Editorial Team

As the pandemic has fueled demand in specific sectors and upended our consumption patterns, MICA Ahmedabad will now heavily focus on the new age Over-The-Top (OTT) content consumption and understanding the changes in business practices.

MICA’s Media and Entertainment Management (MEM) area will emphasize content, consumer, technology transformation, and OTT disruption to the traditional media business.

MICA’s MEM area has introduced three new courses focusing on transformative practices to catch the industry changes, OTT-driven content, platform, consumer business, and business practices changes.

These courses will help the second-year students to understand the business of content and platforms, technology, data, consumer experience, managing OTT business, and integration of media labs.

Some of the courses are developed and delivered in collaboration with leaders from the industry like Ms. Swati Mohan, EX-CMO, Netflix, Ms. Pooja Verma, Head, the Brand Lab, Hotstar, Mr. Tarun Katial, Ex-CEO, Zee 5, Ms. Natanshi Lodha, Marketing Manager, DocuBay and EPIC channel, Mr. Anand Chakravarthy, Ex-MD, Essence and many others.

Dr. Shailendra Raj Mehta, President & Director, MICA, said, “As the world took a giant pause in 2020, a lot of upheavals occurred in media consumption patterns. The flourishing OTT segment was one of the outcome of the pandemic. The wave has already begun and is only going to move upwards from here. Considering this, we have crafted the curriculum to stay relevant to the needs of the sector.”

MICA’s media lab is now equipped with IRS, BARC, comScore, Meltwater, and Frrole to ensure industry immersive experiences.

Speaking about the same, Prof. Santosh K. Patra, Head, MEM at MICA, said, “M&E management is one of the core focus areas of MICA, and we always strive to live the needs of the transformation of the industry. The industry is witnessing a tectonic shift, so as the consumers. Considering this, we have crafted the curriculum to stay relevant to the needs of the sector.

The new curriculum of the MEM will focus on the three ‘C’ of the business: Content, Consumer, and Commerce driven by technology like the much talked OTT and others. The change is a collaborative effort of academic and industry leaders to create required talents to manage the new age M&E business. All programmes in the MEM areas will reflect these changes.”

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