On 14th February, 2025, the Department of Communication organised a golden jubilee lecture series on media economics and management. The invited guest speakers were the alumni of the department, when the department was functional at the Golden Threshold.
Nirupam Sarkar, Head of Digital Strategies at Etv Bharat, had led an interactive session on search engine optimization, discoverability on platform, algorithms, engagements, key determinants of the digital economy, and the fundamentals of digital strategies. He also briefly explained some key concepts like app store optimization, search generated experience, cost per click, cost per lead, click per rate, fill rate and off core web vitals.
Smitha Sashidharan, Independent Radio and Podcasting Consultant, discussed content programming on radio and the rise of emerging audio platforms like spotify, emphasizing their content packaging and audience engagement strategies. She also highlighted the transformation and evolution of radio station strategies over time, including adapting to changing listener preferences and integrating digital trends. She elaborated on the key drivers of radio, including revenue model, audience segmentation, programming strategy, market research, sales and compliance. She noted how these factors, combined with innovative programming and storytelling, have kept radio relevant even in a rapidly changing media landscape. Gatekeeping content is also something she specified on.
Sharrat Marar, CEO and Director Northstar Entertainment, spoke about the economics and management of the television and film industry, including the OTT space. He also spoke on the changing mechanics of the business in the entertainment industry. He delved into the financial frameworks that drive the television and film industry, shedding light on the complex budgeting, revenue models, and distribution strategies. He emphasized the role of OTT platforms as game-changers, highlighting how subscription-based and ad-supported models have disrupted traditional entertainment paradigms. The discussions
Kapil Suravaram, Consultant Media- Founder and CEO of EastFx, discussed the digital spaces with focus on marketing and advertising. He explained the concepts of consumer perspective, market research for targeting advertisement, performance metrics and strategies like hyper localisation -which involve tailoring content and advertisements to specific geographic locations or communities. He emphasized on the importance of understanding the audience demographics, accessibility, real-time information, and the ability to establish a personal connection with the consumers.
The discussions also touched upon the shifting of the entertainment industry to Noida becoming the hub of production and distribution. The rise of regional films like Bhojpuri and Haryanvi filling a crucial gap in the market, catering to the growing audience base that seeks more localized and culturally relevant content.
The session provided the students with insights of the industry, exploring various revenue models, audience engagement strategies, and economic frameworks. The insights gained serve as a valuable foundation for approaching media management with a balanced perspective of creativity and economic sustainability.
By Namitha Paripally [MA. Communication (Media Studies)]