The document discusses the evolution and innovations in media and communications, emphasizing the transition from traditional media to digital and interactive platforms. It highlights key concepts such as media convergence, the digitization of content, and the importance of engagement in various forms of media. The document also advocates for a learner-centric approach to media education, emphasizing multi-skilling and collaboration in content production and delivery.

1. Innovations in
Media & Communications
Prof Ujjwal K Chowdhury
Dean, Whistling Woods School of Communications, Mumbai
Former Dean, Symbiosis International University, Pune
Managing Editor, NGI (New Global Indian), Dubai & Delhi
Consultant, Acore Education & Media, Dubai

2. ENGAGEMENT is the KEY
 Communication Functions Evolved
 Educate, Inform, Entertain: Traditional Media
 Edu-tain, Info-tain: Branded Media
 Persuade, Sale: Advertising/Marketing Media
 Interact, Involve, Respond: New Media: First Generation
 ENGAGE: New Media: Second & Third Generation
 EMPOWER: Futuristic Media

3. CONVERGENCE is the BASE
 Convergence in Communication Technologies
 Convergence in Media Consumption
 Convergence in Media Buying
 Convergence in Content Delivery
 Convergence in Media Markets
 Convergence in Media Skills/ Human Resources

4. DIGITIZATION of CONTENT
 Digital Television Production & Distribution
 Print Media: Evolving Digital Delivery through the Cyber Media,
Ipads, Mobile devices
 Cinema Production & Exhibition
 Internet Radio & Internet Television
 Animation/VFX/Gaming Entertainment
 Digital Advertising
 New Media PR & Corporate Communication
 Social Media use in Branding
 Digital Impact: World Cup Cricket victory of India, Anna Hazare
led Anti-Corruption Movement, Tinglish song Kolaveri Di

5. CONSEQUENT INNOVATIONS
 Integrated Marketing/ Social Communications
 Convergence of Media based Communication Education
 Pyramid-structured, Learner-centric Media Education
 Experiential Brick & Mortar Education in Media
 Make your content travel across media seamlessly (Agent
Vinod turned into a graphic novel and a computer game)
 Multi-media Journalism/ Multi-media Entertainment
 Multi-media Ownership
 Multi-media Content Creation TO Consumption TO
Monetization

6. Content
Production
Life Cycle
Content Content
Monetization of Media Delivery
Content
Content
Protection

7. CHANGE THE PARADIGM
 Think Multi-skilling
 Think Digital
 Think Low Costs
 Think Collaboration
 Think Flat Organization
 Think Younger
 Think Visual
 Think Original
 Produce Less, but Original; Market and Sale More across
Platforms