companies are going corporate and are managing to secure loans from banks. What a big change this is from the days when resource mobilisation used to be 8216;off the record8217;!

The media and entertainment industry today is looking for a different kind of work force. If one wants to pursue one8217;s passion for creativity, one will also have to be aware of the industry8217;s trends. Creativity, too, needs contextualisation, and that can only come through a thorough understanding of the technology that is used to take ideas to fruition. The production manager of tomorrow will not be an all-purpose handy man; he is likely to know all about cash flow, CPM critical path method and PRET programme review and evaluation technique. He will be an MBA in media finance and economics, not a simple accountant.

One can go on talking about the huge changes and manpower challenges, but such recounting leads us nowhere. Producers, directors, managers, and media executives alike only get frightened when

reminded of the explosion of opportunity. They evaluate their strengths 8212; creativity and resilience. They understand the opportunities but they see the daunting threats and weaknesses, too.

In its current apathy, the industry can only grow weaker and face a threat from within: the weakness being the work force, and the threat of being left behind in the global context 8212; the only context that matters today. It is time the industry built for itself a reservoir of competence. This must be an effort where its prime movers actively promote media and entertainment education across the various disciplines; a culture where the industry looks for well-trained professionals; a discipline where the periodic upgrade of skills is encouraged; and a norm where serious research is promoted.

All these and more need to be institutionalised, and until this happens, exasperated artistes and executives will keep asking, 8220;Where are the professionals?8221;

The writer is executive director, School of Convergence, Delhi