c

c 

The media industry can be categorized into the following categories; filmed
entertainment, television, music, radio and print. As implied, many aspire to
join this industry due to the high visibility and glamour associated with
many of the top jobs. That said, the opportunities are many and varied, and
not all focused on celebrity status, such as in the areas of mass
communication, content development, animation, production and event
management.

a


The industry has suffered a great deal during the economic recession, with
U.S. top media companies managing flat revenues in 2008 and a 5%
contraction in 2009 according to Ad Age reports. Many players, dominated
by those in the print industry, have plunged into bankruptcy, primarily due
to the shrinking revenues coupled with massive debt loads taken on in the
market boom. Though certain digital media firms such as Google fared well
(revenues up 23%), others such as Microsoft witnessed a flat top line.
Ad spending in the U.S. was also severely depressed, falling 4% in 2008 a
further 14% in the H1 2009, according to WPP's TNS Media Intelligence.
Despite this sorry state, newspapers, magazines and cable systems
continue to operate and media companies have been trying to slash their
crippling debt. Analysts believe the worst is over, and globally, the industry
is poised to emerge with less debt and stronger balance sheets in the
coming 6 months.


G

a  
The Indian entertainment and media sector is one of the fastest growing
sectors in the economy, and its segments have all witnessed tremendous
double digit growth in the last few years. The past 2 years were tumultuous,
especially due to poor liquidity in the system for financing big projects for
the big and small screen. However, with global indicators realigning
themselves once again, the Indian media and advertising industry too looks
poised to resume where it left off pre 1H 2008.
According to a 2009 report jointly published by the Federation of Indian
Chambers of Commerce and Industry (FICCI) and KPMG, the media and
entertainment industry in India is likely to grow at ~13 % CAGR over 2009-
13, touching US$ 20 billion by 2013.
The key reasons favoring the rapid growth of the Indian entertainment and
media sector are the demographic and economic factors buoying India¶s
development; with a majority of the population below the age of 35, and
increasing disposable income in Indian households, the average spend on
media and entertainment is likely to grow, according to the 2009 edition of
PricewaterhouseCoopers report. In addition, advances in technology,
increasing penetration of communication mediums, policy initiatives of the
Indian government to increase FDI and the increased participation of
private media companies have been the other key drivers of the industry.
As per current estimates the television industry is projected to grow by
22%, filmed entertainment by 16%, radio by 18% and the Indian advertising
industry 61% over the next 3 years. Given the lucrative prospects of this
segment, international media giants are all vying for a stake in the
segment. In addition to domestic growth, the growing popularity of Indian
content in the world market and South Asia in particular, has encouraged
Indian entertainment industry players to also venture abroad to tap this
booming segment; according to a report by CII-AT Kearney, the share of
international markets in total box office collections is estimated to increase
from 8% in 2006 to 15% in 2010.

D
a
  
The greatest opportunities naturally lie in those sub-areas that are
expected to grow the fastest over the next few years, namely, in the
development of digital distribution platforms for TV such as DTH, digital
music platforms, digital media advertising (internet, mobile and digital
signage) and global cinema content.
For new graduates, the industry poses great prospects for achievement
given its growth trajectory. On the flip side, it is extremely fast-paced and
stressful as well. Additionally, being creative on a tight schedule can be
emotionally draining, especially because most of the work includes long
hours and meeting stringent deadlines.