POST GRADUATE PROGRAMME IN MANAGEMENT

AY 2018-19 TERM: V

TITLE OF THE COURSE: TV, RADIO AND FILM: ENTERTAINMENT AS BUSINESS

CREDITS: 2 SECTIONS: 1

Name of the Faculty Faculty Email Telephone

Block/ Number
Room No.
Santosh K. Patra Santoshpatra1@gmail.com 9879522627

CONSULTATION TIME FOR STUDENTS

Name of the Faculty Timing
Santosh K. Patra By Prior Appointment

COURSE DESCRIPTION

With lot of hopes and anxieties, media and entertainment (M&E) industry has undergone
tremendous changes since last couple of years throughout the world. Different countries have
responded to the change differently along with the global fall of commodity price, crude oil
dropping from as high as USD 100 to USD 30 and great digit disruption impacting the M&E
industry to a great extent. However, India's M&E industry has a different story to tell. Though the
digital disruption has happened in India but M&E industry in India has seen its growth in almost
all verticals. A healthy advertising growth of 15% has propelled several parts of industry to see
unprecedented growth. TV has performed well, led by the general entertainment channel and also
adapting to a new rating system BARC (Broadcast Audience Research Council). Radio has
performed exceptionally well with phase III finally seeing the light of the day. While Bollywood
has faced some challenges in terms of its growth, but it has seen that regional and bilingual are
doing extremely well. Though each industry has different types of challenges, but the changes in
payment technology and platforms, disruptive pricing, large scale analytic, unprecedented digital
growth, new services like OTT (over the top) etc. are going to witness the dawn of a new age in
Indian M&E industry. This is going to alter the way content is created, distributed and monetised
in India. Particularly the entertainment Industry (TV, Radio and Film) is going to witness change
and growth by keeping all excitement around in the socio-cultural context in India. The course is
going to explore the business of entertainment Industry and the future scope for young
professionals in M&E industry of India.

COURSE OBJECTIVES
1. To understand the entertainment industry (TV, Radio & Film) and its business in India
2. To explore various facets of entertainment business (TV, Radio & Film) in India
3. To learn nuances of entertainment business (TV, Radio & Film) in India in the context
of digital disruption
PEDAGOGY/TEACHING METHOD:
1. Lecture-cum-discussion for introducing students to the business of entertainment industry
(TV, Radio & Film) in India
2. Case study discussion and analysis
3. Group project, if required and time permits

EVALUATION

Individual Component Group Component Weightage

Surprise Quiz 15%
Surprise Quiz 15%
Surprise Quiz 15%
Surprise Quiz 15%
End Term Examination 40%
Total 100%

ACADEMIC DISHONESTY
IIM Indore believes in Academic honesty.
Academic dishonesty or misconduct is cheating that relates to an academic activity. It is a violation of trust
between the Institute and its stakeholders. Plagiarism, fabrication, deception, cheating and sabotage are
examples of unacceptable academic conduct. Please consult the Programme manual for the section on
academic dishonesty.

Schedule of Sessions

Module I : Business of Entertainment Media: an Overview

Module Objective: To understand Media and Entertainment Eco-System

Session 1 Business of Entertainment Media: an Overview

Objective: To accumulate elementary business knowledge on TV (Broadcasting)

Industry

Reading: 1. FICCKI-KPMG Report, 2017

2. The Future of Indin Media (Page- xxiii-xxxviii), from the Book 'The
Indian Media Business' by Vanita Kohili-Khandekar
Session 2 Business of Entertainment and Consumption of Leisure
Objective: Examining & analyzing entertainment industry and changing market
structure
Reading: 1. Chapter II (Page 17-34), from the book, 'Understanding Media
Economics' by Gillian Doyle
Session 3 Economics of Advertising, Media and Entertainment Audience
Measurement.
Objective: Understanding the role of advertising and media structures.

Reading: 1. Chapter III (Page 39-54), from the book, 'Understanding Media
Economics' by Gillian Doyle
Module II Business of TV (Broadcasting) Industry in India
Module Objective: To explore various facets and nuances of TV (Broadcasting) Industry

Session 4 Television Broadcasting: a global economic perspective

Objective: To understand the global economic perspetive of broadcasting industry

Reading: ChaptrIV: Understanding Media Economics' by Gillian Doyle (Page 59-75)

from the book
Session 5 Business of TV- Broadcasting Industry in India

Objective: To have in-depth knowledge on the business of TV- Broadcasting Industry

in India

Reading: 1. FICCI- KPMG report 2017

2. Chapter 2 (Page 67-159), from the Book 'The Indian Media Business' by
Vanita Kohili-Khandekar.
Session 6 Business of TV- Broadcasting Industry in India

Objective: To have in-depth knowledge on the business of TV- Broadcasting Industry

in India

Reading: 1. FICCI- KPMG report 2017

2. Chapter 2 (Page 67-159), from the Book 'The Indian Media Business' by
Vanita Kohili-Khandekar

Module III Business of Radio & Film industry in India

Module Objective: To explore various facets and nuances of Radio & Film Industry.

Session 7 Business Radio Industry in India, Listenership & expansion

Objective: To have in-depth knowledge and understanding on Radio industry in India,

its listenership and expansion in India

Reading: 1. FICCI-KPMG Report 2017

2. Chapter V (Page 263-299), from the Book 'The Indian Media Business'
by Vanita Kohili-Khandekar
Session 8 The International film Industry

Objective: To explore and understand the International Film Industry

Chaptre VI: (Page: 101-115), from the book, 'Understanding Media Economics'
Reading:
by Gillian Doyle
Session 9 Landscape of Film Industry in India: Overview & Business

Objective: To have in-depth knowledge on film industry in India: business and future
scope
Reading: 1. FICCI-KPMG Report, 2017
3. Chapter III, (Page 159-223), from the Book 'The Indian Media Business'
by Vanita Kohili-Khandekar
Session 10 Landscape of Film Industry in India: Overview & Business

Objective: To have in-depth knowledge on film industry in India: business and future
scope .
Reading: 1. FICCI-KPMG Report, 2017
3. Chapter III, (Page 159-223), from the Book 'The Indian Media Business'
by Vanita Kohili-Khandekar

Please indicate the changes made in the course outline based on the measurement of
assurance of learning (closing the loop)/student feedback:
1.
2.
3.

Text Book for the course: Please give the details of the book if students need to buy the book
Author Title Publisher Edition Remarks, if any

Reference Text Book: The following books are recommended for supplementary reading:

1. Business Standard. 2016. The Marketing White Book

2. Doyle, G. 2002. Understanding Media Economics. London: Sage
3. FICCI-KPMG. 2017. Media and The Masses: The promises unfold
4. Kohli-Khandekar, V. 2013. The Indian media business. New Delhi: Sage
5. Vinet , Mark. 2005. Entertainment industry : the business of music, books, movies, TV,
radio, Internet, video games, theatre, fashion, sports, art, merchandising, copyright, trademarks
and contracts, Canada: Wadem Publishing, Entertainment Industry Association
Additional Readings
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