Orientation Course in
Communication and Media
Indian Information Service
Group “A”
13 January 2014 – 13 October 2014
INDIAN INSTITUTE OF MASS COMMUNICATION
2|Page
“Learning without thought is labour lost
and thought without learning is perilous.”
- Confucius
3|Page
Phase I (Months 1 to 3)
 Lectures, Seminars, Workshops, Field Study, Assignments
Phase II (Months 4 to 6)
 Lectures, Seminars, Workshops, Field Study, Assignments
 FTII Attachment
 Parliamentary Attachment
Phase III (Months 7 to 9)
 Lectures, Seminars, Workshops, Field Study, Assignments
 Attachment at private TV/Radio Station
 District Attachment for Research Project
 NGO Attachment at home station
 Bharat Darshan

Each of the probitioners will be required to submit a dissertation on development
communication issue.
Workshops
 Workshop on gender sensitization
 Workshop on Human Rights
 Workshop on Interpersonal communication
 Workshop on time management and collaboration skills
 Workshop on voice-modulation
 Workshop on facing the camera
4|Page
Introduction
Officers of the Indian Information Service, Group ‘A’ join the Government after appearing for the
prestigious Civil Services Exam. However, the content of the Service differs dramatically from other Civil
Services. An IIS officer has to walk a very thin line between being a government servant and a private
practitioner of mass communication. At different stages in his/her career, an IIS officer is expected to
manage a newsroom, a public relations portfolio, a newspaper, magazine or book, advertising as well as
visual publicity. As with other Group ‘A’ services of the Government of India, the Indian Information
service is broadly shouldering responsibilities of a managerial nature in the field of media and
communication, with all-India transfer liability. Training of IIS officers thus needs to encompass aspects
of the media and communication requirements of the Central Government that the officers will manage
during their career.
As per the Personnel Policy of the Ministry of Information & Broadcasting (Annexure I), IIS officers have a
two-year training programme, including three months at the National Academies, nine months at the
Indian Institute of Mass Communication, New Delhi and one year On-the-job training. After undergoing a
Foundation Course at the National Academies, Officer Trainees (OTs) join at the Indian Institute of Mass
Communication, IIMC for professional training where they are led through a programme that includes
theoretical orientation, skill enhancement and an overall personality development. At the end of the first
year of training, OTs are expected to know and understand not only the Indian media and communication
industry but also be able to demonstrate their skills in media technology and have a clear concept of the
underlying forces that are shaping the media-scape today. Besides, a clear understanding of government
functioning and process is a must to enable OTs to meet the challenges of governance in this multi-multimedia world. The main objective of the training is to create a cadre of officers who are excellent Media
Managers and Information Advisors; effective public communicators and PR professionals; good Public
Service Broadcasters and IEC & Social Marketing experts.
Keeping the above in mind, the course has been structured so as to give an overview of all related fields,
with practical inputs, hands-on training and classroom sessions. The course is divided into ten papers
which will form the core of the training, besides outstation and in-station attachments (Annexure II)
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Objective of the Course

The main objective is of equipping the Officer Trainees with knowledge and skills to manage
efficiently
and
professionally
communication
and
media
products,
services,
and
organizations/departments

To provide in-depth knowledge of how markets are organized in each of the major segments of
the media industry(publishing, broadcast, movies and the internet)

To develop a critical understanding of contemporary social, cultural and economic processes
and to relate these to the rapid and ongoing transformation in the media and communication
fields across diverse sectors.

To orient the Officer Trainee to the various theoretical frameworks of communication, to
understand these changes

To provide hands-on knowledge of the practical usage of communication technology,

To critically analyze the government’s role in the context of media, across the spectrum,
with thorough knowledge of government processes in administrative and financial matters.
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Course Contents
Paper I: Communication Concepts & Communication Research
Paper II: Interpersonal and Visual Communication
Paper III: Print Communication
Paper IV: Broadcasting Tools and Techniques
Paper V: Advertising, Media Planning & Public Relations
Paper VI: Web and Mobile Communication
Paper VII: Government & Media
Paper VIII: Development and Communication
Paper IX: Government Functioning & Feedback Strategies
Paper X: Media Management
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Paper I: Communication Concepts and Feedback Strategies
(Theory: 50 marks, Research Project: 50 marks)

Communication: concepts, process and functions

Society, culture and communication media

Communication theories & Models

Origin and growth of the Mass media
o
mass communication and individual,
o
information needs, patterns of human behavior,
o
comprehension, credibility, formation of attitudes,
o
impact, motivation and action

Language, mass communication and society

Communication dynamics


o
Public speaking
o
Team building
Interpersonal Communication
o
Entertainment, Education and Communication
o
Folk Media
o
Field Publicity
o
Body language
o
Importance of Kinesics
o
Social Mapping
o
Transect walk
Communication Research
o
Definition, scope and relevance
o
Research Design
o
Quantitative & Qualitative Methods of Research
o
Sampling Techniques
o
Formal and Informal Schedules
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
o
Research tool design & development
o
Method of data collection
o
Data analysis
o
Presentations of Data
o
Analysis of data and report preparation
o
Presentation of the Report
Participatory Research & Appraisal
o Participatory Learning for action
o Tools & techniques

Monitoring & Evaluation of communication
Suggested Readings for Paper I
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
The process and Effects of Mass Communication, ed. by Wilbur Schramm, 1971
Methods in Social Research by William J Good and Paul K Hatt (Macmillan), 1967
Introduction to Communication Studies, , Fiske J,1982, Methuen, London
Theories of communication: A Short Introduction – Armand Mattelart & Michele Mattelart, Sage
Thinking through Communication, Sarah Trenho,m, Allynx, Bacon, Singapore, 1999
Communication: An introduction - Denis McQuail
Media Sociology - David Barret, Sage Publications
Introducing Communication History - Richard and Turner, Mayfield, London, 2000
How to Research - Blaxter, Hughes, Tight - Viva Books, 1999
Many Voices One World, Kac Bride et al, Kogan Page, London, 1986
Mass Communication in India, Kewal J Kumar, Jaico, 2001
Dictionary of Media and Journalism, Singh CP, IK International, Delhi-2004
The Basics of Communication Research, Baxter, Leslie A, Australia: Thomson Wadsworth, 2004
A guide to Empirical Research in Communication: Rules for looking, Sumser, John, Sage
Publications, New Delhi, 2001
15. Interpersonal Communication: Everyday Encounters, Wood, Julia, , Australia:Wadsworth
Thomson Learning, 2002
16.
Journals/Magazines –




Communication Theory
Communicator
Journal of Communication
Australian Journal of Communication
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Paper II: Interpersonal and Visual Communication
(Theory: 50 marks, Project/Assignments: 50 marks)



Visual communication
o
Visual perception and visual persuasion
o
Concepts and functions graphic communication
o
Design principles
o
Study of type and type faces
o
Use of colors in design
o
Design applications: layout, logo, trade mark, etc.
o
Use of visuals in different media
Photo Communication
o
Understanding Camera
o
Composition Techniques,
o
Photo feature
o
Photo Journalism
Film communication
o
Film as a medium of mass communication, policies governing films
o
Evolution of Indian Cinema
o
Interface of film industry and government,
o
Regulatory mechanism, film as a potential export commodity


Visual Journalism
o
Visual story telling trends
o
Ethical issues
Monitoring & Evaluation of communication
10 | P a g e
Suggested Readings for Paper II
1. Traditional Folk Media in India - Dr Shyam Parmar, Research Press, 1995
2.
Fundamentals of Copy & Layout, Albert Book and Dennis Schiel (USA : National Text Book
Company, 1997)
3.
Graphics for the Desktop Publishing, Brucet Paddock (New York : Management Information
Source Inc, 1993)
4.
Essential Skills : Photographic Lighting, John Child and Mark Galer (Oxford Focal Press,
1999)
5.
Corporate Media Production, Roy Dizazzo, Focal Press, 2002
6.
Basic of Video Sound, Des Iyver, Boston Focal Press, 1999
7.
Basics of Video Production, Lyver and Swainson, Boston Focal Press, 1999)
8.
Art and Production, N N Sarkar, New Delhi : Sagar Publication, 1995
9.
Information Technology, Williams & Sawyer, Tata McGraw Hill 2000
10.
Television Production Handbook, Herbert Zettl, Australia, Thompson, 2002
11.
Visual Communication: Images with Messages by Paul Martin Lester, Thomson Wadsworth,
2006
12.
Visual Communication: Integrating Media, Art and Science by Rick Williams & Julianne
Newton, 2007
Mag/Journals:


Better Photography
Practical Photography
11 | P a g e
Paper III: Print Communication
(Theory: 50 marks, Assignments: 50 marks)




Growth & History of the Print Media
o
Evolution of Printing as means of communication
o
Evolution and early history of Press
o
Role of English Press in freedom struggle
o
Role of Language Press in freedom struggle
o
Role of Press in making of modern India
o
Press since Independence
Press Laws and Ethics
o
Laws, Ethics, Conventions and Norms
o
Constitution and Press Laws
o
Laws of libel and defamation
o
Contempt of Court and Contempt of Legislature
o
Official Secrets Act and Right to Information
o
Copyright and IPR
o
Self-regulation and Media Ethics
o
Press Council of India
o
Case Studies
News Reporting and Editing
o
Basic elements of news report
o
Structure of news report
o
Reporting Set-up
o
Developmental and popular interest approach
o
Investigative and interpretative reporting
Feature & Opinion Writing
o
News and non-news features
o
Interview based features
o
Special articles
o
Backgrounders
12 | P a g e

News Writing & Editing
o
Writing a news story
o
Headline writing
o
Editing symbols
o
Newspaper Vocabulary
Suggested Readings for Paper III
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
The Press by M Chalapathi Rao (National Book Trust)
History of Journalism - Parthasarthy Rangaswami
Encyclopaedia of World Press
Indian Journalism, Nadig Krishna Murthy
History of Indian Press, J Natarajan
Press Laws by DD Basu (Prentice Hall)
Press Laws - Subir Ghosh
The Dawn of Hope – Ali Ashraf, Northern Book Centre
Philosophies of Communication and Media Ethics : Theory, Concepts and Empirical Issues –
Kiran RN, BR Publications
Press As A Leader of Society – IIMC
A short History of Assamese Newspapers - Profulla Chandra Borua, Sahitya Ratna Prakashan
Ethics in Media Communication:Cases & Controversies, Louis Alvin Day, Australia, 2003.
Mass Communication Law and Ethics, Roy L Moore, New Jersey, 1999.
Ethics & Journalism, Karen Sanders, New Delhi, 2003.
The International Libel Handbook: A practical guide for journalists, Butterworth,1995.
Press Laws and Ethics of Journalism, P K Ravindranath, Delhi, 2004.
The Law of Public Communication, Kent R Middleton, New York, 2001.
The Taming of the Press: Cohen V Cowls Media Company, Elliot C Rothenberg, London, 1999.
Modern History of Indian Press, Sunit Ghosh, Delhi, 1998
The Press in India: Perspective in Development and Relevance, K S Padhy and RN Sahu, New
Delhi, 2005.
Editing for Print, Geoffrey Rogers - Mocdonald Book, 1993
Editors on Editing, HY Sharda Prasad, National Book Trust, 1993
Editing Today, Ron F Smith and Loraine MO” Connel - Lowastate University Press, 1996
Elements of Style, William Strunk Jr, Macmillan (Revised by EB White)
The New Fowler’s Modern English Usage, R W Burchfield, Oxford
Creative Editing, Dorthy A Bowles, Australia, Thomson Wadsworth, 2004.
Journals/Magazines –

Journal of Mass Media Ethics
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Paper IV: Broadcasting Tools and Techniques
(Theory: 30 marks, Assignments: 70 marks)

Growth & History of the Broadcast Media in India

Introduction to radio and television journalism
o Formative research: the importance of research in building up a story/programme
o Conducting Interviews for both radio and television
o Getting Vox Pops
o Anchoring panel discussion
o Horizontal Thinking; Making best use of resources to produce programmes for more than
one medium on a given topic.

Radio tools and techniques
o Scripting
o Understanding sound, mikes, using and taking care of the tape recorder.
o Sound recording in various locations
o Dubbing
o Writing and Reporting for Radio News
o Digital Audio Editing
o Preparing a News Bulletin
o Preparing a magazine programme

Community Radio
o Growth and prospects of Community Radio
o Radio as a medium for social change
o Case Studies
o Apna Radio

Television tools and techniques
o Electronic News Gathering
o Thinking in pictures and use of story boards
o Location Shooting
o Editing
o Use of Graphics
o Post-Production
o TV News Bulletin-Theory and Practice
14 | P a g e
Suggested Readings for Paper IV
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
Radio : A Guide to Broadcasting Techniques by Elwyn Evans (Barrie and Jenkins)
Broadcasting and the People by Mehra Masani (National Book Trust)
Television & Social Change in Rural India – Kirk Johnson, Sage Publications
The Radio Handbook, Carole Fleming, Routledge, 2002
Broadcast Journalism, Andrew Boyal, OUP, 1999
Broadcast News Writing, Reporting and Producing, Ted White (II Edition), Focal Press, 1996
Television News, Ivor Yorke, Focal Press, Oxford, 1995
AIR Style Book, New Delhi,1991
Before The Headlines - A Handbook of TV Journalism, CP Singh, Macmillan, 1999
Televising Your Message, Mitchell Wanda, National Textbook Company Illinois (latest edition)
CNN International Writing Guide (latest edition)
Broadcasting News : Writing, Reporting and Producing, Ted White, New Delhi, 2002.
Broadcasting Journalism : Techniques of Radio and Television News, Andrew Boyd,New Delhi,
2001.
Lectures on Broadcasting Journalism, P K Ravindranath, Delhi, 2004.
Digital Broadcasting Journalism, Jitendra Kumar Sharma, Delhi, 2003.
Broadcast Journalism in the 21st century, K M Shrivastava, New Delhi, 2005.
The Broadcast Journalism handbook:A Television News survival guide, Robert Thompson,
Oxford, 2004.
Broadcasting and Telecommunication: An Introduction, John R Bittner, New Jersey, 1991.
News Flash : Journalism, Infotainment, and the bottom- line business of broadcast news, Bonnie
M Anderson, San Francisco, 2004.
Broadcast News Writing stylebook, Robert A Papper, London, 1995.
Communication Media and Electronic Revolution, Aruna Zachariah, New Delhi, 2005.
Visual Journalism: A Guide for New Media Professionals, Christopher R harris, London, 2002.
Before the Headline: A Handbook of Television Journalism, Chandrakant P Singh, Delhi, 1999.
Journals/Magazines –

Journal of Broadcasting & Electronic Media
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Paper V: Advertising, Media Planning & Public Relations
(Theory: 50 marks, Campaign/Assignments: 50 marks)

Advertising: concepts and principles
o
Evolution, relevance and classification of advertising
o
Advertising agency management, account planning, client servicing,
media planning, brand building
o


Role of creativity in advertising
Media planning in advertising
o
Strengths and weaknesses of various media.
o
Sources of media information
o
Media terminology: Circulation, Readership, Viewership, Listenership, Reach,
frequency, OTS, exposure, Impressions, GRPs, TRPs
o
Media buying techniques
o
Information needs for making a media plan
o
Preparing a media brief
o
Developing media strategy and plan
o
Evaluation of Media Plan
o
Learning of relevant software
o
DAVP’s media buying
Public relations
o
PR principles, tools, methods
o
Image management
o
Communication audit
o
Crises management
o
Case studies in PR and Govt./corporate communication
16 | P a g e
Suggested Readings for Paper V
1.
2.
3.
4.
5.
6.
7.
8.
Advertising, Dorothy Cohen, USA: Scott. Forsmon and co. 1988)
Advertising Management, Jaishri Jethwaney, Phoenix
Media Planning, Arnold Barban, USA NTC Business Book, 1997
Media Math: Basic Technique of Media Evaluation Robert Wall, Illinois NTS Business Books
1995
Ogilvy on Advertising, David Ogilvy, London, Prion Books, 1997
Uncommon Sense of Advertising: Getting the Facts Right , Sanjay Tiwari, Response, 2003
Public Relations, J Jethwaney, Sterling
The PR Style Guide, Brown Barbara Diggs, Thomson Wadsworth 2000
Media source books






Indian Newspaper society( INS)
Audit Buraeu of circulation(ABC)
National Readership Survey(NRS)
Indian Readership Survey(IRS)
India 2004
National Economic Survey
Journals











Journal of Advertising
PR Quarterly,
Journal of Public Relations,
Public Relations review
PR Strategist.
Advertising age
Campaign
International Journal of advertising
Journal of current issues and Research in advertising
Advertising and Marketing
Pitch
17 | P a g e
Paper VI: Web-based Communication
(Theory: 50 marks, Assignments: 50 marks)

The Internet
o
Emerging trends in information technology and their impact on communication
techniques



o
Multimedia Applications, Benefits and Problems
o
Internet as a research tool
o
Basic web design
o
Writing for the internet
o
E-Governance
Social media
o
Governance in the light of social media
o
New developments
o
Using social media to connect
o
Monitoring content
o
Metrics
Mobile Communication
o
The telecommunication sector in India: growth and prospects
o
Use of mobile communication for governance
o
Mobile communication and development
o
Case Studies
Regulating cyber space
o
Internet
ethics; laws and issues:
o
IT
Act;
Convergence Bill;
o
Privacy cookies, bugs, spamming and advertisers; security
o
IPR,
copyright; opinion polls, bulletin board and Net communities
o
misinform
ation, cross-checking and objectivity
18 | P a g e
o
Net-poor
and Net-rich. Types of connectivity & associated problems in a developing
country like India
o
freedom
of expression vs. content regulation; e-governance
o
Cyber
journalists as publishers and entrepreneurs.
o
Software
such as Adobe CS, Quark Express and others available
Suggested Readings for Paper VI
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
A Journalist’s Guide to the Internet, Callahan, Christopher, Allyn and Bacon, London, 1999.
Introduction to Information Technology, Turban, Rainer, Potter, John Wiley Publications, 2001
Online Journalism, Jim Hall, Pluto, 2001
Web Production (II edition), Jason Whittaker, Routledge, 2001
Using Information Technology, Brian K Williams, New Delhi, 2003
Information Communication Technology & Education, VC Pandey, Delhi
Cyber Cops, Cyber Criminals & Internet, Deepti Chopra, New Delhi, 2002
Information and Communication Technology: Recasting Development, Delhi, 2004
Digital Sub-editing & Design, Stephen Quinn, New Delhi, 2001.
Cyber Laws E, Commerce & M-Commerce, Tabrej Ahmed, New Delhi, 2003.
Cyber Crimes and Law, VC Dideja, New Delhi, 2002
Handbook of Cyber Law, Cakul Sharma, New Delhi:
Cyber Media Journalism: Emerging Technology, Jagdish Chakravarthy, Delhi, 2003.
Journalism Online, Mike Ward, London, 2002.
Multimedia: Concepts and Practice, Stephen McGloughlin, New Jersey, 2001.
Copywriting for the Electronic Media : A Practical guide, Milan D Meeske, Australia, 2003.
19 | P a g e
Paper VII: Development and Communication
(Theory: 50 marks, Assignment: 50 marks)

Communication as a tool for Development

Development Theory:
o Basic Definition
o
History
o Concepts
o Approaches/Paradigms
o Indicators

Behavior Change Communication: Concept and Process

Concept of Information, Education and Communication, IEC
o
Planning an IEC strategy
o
Media Approach
o
Study of IEC structures in Specified Government
Departments: M/o H&FW, M/o Rural Development Communication

o
Methodology for IEC
o
Steps to start a Health Education Programme
o
Developing, monitoring and evaluation plan for IEC activities including materials
Social Marketing
o
Understanding social marketing
o
Designing the social product
20 | P a g e

o
Media options in social marketing
o
Case studies in social marketing
o
Reach and impact of social campaigns on various social segments - case studies
Health Communication

o
Overview of Health Issues-globally, in India
o
Communicable Diseases
o
Non-Communicable Diseases
o
Epidemics
o
Medical, Legal, Ethical Issues
o
Health Insurance
o
Case Studies in Communication of Health Issues
o
H1N1
o
HIV
o
Primary Health Care etc.
Environmental Communication
o
History of Environmentalism
o
Overview of Key Environmental Issues: Climate Change, Regulation,
Pollution

o
Green Budgeting
o
Communication Aspects of Environmental Coverage
o
Case Studies – in Communication of Environmental Issues
International Communication
o
·Role of mass media in developing countries
o
Inter-Cultural Communication
o
World Information Order
o
News Manipulation/distortion
21 | P a g e
Suggested Readings for Paper VII
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Facts for life – A Communication Challenge UNICEF, India, 1993
Rural Development Journalism by Alan Chalkely (Press Institute of India).
A Manual of Development Journalism by Alan Chalkely (Press Institute of India)
Mass Media and National Development, Wilbur Schramm
Communication for Development in the Third World : Theory and Practice for Empowerment –
Srinivas R Melkote-H Leslie Steeves, Sage Publications
Farm Journalism in Kerala : Anikuma Vadavathoor : A book on Evolution and Present Status of
Agricultural Communication in Kerala – Ajith Books, Kochi
Knowledge Generation : Exchange and Utilization (ed) - Beal & Dissanayake, West View Press
One World Multiple Cultures, Jan Servaes
India’s Communication Revolution, Rogers & Singhal
Vikas and Vighyan Sanchar, Sanjiv Bhanavat, Jaipur, 2003.
Communication for Development: Experience from the Urban Environment, Edited by Catalina
Gandelsonas, London, 2002.
Journalism: Changing Society Emerging Trends, Jagdish Chakravarty, Delhi, 2003.
Poverty the Global Challenge for Governments, Industry, Scientists and Civil Society, TERI, New
Delhi, 2001.
‘Empowering’ The Indian City: Scenarios and Solutions, TERI, New Delhi, 2002.
15. Communication Technology and Human Development- Recent Experiences in the Indian Social
Sector, By Avik Ghosh, Sage Publications, 2006.
16. Everybody loves a good drought by P.Sainath
17. Mobile Communication and Society: A global perspective by Manuel Castells et al, 2007
18. Political Economy of Communication in India by Pradip Thomas, Sage, 2010
Journals/Magazines –
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Paper VIII: Government & Media
(Theory: 50 marks, Assignments: 50 marks)



Responsibilities of public communicators
o
Responsibilities Vs. accountability in the dissemination of information,
o
Feedback and monitoring communication for decision making.
Ministry of Information & Broadcasting
o
Its role and relevance
o
Structure and functions
o
Media Regulation
o
Cadre Control
o
Strategic Plan 2011-17
Study of Media Units of I & B, Government of India
o
Press Information Bureau and Photo Division: Structure and function, mandate,
Public Information Campaigns, case studies
o
Directorate of Advertising and Visual Publicity: Organisational Structure, functions
and responsibilities, Multi-media campaigns, case studies, new avenues
o
Directorate of Field Publicity and Song & Drama Division: Structure and
Functions; mandate, new initiatives, prospects; interface of DFP and Song and
Drama Division
o
Directorate of Publication Division: Structure and Functions; mandate, new
initiatives, Employment News and other publications.
o
Prasar Bharati, News Services Division, All India Radio and Doordarshan News:
Structure and Functions; mandate, status of IIS in Prasar Bharati, new initiatives.
23 | P a g e
o
Electronic Media Monitoring Centre: mandate, structure and function; challenges
and achievements
Suggested Readings for Paper VIII
1.
2.
3.
4.
Annual Reports of the Ministry of Information & Broadcasting, DAVP, Prasar Bharati, PIB etc
Mass Media in India, Publications Division
India 2011, Publications Division
Public Service Broadcasting in the Age of Globalisation, Indrajit Banerjee, Kalinga Seneviratne,
Asian Media Information and Communication Centre, 2006
5. National Media Policy, ed. V S Gupta, Rajeshwar Dayal, Asian Media Information and
Communication Centre, 1996
6. Pop Culture India!: media, arts and lifestyle, Asha Kasbekar, 2006
24 | P a g e
Paper IX: Government Functioning
(Theory: 80 marks, Project/Assignments: 20 marks)




Administration and Finance
o
Transaction of business rules
o
Manual of office procedure
o
Procedure of putting up files, draft replies to Parliament
o
General Financial Rules, procedures in Govt.
o
Delegation of financial power rules
o
Preparation of budget
Project Management
o
Formulation & Appraisal
o
Planning, Implementation & Control
o
Monitoring and Evaluation
o
Preparing a Detailed Project Report
Right to Information
o
Enactment and implementation
o
Requirements
o
Central Information Commission
o
Case studies
Service & Conduct Rules
o
Leave Rules
25 | P a g e
o
Reservation in Service
o
Conduct Rules
o
Disciplinary Proceedings
o
Grievance Redressal
o
APARs
o
New Pension Rules
Suggested Readings for Paper VIII
1.
Annual Reports of the Department of Personnel & Training
2.
http://persmin.gov.in/otraining/Index.asp
26 | P a g e
Paper X: Media Management
(Theory: 80 marks, Research Project: 20 marks)

Fundamentals of Management and Media Organisations
27 | P a g e
o
Basic Concepts and Evolution of Management Thoughts;
o
Forms of Organization; Organization Structure; Organizational Process; ---- Media
Organisations, structure and administration;


o
Traditional setups to mega Corporations
o
Issues in Media Management
Human resource management and Organisational Behaviour
o
Introduction to Human Resource Management in Media;
o
Creating the Human Resource base
o
Developing Human Resources for media org.;
o
Monitoring and Evaluation;
o
Understanding OB and Individual dimensions of Organizational Behaviour;
o
Interpersonal and Group behaviour;
o
Motivating Employees at Work;
o
Organizational Dynamics in media organizations
Media Organisational Management
o
Broadcast Management
o
Magazine Management
o
Newspapers, Magazines and Their Electronic Ventures
o
Management Communication
o
Managing Across Media
o
Event Management
Suggested Readings for Paper X
1.
2.
3.
Strategic Management in media by Lucy Kung, 2009
Newspaper Management by Gulab Kothari
Handbook of Media Management and Economics, Edited by Alan Albarran, Sylvia M ChanOlmsted, Michael O. Wirth, 2006
4.
Organisational Behaviour by K C S Ranganayakulu, 2005
5.
Managing in the Media, by Peter Block, William Housley, Tom Nicholls, Ron Southwell,
2001
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6.
Media Management in the Age of Giants: business dynamics of Journalism, by Dennis F
Herrick, 2003
7.
Media Management: A casebook approach, by George Sylvie,Jan LeBlanc Wicks, Stephen
Lacy, C. Ann Hollifield, A B Sohn, 2009
Mag/Journals:

International Journal of Media Management
Evaluation
Theory Examination
End-of-term exam: Papers I to X
Assignments/Projects/Research/Campaign Presentation
Through the training
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Marking Pattern
Paper I to X: 100 marks each
Course Director’s Appraisal: 100 marks
Total: 1100 marks.