I honestly wonder what 2012 has in store for us after the roller-coaster ride last year. Will we see fresh avenues for media growth or will it remain as unpredictable as ever?
What will become of the numerous new entrants who are struggling to make ends meet? Will they see a fresh dawn and renewed optimism?
Will we see smaller markets like Thiruvananthapuram, Pune, Kochi etc get taken over by the media monoliths or will the local media houses wake up and take them head-on?
Will we see online as a medium actually taking away advertisers from print? Or will it just be a surfers’ paradise and a small part of the revenue shares in advertising?
How will mobile impact us as individuals who are advertising targets? Or will it remain just a medium of communication with one another?
Will the advent of Akash and low-priced tablets see the end of books, diaries and the neighbourhood stationery store?
Will school bags become lighter and the orthopaedics have less work in the process?
Is health going to be the biggest debate in the future or will Lokpal still be talked about? How will this impact the medical fraternity and how will marketers make use of all the lifestyle disorders to their benefit?
Will the small entrepreneur finally see light at the end of the long tunnel or will only the rich get richer?
Are we going to cycle to work in the future and allow the oil companies to do what they please?
Will I ever get answers to all this?
The answer is Yes and No. Belief coupled with a sound practical approach can make even the most negative aspects in our life insignificant. The answer is in our hands. Dream big, and watch the world return your positivity.
Have a lovely, happy, healthy and prosperous year!
Q: I am an investigative journalist and find that many newspapers and channels are scared of running bold stories. Is there a better future in the digital media which I can run myself?
Personally I think TV would be a good bet, more so since the new channels now seem to be getting their investigative hats in place and really going hammer and tongs. I haven’t seen much of this in digital yet except for the linked-to-channel sites. Unfortunately investigative journalism is dying in print and there is a more cautious approach most often, but if you have the craft you can rekindle a lot of excitement, and TV may be just the place.
Go for it, and I’m sure you will get the right break soon!
Q: I live in Assam and have had a neighbour who had a particularly bad experience in an institute near Pune. Can you suggest some criteria for selection of a media school?
Essentially the best way is to check an institute’s credentials from its alumni. It’s easy to track them down, and a brief chat will give you the inside story. The really credible ones have their alumni in the top companies and they would be a safe bet. Check out the kind of brands visiting for hiring, chat with a few HR professionals to get an idea of how they rate the graduates from the shortlist you have arrived at. This is the safest way to go about it.
Q: The fees at MICA are so high and the salaries we pay horribly low… as a recruiter how do I convince MICA graduates to join us?
Tough call, since the graduates need to recover the huge amounts their parents / they have paid, and it’s important for the companies to understand that you don’t get such quality when you don’t pay. Yes there are many other facets of a company which can be showcased, be it the strength of their brands, the audience they reach, or the kind of work you do, but finally it’s important to give the students what they deserve. If you want the MICAs you must convince the management and work on higher salaries.
Not all are salary-conscious, but would you take a low package after a really great academic run?
Q: Everyone says the regional media is booming… but the salaries there are so horrible. So where is the money going?
No. Regional media does pay well, it’s just that it’s a slower process and it is only now that firms in regional markets are bringing in top professionals and paying them well. I know of regional media where senior professionals earn anything from Rs 30-100 lakh, which isn’t bad in today’s context. The point of entry is important, and your negotiating capability, but the scenario is changing for sure.
Take care and be good, folks, and we will be back next week!